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Market Segementation

What is market segmentation?

Why do some people play sport? And why do some simply not want to join in? Sport England has developed nineteen sporting segments to help us understand the nation's attitudes to sport, their motivations and barriers.

The segments provide the knowledge to influence people to take part.

Each segment can be explored at differing geographic levels. It is possible to find out what people's sporting habits are in a particular street, community, local authority or region.

For example – Leanne is a Supportive Single.

She is the least active segment amongst 18-25 year olds. We know that she is likely to be single, living in private/council rented accommodation and will have a significant number of children. We now also know what motivates her, what brands she aspires to, how we can overcome things that stop her taking part in sport and how to get her involved in sports she likes - such as the gym and keep-fit. From this we can work out which sporting interventions are likely to be more successful for Leanne.

This research builds on the results of Sport England's Active People Survey, the Department of Culture, Media and Sport's Taking Part survey and the Mosaic tool from Experian.


The Sport England market Segmentation Web Tool

This can help you

•Find out more about Segments and answer questions such as 'what is the dominant segment in my local authority area' or 'which segment lives within the catchment of my sports centre' or 'where can I find Leanne?'

•Explore a particular Sport and answer questions such as 'which segments are more likely to play my sport' or 'which segments play team sports' or 'in this area, where are the people located who are more likely to play tennis?'

•Investigate further Characteristics about the segments and answer questions such as 'where are people located who would like to play sport to lose weight?'

The 19 segments

Find out about the 19 segments More info

Case studies
Find out how other sports organisations have already used the data to promote sport. More info

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