sport england market segmentation
TRANSCRIPT
![Page 1: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/1.jpg)
Creating sporting opportunities in every community
xx/xx/xxxx 1Creating sporting opportunities in every community
Sport England market segmentation
An introduction: Helen Bibby, Sport EnglandLocal application: Phil Fellows, Sport England
11 February 2009
![Page 2: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/2.jpg)
2Creating sporting opportunities in every community
Why market segmentation?
• To help us understand who our customers are, and importantly what their behaviours are in terms of sport and active recreation;
• To provide a better understanding of the barriers and motivations;
• A more sophisticated way of understanding our market;
• To target our customers (participants) more effectively;
• BUT only one tool – to be used sensibly and in combination with local knowledge.
![Page 3: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/3.jpg)
3Creating sporting opportunities in every community
Using The Active People and Taking Part Surveys
![Page 4: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/4.jpg)
4Creating sporting opportunities in every community
• Key demographic information from these surveys was inputted into a mathematical model and were used as the basis to explain sports behaviour and attitudes.
• Further data was added from Experian. This included information on media consumption, health and affluence.
CensusEnables geographic link across data
Lifestyle, brand, communications and attitudinal data
An area classification system developed and owned by Experian –classifies households to identify characteristics
Other: Hospital episodes statistics; credit-rating data
Who and why?
![Page 5: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/5.jpg)
5Creating sporting opportunities in every community
![Page 6: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/6.jpg)
6Creating sporting opportunities in every community
![Page 7: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/7.jpg)
7Creating sporting opportunities in every community
![Page 8: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/8.jpg)
8Creating sporting opportunities in every community
![Page 9: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/9.jpg)
9Creating sporting opportunities in every community
What does the segmentation tell us about?
![Page 10: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/10.jpg)
8.1m 5.6m
3.1m
2.9m 1.4m
2.0m0.9m0.9m
4.3mActive People Survey
![Page 11: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/11.jpg)
11Creating sporting opportunities in every community
Segmentation: in the context of and using what we know from Active People
21%7.8%11.8%8.7%
50.6%
Zero days 1 to 3 days 4 to 7 days(1x30)
8 to 11 days(2x30)
12plus (3x30)
3.6m 3.1m
20.6m
8.6m
4.8m
Who are these people?
Who are these people?
![Page 12: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/12.jpg)
12Creating sporting opportunities in every community
![Page 13: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/13.jpg)
Creating sporting opportunities in every community
xx/xx/xxxx 13Creating sporting opportunities in every community
![Page 14: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/14.jpg)
14Creating sporting opportunities in every community
![Page 15: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/15.jpg)
15Creating sporting opportunities in every community
![Page 16: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/16.jpg)
16Creating sporting opportunities in every community
Where you find them
While some will be found at sports clubs
There will be more here …
And even more don’t do it at all
![Page 17: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/17.jpg)
17Creating sporting opportunities in every community
![Page 18: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/18.jpg)
18Creating sporting opportunities in every community
TrendyStrong minded
FashionableDynamic Entertaining
Fun Cutting-Edge YoungColourful
Innovation InformalHumorous Interactive
Tone of messages and types of programmes?
![Page 19: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/19.jpg)
19Creating sporting opportunities in every community
Media
![Page 20: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/20.jpg)
20Creating sporting opportunities in every community
Brands
![Page 21: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/21.jpg)
21Creating sporting opportunities in every community
Where are they likely to live?
Similar to / lives nearB09 Kev
C11 Philip
Towns they are more likely to live in
![Page 22: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/22.jpg)
22Creating sporting opportunities in every community
What are the nineteen segments?
![Page 23: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/23.jpg)
23Creating sporting opportunities in every community
Sport England Segmentation
1
2
3
4
56
7
89
10
11 12
13
1415
16
17
18
19
0
5
10
15
20
25
30
35
40
45
20 30 40 50 60 70 80
AGE
PER
CEN
TAG
E D
OIN
G 3
X3
Index
> 200> 150> 100> 75> 50<= 50
Size = Proportion of the UK Adult Population
Ben
Elsie and Arnold
Jamie
Chloe
Leanne
HelenaTim
Alison
Jackie
Kev Paula
Philip Elaine
Roger and Joy
BrendaTerry
Norma
Ralph and Phyllis
Frank
National average participation rate = 21%
A
B
C D
![Page 24: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/24.jpg)
24Creating sporting opportunities in every community
Ben“Competitive Male Urbanite”• Male, 18-24, professional• 6% of English population• The most active segment by far, 40% take part in sport
three times a week, double the English average• Enjoys team sports
Sport England Segmentation
1
2
3
4
56
7
89
10
11 12
13
1415
16
17
18
19
0
5
10
15
20
25
30
35
40
45
20 30 40 50 60 70 80
AGE
PER
CEN
TAG
E D
OIN
G 3
X3
Index
> 200> 150> 100> 75> 50<= 50
Size = Proportion of the UK Adult Population
![Page 25: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/25.jpg)
25Creating sporting opportunities in every community
Sport England Segmentation
1
2
3
4
56
7
89
10
11 12
13
1415
16
17
18
19
0
5
10
15
20
25
30
35
40
45
20 30 40 50 60 70 80
AGE
PER
CEN
TAG
E D
OIN
G 3
X3
Index
> 200> 150> 100> 75> 50<= 50
Size = Proportion of the UK Adult Population
Alison“Stay at Home Mums”
• Female, 36-45, professional• 4.6% of the population• A quarter take part three times a week• Motivations are about losing weight and taking
the children
![Page 26: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/26.jpg)
26Creating sporting opportunities in every community
• Male, aged 65+, retired• 3.5% of the population• Three quarters don’t do any regular sport, with only 9%
taking part three times a week• Frank likes to take part in low intensity social activities such
as snooker, bowls, darts and fishingSport England Segmentation
1
2
3
4
56
7
89
10
11 12
13
1415
16
17
18
19
0
5
10
15
20
25
30
35
40
45
20 30 40 50 60 70 80
AGE
PER
CEN
TAG
E D
OIN
G 3
X3
Index
> 200> 150> 100> 75> 50<= 50
Size = Proportion of the UK Adult Population
Frank“Twilight Year Gents”
![Page 27: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/27.jpg)
27Creating sporting opportunities in every community
![Page 28: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/28.jpg)
28Creating sporting opportunities in every community
Pen portraits
Pen portraits outline the essence of each of the 19 segments
Paula: female, aged 26-35, single, C2DE
15% of Paula’s participate in 3x30
Enjoys low intensity social activities, such as ten pin bowling. Unlikely to participate in team sport.
Motivated by losing weight and doing activity with children
Help with childcare would encourage Paula to participate
![Page 29: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/29.jpg)
29Creating sporting opportunities in every community
Pen portraits – index charts
The index value is a relative measure that compares segment characteristics against those found in the overall population and those found in its relevant peer group.
An index of 100 shows average representation; above 100 shows over-representation; below 100 shows under-representation
For even more detail, look at the index tables
![Page 30: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/30.jpg)
30Creating sporting opportunities in every community
Developing local initiatives – which sports appeal to which segments and how can the barriers be overcome?
![Page 31: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/31.jpg)
31Creating sporting opportunities in every community
Segments, by reasons for taking part
Keeping fit is a dominant motivator amongst the younger segments while helping with injury/disability/health features amongst the older groups. The lifecycle period for ‘taking children’ is clear and offers particular opportunities to use family messages and offers to connect with these segments.
![Page 32: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/32.jpg)
32Creating sporting opportunities in every community
Local case studies using Sport England’s market segmentation
Phil Fellows
![Page 33: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/33.jpg)
33Creating sporting opportunities in every community
How to use the segments:Action planning, strategic development and targeted
investment
• A local area segmentation profile gives a thorough understanding of who your customers are and what they may want in terms of sport and active recreation provision.
• A market segmentation area profile enables strategy development around specific segments or on smaller geographic areas.
• Combined with Active People data provides a strong evidence base for decision making.
![Page 34: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/34.jpg)
34Creating sporting opportunities in every community
![Page 35: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/35.jpg)
35Creating sporting opportunities in every community
![Page 36: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/36.jpg)
36Creating sporting opportunities in every community
![Page 37: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/37.jpg)
37Creating sporting opportunities in every community
How to use the segments
• Project Development• Funding Decisions• Planning new facilities• Catchment area analysis• Project Evaluation• Membership profile• Attracting new customers• Identify potential partners• Marketing
![Page 38: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/38.jpg)
Profile within Coventry North
0%
2%
4%
6%
8%
10%
12%
14%
16%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Segment
Profile for Coventry East
0%
2%
4%
6%
8%
10%
12%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Segment
Profile within Coventry South
0%
2%
4%
6%
8%
10%
12%
14%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Segment
Profile for Coventry West
0%
2%
4%
6%
8%
10%
12%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Segment
![Page 39: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/39.jpg)
39Creating sporting opportunities in every community
![Page 40: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/40.jpg)
40Creating sporting opportunities in every community
![Page 41: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/41.jpg)
South Solihull
0%
2%
4%
6%
8%
10%
12%
14%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19Segment
%
![Page 42: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/42.jpg)
![Page 43: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/43.jpg)
43Creating sporting opportunities in every community
![Page 44: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/44.jpg)
![Page 45: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/45.jpg)
www.sportengland.org/westmidlands
![Page 46: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/46.jpg)
46Creating sporting opportunities in every community
Where do I find all this information?
• Introduction to market segmentation• Overview of the 19 segments• Pen Portraits for the 19 segments• FAQ’s• Technical report• Index tables• Case Studies• Geographic information• ‘How to’ guide
http://www.sportengland.org/research
![Page 47: Sport England market segmentation](https://reader030.vdocuments.mx/reader030/viewer/2022012622/61a20f2aa8952e229c3bb4e3/html5/thumbnails/47.jpg)
47Creating sporting opportunities in every community
Finally…..
• The segmentation is a modelling exercise, not an exact science
• It demonstrates that with particular segments, certain messages and programmes are more likely to work than others
• The segmentation is extremely powerful but is still only one tool - it must be used sensibly and interpreted in the context of other relevant information about a locality and the people living in it