Sport England market segmentation

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

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.


Using The Active People and Taking Part Surveys


• 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?


What does the segmentation tell us about?

8.1m 5.6m

3.1m

2.9m 1.4m

2.0m0.9m0.9m

4.3mActive People Survey


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?

Creating sporting opportunities in every community

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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


TrendyStrong minded

FashionableDynamic Entertaining

Fun Cutting-Edge YoungColourful

Innovation InformalHumorous Interactive

Tone of messages and types of programmes?


Media


Brands


Where are they likely to live?

Similar to / lives nearB09 Kev

C11 Philip

Towns they are more likely to live in


What are the nineteen segments?


Sport England Segmentation

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> 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%

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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


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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


• 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

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Frank“Twilight Year Gents”


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


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


Developing local initiatives – which sports appeal to which segments and how can the barriers be overcome?


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.


Local case studies using Sport England’s market segmentation

Phil Fellows


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.


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

Profile within Coventry North

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Profile for Coventry East

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Profile within Coventry South

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Profile for Coventry West

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South Solihull

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19Segment

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www.sportengland.org/westmidlands


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


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

Sport England market segmentation

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