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Market Segmentation for Sport Participation

Discover how Australian preferences for sport participation differ and how to engage each segment of the population.

The Market Segmentation Studies provide key insights regarding how participation in sport is consumed among the Australian population.

This research will help organisations refine strategies to recruit and retain adults, children, parents and volunteers in sport and sport clubs and ensure our sporting landscape remains strong.

Market Segmentation - Adults

This study identifies ten consumer segments among the Australian adult population.
Market Segmentation - Children

This study outlines how the sport sector can influence motivations & behaviours children have towards sport & physical activity.
Market Segmentation - Parents

The aim of the Parents study was to explore parents’ attitudes and behaviours towards sport and sport clubs.
Market Segmentation - Volunteers

This study helps identify new sport volunteers, and practices and strategies for the retention of current sport volunteers.
Case studies

Bringing meaning to the market segmentation research findings.
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