|
Sport England’s market segmentation project is an
innovative piece of research which explores sporting behaviour
and attitudes beyond social and economic characteristics.
Lincolnshire Sports Partnership’s role is to encourage
use of this data to improve local intelligence.
Using data from the Taking Part and Active People surveys
and linking this with a wide variety of socio-demographic
data, the English population (18+) has been segmented into
19 distinct groups.
Each segment is defined by its socio—demographics and
has been attributed sporting behaviour and attitudes beyond
the information available in the Taking Part and Active People
survey. This information includes information on health, other
recreational activities, holidays, media consumption, social
capital, economic outlook and deprivation.
The 19 segments are divided into four super groups, the
18-30 year olds (Group A), 30-45 (Group B), 46-65 (Group C),
and 65+ (Group D). Within each super group it is possible
to calculate the likelihood of someone taking part in particular
sports, what they like about sport, what would make them do
more. The segment descriptions also give an indication of
what kind of messages and mediums would most likely reach
particular segments.
Click
here to find out how you can use market segmentation
Click
here to view market segmentation profiles & statistics
for your district
For
further information or help please contact us
|
