In a new innovative approach, the English sport institute – Sport England has developed 19 sporting segments to help the country understand the nations’ attitudes and motivations for sport participation.
This project is part of their strategic GAME PLAN for sport to guide 2 million people doing more sport by 2012. The Olympics campaign (London 2012) had a major influence on these new approach and hopefully be considered as a great example of a sport oriented strategy by a National government. The oportunity of helding an Olympics, must be to expand the national’s economy but also important, a new era on sport participation. The Spanish edition in 1992 (Barcelona) was by all means, a tremendous sucess on these two issues, making in these days, a powerful nation of sport participants.
According to the website, the Sport England market segmentation provides those working in community sport an overview into the sporting habits and the barriers and motivations to taking part amongst our existing participants and those we wish to engage in a more active lifestyle. All this concept, came from the last Annual Survey conducted nationwide. The power of these sporting segments lies in their ability to understand the broad concept of sport in its different dimensions: for competitive, non-competitive, leisure among others…
The potential market will be better understood by all entities on the sport movement.
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What were the segmentation criteria based on?
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Sport England stated that the criteria was made through the use of Active People and Taking Part data. The data and identify groupings that exist in the population according to sport and active recreation behaviour and attitudes. Significant work was undertaken to ensure that the results are statistically robust and reflect reality on the ground. Each of these groupings or segments has an average value for each of the key variables. Households were assigned to one of these types according to how close it is mathematically to these average values.
Demographic data from these surveys were used to match with other data sources including the British Crime Survey, Target Group Index and Hospital Episodes Statistics and the Census. This provides a more rounded picture of the segments.
thanks, now i see.