Market Segmentation
What it is and what does it tell me?
Laura Clayton
Research Team
Sport England
October 2007
1
Contents
1. How the segments were produced
2. An overview of the segment model
3. What the segments tell you
2
Background to Segmentation: Why
we did it
• Segmentation provides us with information on who our
customers are and importantly what they want in terms of
sport and active recreation provision.
• It shows us how sports and active recreation participation sit
within the context of a total lifestyle and lifecycles, providing
us with a better understanding of the barriers and
motivations towards sport and active recreation provision.
• Segmentation will allow us to target our customers more
effectively, develop initiatives programmes which fit better
with the needs of our customers and create more successful
communication plans.
3
Developing the Segmentation Model
• Sport England, together with the consultants, Experian Business
Strategies, produced the segmentation model
• The key data sources were Taking Part and Active People
• Key demographic information from these surveys were inputted
into a mathematical model .These demographics were used as the
basis to explain sports and active recreation behaviour and
attitudes.
• Further data was added from Experian databases. This included
information on media consumption, health and fitness level and
affluence. Other sources such as hospital episode indices and the
British Crime Survey were also added.
4
Sport England Segmentation
45
Index
A
1
40
B
C
35
5
6
2
PERCENTAGE DOING 3X3
> 200
> 150
> 100
> 75
> 50
<= 50
30
3
11
7
25
12
4
8
20
9
13
10
15
14
17
15
10
D
16
18
19
5
0
20
30
Size = Proportion of the UK Adult Population
40
50
AGE
60
70
80
Size of circle = total percentage in English adult
population
This is the final sports market segment model. It is further explained on the next slide.
5
Explaining the Sports Market Segment
Model
• In total there are nineteen segments.
• The size of the circle represents the proportion of the English population in that
segment. For example segments 6 and 19 are relatively large and segment 16 relatively
small.
• The segments are divided into four Supergroups A-D, Supergroup A is 18-24 year olds
and Supergroup D 65 +. This allows us to compare segments with others in their age
group
• The horizontal line shows the proportion of all adults regularly taking part in sport and
active recreation (21%). It shows that about half the segments are below the national
average.
• The chart also shows the importance of age with a sharp decrease in activity as people
get older.
• It also demonstrates the impact of gender. For example the female equivalent of
segment 1 is segment 3, which has a much lower participation rate.
• The chart also shows the impact of social deprivation, as indicated by segment 10,
which has much lower participation rates than other segments in its Supergroup.
• The next slide outlines the nineteen segments
6
The nineteen segments
Segment Name
Forename (s)
%
%
%
Population
Male
Female
In million
A01
Competitive Male Urbanites
Ben
6.4
13.3
0
A02
Sports Team Drinkers
Jamie
5.4
11.1
0
A03
Fitness Class Friends
Chloe
6.9
0
13.4
A04
Supportive Singles
Leanne
4.7
0
9.1
B05
Career Focussed Females
Helena
5
0
9.7
B06
Settling Down Males
Tim
9.4
19.3
0
B07
Stay at Home Mums
Alison
4.6
0
8.9
B08
Middle England Mums
Jackie
4
0
7.7
B09
Pub League Team Mates
Kev
5.8
12
0
B10
Stretched Single Mums
Paula
3.8
0
7.4
C11
Comfortable Mid-Life Males
Philip
7.8
16
0
C12
Empty Nest Career Ladies
Elaine
5.3
0
10.2
C13
Early Retirement Couples
Roger & Joy
6.2
6.2
6.3
C14
Older Working Women
Brenda
C15
Local ‘Old Boys’
Terry
C16
Later Life Ladies
Norma
D17
Comfortable Retired Couples
Ralph & Phyllis
D18
Twilight Year Gents
Frank
D19
Retirement Home Singles
Elsie & Arnold
2,521
2,127
2,717
1,851
1,969
3,702
1,812
1,575
2,284
1,497
3,072
2,087
2,442
1,575
1,339
788
4
0
7.6
3.4
7
0
2
0
3.6
3.7
5
2.4
3.5
7.1
0
1,457
1,378
8.3
2.5
13.8
3,269
7
Segmentation - What it tells you: Who are the sporty
types and who are those not doing any sport
Who are these people?
Who are these people?
20.6m
8.6m
50.6%
3.6m
Zero days
4.8m
8.7%
11.8%
1 to 3 days
4 to 7 days
(1x30)
Source: Active People
Survey, Oct 2005 to Oct
2006; Ipsos MORI
The segments tell us who are
the people already reaching
3x30, those that are doing
nothing and those that could
be doing more
3.1m
21%
7.8%
8 to 11 days 12plus (3x30)
(2x30)
8
Segmentation - What it tells you: The sports and active
recreation that people take part in and therefore what they are
more likely to take part in
• The segments provide information on sports and active recreation that
segments take part in. From this you can conclude which sporting
interventions are more or less likely to be successful. This data is
available at four levels:
• Individual sport (e.g. indoor football, outdoor swimming)
• Broader sport groupings (e.g. martial arts, sailing)
• Sports grouping according to where the sports are played (e.g. water,
winter)
• Sports grouping according to how the sports are played (e.g.
individual activities, social activities)
9
Segmentation - What it tells you: It explains barriers and
motivations towards sport, contributing to the development of
more effective programmes
• The segments provide information on why people
participate and what would make them participate more
For many segments they take
But for many segments a
part because of the children
lack of childcare is also a barrier
10
Segmentation - What it tells you: Where to find your
segments
• Not all the segments will be found in the same place. They will need to be
offered various sports and active recreation packages
While some will be
There will be
And even
found at sports clubs
more here …
more don’t
do it at all
11
Building up the segment profiles
Variable
01
02
03
04
Reasons for doing
sporting activity - totals
To keep fit
138
123
150
113
To lose weight
77
101
176
188
To take children
21
35
30
81
To meet with friends
235
189
131
132
To train/take part in
competition
280
195
125
116
To improve performance
355
220
117
88
Just enjoy it
163
153
133
122
21
72
52
52
To help with injury/disability
An index table was used to identify what
characteristics made a segment unique.
An index of 100 is the average among the total
English population. An index above 100 means that
the characteristic is more important for that segment
than for others in the population. Conversely an
index of less than a 100 means that the characteristic
is less important.
For example in the index table opposite, segment 1’s
index for taking part to meet friends is 235. This
means they are more likely to take part because of
this reason than other segments. However the index
for taking part because of children is 21. This means
compared to other segments in the population, this is
not really an issue for segment one.
The type of characteristics pulled out by the index
tables are illustrated in the next three slides, which
outline three segments
12
Sport England Segmentation
Index
45
• Male, 26-35, professional
• (9% in England)
35
5
6
2
PERCENTAGE DOING 3X3
Tim
“Settling Down Males”
> 200
> 150
> 100
> 75
> 50
<= 50
1
40
30
3
11
7
25
12
4
8
20
9
13
10
15
14
17
15
10
16
18
19
5
0
20
• A third more likely to be reaching the 3x30
level
• Twice as likely to take part because of the
competitive element of sport
• Would do more sport if had more free time,
but cheaper facilities is not a factor
• Football, team sports and golf appeal
• If don’t do sport it’s because they don’t have
time not because they aren’t interested
30
Size = Proportion of the UK Adult Population
40
50
60
70
80
AGE
13
Sport England Segmentation
Index
45
PERCENTAGE DOING 3X3
Roger and Joy
“Early Retirement Couple”
• Mixed gender, 56 – 65
• 6% in England
> 200
> 150
> 100
> 75
> 50
<= 50
1
40
35
5
6
2
30
3
11
7
25
12
4
8
20
9
13
10
15
14
17
15
10
16
18
19
5
0
• Average 3x30
• Likely to participate in recreational walking, golf and aqua
aerobics
• You might also catch them sailing
20
30
Size = Proportion of the UK Adult Population
40
50
60
70
80
AGE
• Team sports are a not appealing
• Take part to help with injuries and to keep fit. They also
just enjoy it. Many continue to train and compete
• If there was improved transport and better facilities they
may go more often
• If they don’t do sport its because they aren’t interested
14
Sport England Segmentation
Index
45
> 200
> 150
> 100
> 75
> 50
<= 50
1
40
Philip
“Comfortable Mid-Life Male”
• Male, 46 - 55
• 8% in England
PERCENTAGE DOING 3X3
35
5
6
2
30
3
11
7
25
12
4
8
20
9
13
10
15
14
17
15
10
16
18
19
5
0
20
30
• A third more likely to reach the 3x30
• Likes football and squash
• Twice as likely to have taken part in a
competition
• Member of a sports club
• Takes part to compete but also to meet friends
• Would do more if he had more free time
• If he does not do it, its because he has not got
the time
Size = Proportion of the UK Adult Population
40
50
60
70
80
AGE
15
Segmentation - What it tells you: Provides
information on where sport and active
recreation can fit into their lives
The segments also provide information on other aspects of their lives
apart from sport and active recreation. This will help you identify where
sport can play a role and what the barriers may be. The example below
is the life led by segment 1, Ben – the competitive male urbanite
Ben, 22, has recently graduated and is now working as a
trainee accountant. Loving his single life, which is just an
extension of university days, he is certainly in no hurry to
settle down. His ‘work-hard, play-hard, drink-hard’ attitude
to life sees him putting in long hours at the office, doing a
lot of sport and enjoying plenty of socialising with friends.
Currently renting with ex uni friends, he is contemplating the
housing ladder, but will probably move back into the
parental home. Whatever he chooses, little time is spent at
home and Ben is not ready to ‘settle down’.
Image and brand conscious, Ben tries to keep a healthy
diet, but with little success. Post-work and post-exercise
drinking and fast foods are almost daily regimes.
16
Segmentation – what it tells you: It provides information on
the type of message the segments respond to, this can also be
applied to how programmes are delivered
The segments identify the tone and type of message that
different segments are more likely to be receptive to. This
can be applied to the style of programme offered. Below is an
example of the some of the messages that Ben responds to:
• Individual
• Dynamic
• Entertaining
• Fresh
• Stylish
• Sociable
17
Segmentation – what it tells you: the
brands segments identify and aspire to
• While we will not usually be in the position to work with these
businesses on sponsorship, they do tell us important information
on the values segments identify with, what they aspire to and where
you can find them. The example below are the brands that appeal to
Ben
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Segmentation – What it tells you: The
mediums segments respond to
• The profiles include information on the type of media different
segments respond to. This is particularly useful if you are starting a
new marketing campaign. It also includes information on local radio
and newspaper consumption. Some of the types of media are listed
below:
•
•
•
•
•
•
•
TV
Radio
Internet
Direct marketing
Posters
Newspapers
Telephone
19
Segmentation – what it tells you: How
people reach decisions
• Deciding to take part in the sport and active recreation is often a
decision not taken lightly. It is important to know how people make
decisions if we are to influence them to take part. This information is
provided be the segments. Below is a list of all the different decision
making styles adopted by our segments.
• Experimental
• Accepting
• Adamant
• Perfectionist
• Inquiring
• Intuitive
20
Pen Portraits: A key communication and
partnership tool
Ralph
Phyllis
Ralph & Phyllis
Comfortable Retired Couples
(D17)
Age 65 +
Married
Retired
Retired couples, enjoying active and comfortable
lifestyles
3.7% of adults, 5.0% of adult males, 2.4% of adult
females
23.8% of Group D
Ralphand Phyllis
Ralph and Phyllis are in their late 60s and
have been retired for some time now. Ralph
was a successful banker, enabling them to
retire early. They’ve downsized recently,
benefiting from Ralph’s investment portfolio
and comfortable private pension.
Both Ralph and Phyllis still feel there is much
of life to live. They enjoy playing golf together,
and Ralph competes at weekends
sometimes. Phyllis still likes to go for the
occasional swim while Ralph is out trout
fishing, and they also love to go for long
walks together. In their earlier years the pace
was faster, but they’re proud they’re still
active, enjoying life and can just about keep
up with the tiring grandchildren.
Ralph and Phyllis enjoy volunteering in the
local community, organising church bazaars
and raising money for the local museum.
What Ralphand Phyllislike to do
 Highest participation of the Group; enjoy a
variety of activities and are likely to be
members of sports and social clubs.
 Particularly enjoy individual activities such as
swimming, fishing or golf and lower intensity
sports such as bowls.
 Main motivation for participation is to meet
with friends, improve performance, and keep
fit, but also because they enjoy it.
 Better transport and people to go with
would encourage participation.
Sports that appeal to Ralphand Phyllis
Snooker
Bowls
Walking
Golf
Tennis
Table Tennis
Fishing
Swimming
Social Activities
Ralph and Phyllis enjoy participating in the arts
– they paint, read for pleasure and may play a
musical instrument. They have been
encouraged from an early age to participate in
these activities and continue to place
importance on them, even in their later years.
They regularly enjoy visiting museums and
heritage sites and taking foreign holidays.
Media and Communications
Ralph and Phyllis are medium to light TV
viewers, preferring to be out and about instead.
They like to keep up with current affairs and
also watch arts and business programmes,
preferring terrestrial mainstream channels.
Ralph and Phyllis like to read the newspaper
daily, preferring the Daily Telegraph or
Independent. They do not have access to the
internet, but they have a mobile phone that
they use for emergencies – slowly, they’re
embracing these new technologies.
All of this information is
summarised in the pen portraits
which highlight the essence of
each of the 19 segments.
These should be your first point
of call
These are available from
www.sportengland.org/research
Townssuchas
Stratford-upon-Avon
Chichester
Kendal
Farnham
Evesham
Similar to live near
D17 Ralph
& Phyllis
21
Index Tables: Providing more detailed
information
Variable
01
02
03
04
Reasons for doing
sporting activity - totals
To keep fit
138
123
150
113
To lose weight
77
101
176
188
To take children
21
35
30
81
To meet with friends
235
189
131
132
To train/take part in
competition
280
195
125
116
To improve performance
355
220
117
88
Just enjoy it
163
153
133
122
The index tables provide a more detailed
information on the segments than what is
available through the pen portraits. They
should be used if you decide to
concentrate on particular segments
The index tables compare the prevalence
of certain attitudes, behaviours and
motivations as compared to the national
English average and to others in their
supergroup or peer group.
These are available along with an
explanation on how to interpret them at
www.sportengland.org/reserach
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