Terry - 15 - Market Segmentation - Sport England

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Creating sporting opportunities in every communityTerry - 15Local ‘Old Boys’How sporty is Terry?Terry’s sporting activityTerry has below average levels of sports participation.75% of this segment have done no sport in the pastfour weeks, compared to 60% of all adults.26% have participated in sport at least once a week,which is lower than other segments of similar age (theaverage of segments 11 to 16 is 38%).9% have undertaken three sessions of sport a week,compared with a national average of 15%.Terry: Organised sport% of segment80%70%60%50%40%30%20%10%0%75%Terry's sporting activity(30 minute moderate intensity per week)60%Terry26%40%0 x 30 mins At least 1 x 30minsAll adults14%22%At least 2 x 30mins9%15%At least 3 x 30minsSource: Sport England Market Segmentation 2010. Sporting activity based on SportEngland Active People Survey data (for the period April 2009 to April 2010). Chartshows percent doing no sport, and percent doing sport at least once a week, at leasttwice a week and at least three times a week. Totals will add to more than 100%.TerryAll adults% of segment30%25%20%15%10%5%0%23%17% 17%12%9%7%7%5%Received instruction Club member Competition VolunteerOrganised Sport17% of Terrys are members of a club to participate insport, which is lower than the national average, buthigher than other organised sport indicators. This mayreflect the Terrys who play golf, or who are members ofa sports club for primarily social purposes.7% have received instruction in sport and 9% have takenpart in sport competition in the past year, and 5% havevolunteered in the past month.Source: Sport England Market Segmentation 2010, using Sport England ActivePeople Survey data (for the period April 2009 to April 2010).Received instruction is based on any tuition or coaching in the last 12 months, clubmember is based on those who have been a member of a club in order to participatein the last four weeks, competition is based on organised competition in the last 12months and volunteering is based on any volunteering in the past four weeksTerry’s latent demand for sport44% of Terrys say they would like to do more sport,compared to 52% of all adults.The top sports that Terry would like to do more of areswimming (21%), keep fit/gym (10%), cycling (10%), golf(6%) and athletics or running (5%).His demand for cycling, golf, athletics/running andfootball are above the national average.Terry would also aspire to do more badminton, fishing,cricket and tennis.SwimmingKeep fit/gymCycling6%Golf3%5%Athletics5%3%Football2%3%Badminton4%2%Angling0%Top sports that Terry would like to do more ofTerryAll adults10%10%10%Source: Sport England Market Segmentation 2010, based on Sport England ActivePeople Survey data (for the period April 2009 to April 2010). Chart shows percent ofsegment that said they would like to do more of a certain sport, based on those adultsCreating sporting who said opportunities they would like to in do every more sport2community14%21%27%CricketTennis2%1%2%4%0% 5% 10% 15% 20% 25% 30%% of segment
Creating sporting opportunities in every communityTerry - 15Local ‘Old Boys’What drives Terry’s participation?Motivations for Terry• The main motivations for Terry are enjoyment,keeping fit and socialising.• Enjoyment is more of a motivator for Terry thanthe average adult population.• ‘Improving performance’, ‘losing weight’ and‘training/taking part in a competition’ are muchless relevant motivating factors for Terry.Barriers for Terry• 59% of this segment give their main barrier as‘health, injury or disability’. This appearsconsistent with the age of the segment andpropensity to have health issues.• 43% of this segment has a long standingillness, disability or infirmity.• ‘Other’ barriers (including no opportunity andeconomic factors) are also a factor but to alesser extent than health.How satisfied is Terry?Just enjoy itKeep fitMeet with friendsTake childrenHelp with injury/disabilityCompetitionImprove performanceLose weightTerry: Motivations/barriers for taking part in sportMotivationsTerry11%12%5%8%3%2%2%2%2%4%2%7%32%29%BarriersHealth/injury/disability-59%-41%Other*Work commitmentsLack of timeFamily-22%-21%-13%-19%-6%-12%0%-7%-80% -60% -40% -20% 0% 20% 40%% of segmentAll adultsSource: Sport England Market Segmentation 2010. Motivations derived from the 2006Taking Part survey and barriers from the Active People Survey (April 2009-April 2010),asked of people who are doing less sport than a year ago. Respondents may chose multipleresponses, so these will not add up to 100%. Negative percentages have been used toshow barriers. *Other barriers include ‘left school’, ‘no opportunity’ & ‘economic/work factors’18%30%9.08.5Terry: Satisfaction with sporting experienceAll adultsTerryWithin this segment, Terrys who participate in sport aremost satisfied with the ‘release and diversion’ and‘social’ aspects’ of the experience.Score8.07.5He is least satisfied with facilities and coaching which isconsistent with the average of all adults.7.06.5PerformanceExertion & FitnessRelease & DiversionSocial AspectsPeople & StaffEase of ParticipationFacilitiesCoachingOfficialsValue for MoneyTerry’s satisfaction almost exactly matches the averageadult score in all domains.Source: Sport England Market Segmentation 2010, based on Sport England Satisfactionwith the Quality of the Sporting Experience Survey 2010. This survey covers sportsparticipants (and not the entire population). Green shading indicates high satisfaction score(above 8), amber indicates medium and red indicates lower score (below 7.5). TheseCreating sporting opportunities in everysatisfaction bands are relative to the results of the overall survey3community
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