Stoke-on-trent sport and physical activity strategy 2009-2016

46. The information provided by the market segmentation results help to guideboth the overall direction of the policies and priorities for the City, and alsohelps to target individual facilities within certain areas of the City. Althoughthe general picture is described below, the application of the marketsegmentation process to each facility type is considered under the sportsfacility specific section of the report.47. The bar chart in Figure 10 is a summary of the overall proportion of thedifferent segments across the authority. This suggests that <strong>Stoke</strong>-on-Trentvaries from the national ‘averages’ for population in a number of segments.Figure 10:Market Segmentation – 19 segments48. It has significantly higher populations than the national average in ‘SportsTeam Drinkers’ (Segment 2), ‘Pub League Team Mates’ (Segment 9)‘Retirement Home Singles’ (Segment 19). Conversely it has lowerpopulations than the national average in relation to the numbers of peoplefalling into the following segment types: ‘Competitive Male Urbanites’(Segment 1), ‘Fitness Class Friends’ (Segment 3), ‘Settling Down Males’(Segment 6) and ‘Comfortable Retired Couples’ (Segment 17). Appendix 6provides a summary of the detailed characteristics of each of the segments,including their approximate ages and activities or sports which attract them.49. The pie chart in Figure 11 shows the bar chart information in a simpler way,drawing out the relative proportions across the total <strong>Stoke</strong>-on-Trent populationof the different market segment types. This information is useful to guide theoverall considerations about what different sports and physical activitiesshould be the future priorities for the City as a whole.Nortoft Partnerships Ltd <strong>Stoke</strong>-on-Trent Page | 21Sport & Physical Activity Strategy 2009 – 2016October 2009