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Sport England Sports Market Segmentation Data
The market segmentation data is built on the Active People results, the DCMS Taking Part Survey and Mosaic socio - economic data from Experian. This data has enabled the development of 19 sport market segment profiles which explain sports participation. It is powerful data because a "profile" can be attached to every adult in England and the number of adults belong to each profile can be quantified geographically, right down to post code level.
Each of the 19 segment profiles contains information about how sporty they are, the activities they enjoy, possible barriers and motivations and guidance in how to effectively market sport to each profile. Follow the link to the Sport England Market Segmentation Web Site for more information.
The segment data can be explored in a number of ways
Sports Market Segmentation Web Tool
- The Interactive web tool enables you analyse the population by market segmentation profile by different levels of geography e.g. by region, local authority, and post code. Results are downloadable in map, charts and excel formats. It is possible to choose a local facility, and then to examine the market segmentation profiles for a selected catchment radius.
Pen Portraits
- Each market segment profile has an individual pen portrait which is an excellent way of communicating the key features of each segment in terms of how sporty they are, how satisfied they are with their sporting experience, what they would like to do and how to reach them.
Index Tables
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when you require more detail than is shown in the pen portraits.
The index tables are collated within a single Excel workbook and are available for download from the Sports Market Segmentation web tool, see the Raw Data tab. The index tables present segment characteristics either as a percentage of the population or as a score relative to the population average. See the Introduction Sheet within the Excel workbook for more details.
There are a number of introductory guides on how to use the new Interactive Tool and there are further training resources (developed by SIRC) on the concepts of market segmentation. It is possible for partners to request the raw data for your local area to enable more detailed analysis and mapping using geographical information systems (GIS).
Details of how to obtain the file can be found on the Sport England Website Raw Data Download Page
An overview of the Market Segmentation profile and headline issues for South Yorkshire and each individual CSN is available here for download on the left.
What can South Yorkshire Sport Offer?
South Yorkshire Sport can offer a range of bespoke and tailored services to organisations and/or individuals who want support in creating a strategic picture of what sport participation currently looks like in their area/sport and where the key influencers could be in increasing participation. This information could be used to support funding applications, aid in decisions on investment or resource allocation or for general strategic planning uses.
If you would like more information on these services please contact Helen Cund on 0114 2235672 or helen.cund@sysport.co.uk