Market Segmentation - Parents


Market Segmentation - Parents

Parents Segments

The overall aim of the Market Segmentation Study for Parents was to explore parents’ attitudes and behaviours towards sport and sport clubs in order to better understand the decision making process that parents go through in selecting sporting activities or involvement in sport clubs for their children.

The study complements evidence from the children’s Market Segmentation for Sport Participation study, and when considered in conjunction provides a holistic understanding of the drivers for both child and parent to help sports create new and refine existing strategies that better target recruitment and retention of children in club sport.

The segmentation across the Australian population of parents with children aged 5-17 identifies eight segments based on differences in parents’ participation, attitudes and behaviour towards sport or physical activity for themselves and their children:

The Study provides other key insights, such as:

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