Market Segmentation - Volunteers


Market Segmentation - Volunteers

Volunteers Segments

The Market Segmentation Study for Volunteers helps identify segments in the Australian community with the greatest potential for recruitment of new sport volunteers, and practices and strategies for the retention of current sport volunteers.

The study identifies ten segments among the Australian adult population 14-75 years old:

This research tells us that we are doing some things really well, with nearly all club volunteers reporting they were satisfied with their experience (89% extremely or somewhat satisfied) while 92% of club sport volunteers are likely to continue volunteering in club sport in the next 12 months.

The study also provides key insights for the sport sector to better understand their volunteer workforce and how they might need to manage them into the future, such as:

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