Inactive, older girls - choosing to spend leisure time at home
Older boys involved in competitive team sports
Sociable, mid-secondary school girls - doesn't enjoy sport
Affluent, sporty boys in school transition
Harry & Amelia
Relatively young and affluent boys and girls - being socialised into formal sport
Hannah & Sam
Older boys and girls - more focussed on school work than physical activity
Young, active females - often from less affluent backgrounds
Older boys from deprived communities, who are beginning to disengage in sport
Cerys & Oliver
Boys and girls in early secondary school, focused on musical activities
Girls in school transition, less likely to engage in formal sport
Aimee & Malik
Young boys and girls starting to find that sport isn't 'for them'
There are currently around 340,000 young people in Wales aged between seven and sixteen. At Sport Wales we want every single one of these individuals to enjoy the wide range of benefits that involvement in sport can bring. Providing a one dimensional offering to this diverse population would clearly not help us achieve this. Similarly an offering based on broad assumptions about demographics is unlikely to do much better. Moving beyond these generalisations and cultivating a more nuanced understanding of the people that make up this nation is crucial if we are to reach our vision and make the most of sport's full potential.
Segmentation is a tool which enables us to strike a balance between the extremes of customisation and standardisation. By recognising both the key differences and similarities between people it can enable resources to be targeted in a more efficient and effective manner.
Using data from the 'School Sport Survey 2013' the 'Young People Segmentation' was produced by grouping pupils aged 7-16 in Wales into eleven segments based on shared characteristics. In addition to demographic (age, gender) and socioeconomic (Free School Meal quartile) information these characteristics include sporting attitudes, behaviours and preferences such as:
-Level of P.E. enjoyment
-Sports participated in
-Leisure activities participated in
-Sports they would like to do more of
-Enablers of further sports participation
It is important to remember that pupils within each segment are not identical and will share the defining characteristics of their segment to varying degrees. They will however have more of these characteristics in common with their segment than any other.
Once defined, the eleven segments were brought to life and developed into more memorable personas. They can be used to help to answer the following three questions:
For National Governing Bodies and those working within particular sports, the personas can help to identify those segments that it would be most appropriate to work with. For example, those that currently have unmet needs.
It is important that sports opportunities are provided that match the needs of each segment.
By developing sporting interventions in accordance with the attributes of the segment they will have a greater chance of engaging the young people in question.
Which segments are highly concentrated in your area? What service features and options would be most likely to engage the segment that you are targeting?