Research
Participation
Sport and Recreation Spatial
Vicsport is an active member of the Sport and Recreation Spatial Advisory Group. Sport and Recreation Spatial provides data and information on the following areas relevant to all levels of the sport and recreation sector:
- Participation levels and trends
- Influences on participation
- Value of sport: the health benefits of participation
- Places to play: the connection between facilities and participation
The project provides the sport and recreation sector with increased capacity for research, strategic planning, and development of participation programs and facilities.
Market Segmentation Study - Australian Sports Commission
In 2013 the Australian Sports Commission Released a study aimed at helping sports and club increase their participation numbers by adapting to the changing lifestyles of consumers.
The study confirmed that there has been a trend towards non-organised sport in the past decade. The study also identified 10 consumer segments that make up the Australian adult population. By using these segments, listed below, sport will be able to develop strategies to engage their particular target market.
- Current club member segments — Loyalists, Socially Engaged, Sport Driven and Apathetic Clubbers
- Non-club member segments — Sidelined Sportsters, Club Wary, Ponderers, Self Focused, Sport Indifferent and Sport Atheists.
Three of these were singled out as having the greatest potential to increase club membership:
- Sidelined Sportsters — this group has a history of sports participation but to join a club again they require more flexibility.
- Club Wary — this group is positive about sport but there are some reservations about clubs being ‘cliquey’ or ‘exclusive’.
- Ponderers — this group is active but family take up much of their time. Clubs can be seen as a way to escape their daily routine; however they need to be convinced they can join without neglecting family commitments.
For more information on each of these segments visit the Australian Sports Commission’s website or view the video.
The Future of Australian Sport: Megatrends – Australian Sports Commission
In 2013 the CSIRO released a report, The Future of Australian Sport, which was commissioned by the Australian Sports Commission to identify the trends which are likely to shape sport in Australian over the next 30 years.
A megatrend is defined as a “major shift in environmental, social and economic conditions that will substantially alter the way people live.”
The six megatrends identified were:
- a perfect fit - personalised sport for health and fitness
- from extreme to mainstream - the rise of lifestyle sports
- more than sport - the attainment of health, community and overseas aid objectives via sport
- everybody’s game – demographic, generational and cultural change
- new wealth, new talent - economic growth and sports development in Asia
- tracksuits to business suits – market pressures and new business models.
For more information on the Future of Australian Sport Report view the video and visit the CSIRO website.
