Sport England has developed a segmentation model, made up of nineteen ‘sporting’ segments which will help us to understand the attitudes, motivations and perceived barriers to sports participation.

Below are the market segmentation for each Local Authority within Berkshire.

The segmentation model enables us to develop tailored interventions, communicate more effectively with our target market and to better understand participation in the context of lifestage and lifecycles. Created by Experian Business Strategies, the segments are based on survey data (Active People and Taking Part Surveys) and external data sources (e.g. neighbourhood statistics, census data and health data).

Bracknell Forest Market Segmentation (34KB - PDF)

Reading Market Segmentation (34KB - PDF)

Slough Market Segmentation (34KB - PDF)

West Berkshire Market Segmentation (35KB - PDF)

Windsor & Maidenhead Market Segmentation (35KB - PDF)

Wokingham Market Segmentation (35KB - PDF)

Date Updated: 06/05/10