Overview of all Segments
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Identifying SPARC's target group
We divided the total sample into three broad groups, based on their current level of physical activity and intentions:
Inactive Group
Inactive Group is "active" (30 minutes moderate activity or 15 minutes vigorous activity) either zero or one day during the previous week, and has no stated intention of becoming regularly active in the next six months.
Active Group
Active Group is "regularly active" (i.e. active five or more days a week) already, and has been for more than six months.
Target Group
Target Group is the remainder "in the middle". That is, they are not already regularly active (unless for less than the past six months), but they do have some intention of becoming regularly active in the next six months or they were active for two or more days during the previous week.
Target groups diagram
[Long description]
The target group is split into six segments as follows:
Segment 1: Others Oriented
(6% of adults, ˜170,000)
- Discouraged by others - 97% rate this an influence (3+ on a 7-point scale; no other segment has more than 13% discouraged by others)
- Strongest extrinsic motivation (e.g. because my family wants me to, because I want others to approve of me)
- High in Asian and Pacific peoples
- 27% obese
- Put off by environmental barriers e.g. cost, facilities no easy to get to, no one to do physical activity with.
Segment 2: OK for Now
(10% of adults, ˜290,000)
- Higher than average health (57% rate health very good/excellent), and they are less often overweight or smokers (17% smoke), male
- Few worries, low stress, low time pressure
- Few barriers
- But see few benefits from physical activity (don't need to change - think they are OK as they are).
Segment 3: Other Priorities
(6% of adults, ˜170,000)
- Lowest belief in benefits, least motivation
- Only 16% rate health very good/excellent, 30% smoke
- Lack commitment e.g. more would rather be doing something else with free time
- Youngest segment (27% aged 16-24 years).
Segment 4: Busy & Stressed
(9% of adults, ˜270,000)
- Perceive a lack of time as a barrier to activity - 62% lack of time due to work, and 45% lack of time due to family
- Two thirds female
- Most stressed
- Moderate belief in benefits
- 26% obese.
Segment 5: Support Seekers
(6% of adults, ˜180,000)
- 99% say they do not get enough encouragement (other segments 23%-44%)
- Less physically active
- Have more health problems, 27% obese, 22% depression or mood disorder, 11% anxiety disorder
- Know that their inactivity is bad for their health, but becoming active is not a priority for many.
Segment 6: Almost There
(9% of adults, ˜270,000)
- Strongest intrinsic motivation (e.g. 50% strongly agree I enjoy physical activity, I care about keeping in shape)
- Strongest believers that physical activity will deliver benefits, and rate the importance of these benefits highly
- Most confident that they can be physically active five days per week (average rating of 8.3 where 10 means extremely confident)
- Barriers generally less of a problem.
Overview of all segments summary diagram
Updated | 22 Mar 2007.
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