The Australian Sports Commission has launched Market Segmentation for Parents research.
This research explores parents' attitudes and behaviours towards sport and sport clubs.
It gives a better understanding of the decision making process that parents go through when selecting sporting activities or involvement in sport clubs for their children. In reality, the decision to play sport is influenced by both the parent and child by varying degrees, and this study helps to unpack how this is played out.
This research will help organisations refine strategies to recruit and retain children in sport and sport clubs and ensure our sporting landscape remains strong.