AusLeisure

New research from the Australian Sports Commission (ASC) highlights that nearly all parents see the health and social benefits of having their children involved in sport.

The finding was revealed in the Market Segmentation Study for Parents which explores parents’ attitudes and behaviours towards sport and sport clubs.

Commenting on the findings, ASC Chief Executive Simon Hollingsworth stated "it’s pleasing this study shows that parents understand the link between sport and the positive role it can play in their children’s health and wellbeing.

“This is a clear driver for parents to get their children involved in sport but we also know children can learn key life skills like teamwork, getting along with peers and making friends.”

The Market Segmentation Study for Parents was conducted to get a better understanding of the decision-making process that parents go through when selecting sporting activities or involvement in sport clubs for their children.

As well as reaffirming that the vast majority of parents agree physical activity is good for their child, the study also shows:

• Some parents fear having inactive children may reflect negatively on them as parents
• A clear opportunity for the sport sector to increase interest and involvement in clubs through exposure in schools
• Both parents and children identify greater benefits in relation to club sport compared to other avenues for physical activity or sport participation.

It follows previous market segmentation studies into volunteers and sport participation for both children and adults.

The segmentation studies are a critical resource to help sports maximise participation numbers which is the key aim of the ASC’s blueprint for participation - Play.Sport.Australia.

Hollingsworth added "the sport markets insights from these segmentation studies underpin the Play.Sport. Australia. game plan.

“The studies tap into the heart of what adults and children want and expect from sport and this knowledge will help sports determine the direction they need to take to increase participation.”

Each study places the Australian population into different segments based on their attitudes and level of involvement in sport and with sporting clubs.

The parents’ segmentation study identified eight segments that parents with children aged between five and 17 years fell into based on differences in parents’ participation, attitudes and behaviours towards sport or physical activity for themselves and their children.

The study also showed a child’s interest in any sport can increase dramatically when they are exposed to it at school.

Hollingsworth concluded "this finding shows the benefit to sports that create opportunities for children to try them out in the school yard.

“Many of our National Sporting Organisations are already doing this through the recently launched Sporting Schools programme and it is expected sports will pick up many new recruits with the exposure they get through Sporting Schools.”

For more information email: asc_research@ausport.gov.au

Images: 2015 Football NSW Futsal State Championships (courtesy of PhotosbyLoopii), a parent ocach in junior AFL and Parramatta Eagles FC players acknowledge parental support.

9th April 2015 - PLAYING SPORT BENEFITS THE MENTAL HEALTH OF AUSTRALIANS

26th March 2015 - FEDERAL GOVERNMENT AIMS TO GET MORE AUSTRALIANS PLAYING SPORT

15th May 2014 - FEDERAL BUDGET FUNDING BACKS SCHOOL SPORT AND COMMONWEALTH GAMES

6th May 2014 - CHANGING TRENDS IN SPORT TO BE ADDRESSED AT POWER OF SPORT CONFERENCE

20th September 2013 - PARENTS ENCOURAGED TO BEHAVE DURING JUNIOR SPORT FINALS 

4th June 2013 - GROWTH IN EXTREME ACTIVITIES AS YOUNGER PEOPLE MOVE AWAY FROM ‘STRUCTURED’ SPORT

19th April 2013 - ARE WE CREATING THE RIGHT ENVIRONMENTS FOR YOUTH FITNESS? 

19th April 2011 - NEW ERA OF RESEARCH FOR AUSTRALIAN SPORT

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.