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Carol Fraser from Sport England presents about how to use insight to understand your sports participants. Presented at the Sport and Recreation Alliance's Sports Summit 2014.
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Creating a sporting habit for life
UNDERSTANDING YOUR PARTICIPANTSSPORTS SUMMIT 2014
Carol FraserBusiness AdvisorSport England
April 10, 2023
Creating a sporting habit for life
Introducing Sport EnglandWe are investing over £1 billion of National Lottery and Exchequer funding between 2012 and 2017 in organisations and projects that will:
• Help more people have a sporting habit for life
• Create more opportunities for young people to play
sport
• Nurture and develop talent
• Provide the right facilities in the right places
• Support local authorities and unlock local funding
• Ensure real opportunities for communities
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Creating a sporting habit for life
What do we mean by insight?
• Insight is a process• It is holistic• It supports decision
making• It requires
understanding and interpretation
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Image courtesy of http://inthralld.com/
Creating a sporting habit for life
Understanding participants
• A deep understanding of people, their choices and behaviours is central to meeting the challenge of significantly increasing participation and developing talent
• Linking knowledge of participants and financial sustainability– Stronger and deeper
relationships– Retention and growth– Funding and sponsorship
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Creating a sporting habit for life
Our responsibilities
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Sport EnglandWhole sector
coverage and scale
Our PartnersExperts in their
area
Creating a sporting habit for life
Understanding participants - checklist
- Age- Gender- Education- Family- Life stage- Work/study
status- Social grade- Ethnicity- Disability/
health
- Area / geography
- Housing
- What activities done? - How often –
frequency/regularity/seasonal?- Previous sporting participation
behaviour- What else do they spend their
time doing?
- Who do they trust?
- What media sources and channels?
- What do they know about the offer?
- Where is the info available?
- Where do they access info?
- What media sources?
- Friends / family?
- Practical e.g. time, cost, information, people
- Emotional e.g. lack confidence / competence
- What are they looking for?
- What do they think they’ll get from doing sport? (short/long term)
- What do they associate with sport/the activity? - Who do they think it is for?
- Who do they want to take part with?
- What do they want to do?
- Do they want coached/led or..?
- Timing?- Booking
options?- Where?
Creating a sporting habit for life
Example: Understanding the youth market
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Percentage of 16-25s participating in ‘any sport’ and at least once a week
Creating a sporting habit for life
At least once a week participation
Youth market: Who they are
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Source: Active People Survey 7
Males/females
aged 14-25
66.5% 45.9
%
White-BritishWhite-Other
AsianBlack
ChineseMixedOther
White-BritishWhite-Other
AsianBlack
ChineseMixedOther
64.1%60.2%
64.5%61.4%
60.3%66.2%
62.9%
45.8%40.6%
28.1%33.8%
42.8%52.4%
40.2%
16-25 year olds
Male
Female
Creating a sporting habit for life
Youth market: Where they are
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Creating a sporting habit for life
Youth market: What do they do
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Source: Active People Survey 7
Creating a sporting habit for life
Youth market: What do they do
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Creating a sporting habit for life
Youth market: Perceptions and beliefs
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Positive about sport
Recognise benefits of sport/activity
But not participating
Disinterested in participating in sport
Have a more functional relationship with it
Persuadable of benefits of being active that are relevant to them
Creating a sporting habit for life
Make use of our resources
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Creating a sporting habit for life 14
UNDERSTANDING YOUR PARTICIPANTSSPORTS SUMMIT 2014