1 / 38

Trends in your sport

Trends in your sport. Understanding the market potential for boxing. Contents. Part 5 – why do people box 25 Introduction 26 Reasons for participating 27 Reasons for dropping out 28 Part 6 – drawing it together – segmenting the boxing community 29 Introduction 30 The customer lifecycle 31

desma
Download Presentation

Trends in your sport

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Trends in your sport Understanding the market potential for boxing

  2. Contents • Part 5 – why do people box25 • Introduction 26 • Reasons for participating 27 • Reasons for dropping out 28 • Part 6 – drawing it together – segmenting the boxing community29 • Introduction 30 • The customer lifecycle 31 • Understanding the customer lifecycle 32 • Part 7 – retaining people who currently box and growing their engagement33 • Introduction 34 • Summary 35 • Appendix and Glossary36 • Introduction3 • Overall participation trend 4 • Current market for boxing 5 • Part 1 – the basic DNA of your sport6 • Gender and age 7 • Segments 8 • Education 10 • Motivations 11 • Part 2 – how many people in England box12 • Introduction 13 • Active people survey 14 • Seasonality 15 • Customer churn 16 • Frequency 17 • Part 3 – how much do your audiences engage with other sports18 • Introduction 19 • Multi-sport habits 20 • Loyalty 21 • Part 4 – how do people box22 • Introduction 23 • Duration 24

  3. INTRODUCTIONUnderstanding what the market in your sport looks like • To help you work out what you could achieve in 13-17, this section will contribute to your understanding of: • How many people play your sport, when and how often • How your sport is played, including variations, venues, structures and performance levels; and how the delivery of your sport is changing • Why people play your sport rather than another • Who plays which forms of your sport, how regularly and for what reasons • What other sports those people do • How well people are being retained within your sport • How the profile of your participants is changing within the overall trend in your sport • This section summarises our thinking on the potential for growth and retention in your sport, including relevant data. It does not include all available information but builds on the materials we have shared with you in the past. To create a more complete picture, it should be read alongside that previous analysis, as well as your own data and customer insight. These blue boxes are intended to provide a starting point for you to consider where the gaps might be in your understanding of your market, what the challenges and opportunities are within that market and where your priorities and focus should be to maximise your impact

  4. OVERALL PARTICIPATION TREND Participation in boxing continues to grow Monthly 1x30 • Boxing’s numbers saw a sharp increase in the 6 months to October 2011. Trend analysis suggests a more gradual pattern but clearly one of growth • Male participation is driving the growth, with increases amongst those in further education • Club membership and tuition in the sport are tracking the overall direction of travel but competitive boxing is declining as a proportion, suggesting that the growth is outside of organised competition Data source: Active People Survey

  5. CURRENT MARKET FOR BOXING The overall market for boxing has remained broadly stable in recent years, with growth in regular participation • The overall boxing market is the total of all the people with a stated engagement with boxing, through any level of actual or intended participation. • In the wheels on the right, the inner white circle represents the number of people participating once a week in your sport. • The outer ring is divided into different groups, namely: - people playing no sport but are interested in yours (light blue), - people playing a different sport but interested in yours (orange)- people who participate in your sport occasionally and may like to do more (dark blue) • The overall market for boxing has remained broadly stable whilst regular participation has grown (12% to April 2011) • Occasional participation has also grown by 43% • There have however been comparable drops in interest in boxing amongst both people taking part in another sport (-19%) and those who have been inactive over the last month (-47%), suggesting that boxing is currently capitalising on its existing demand rather than creating new interest Oct07-Oct08 Apr10-Apr11 • Are there groups of people who are easier to encourage to play your sport more regularly? • What other information do you hold that might help you to understand the overall level of interest in your sport? For example, increasing affiliations or social media traffic Data source: Active People Survey (APS2 and APS5Q2). Demand relates to people who respond that they would like to play more sport.

  6. PART 1 – THE BASIC DNA OF BOXING

  7. GENDER AND AGEBoxing is a four-fifths male sport, with drop off starting later than many sports in the mid 20s Average percentage of the population who have participated in Boxing at least once in the last month Gender split amongst all Boxing participants • The overall rate of participation in sport declines with age. However, we know that different sports appeal to different age groups • Is your sport accessible to people wanting to learn to play as an adult? What evidence do you have of people returning to your sport or taking it up for the first time later in life? Data source: Active People Survey 4 and 5Q2

  8. MALE SEGMENTSMale participation is focused on a few age groups but spread across a variety of segments, with better retention amongst the less affluent 56-65 66+ % of adult male population in each segment 46-55 18-25 26-45 Twilight Year Gents Data source: Sport England Market Segmentation tool

  9. FEMALE SEGMENTSFemale participation is predominantly focused on younger segments and less affluent women under 40 % of adult female population in each segment 18-25 26-45 66+ 56-65 46-55 Data source: Sport England Market Segmentation tool

  10. EDUCATIONJust under a third of boxing participants are still in education. Their pattern of participation mirrors that of the overall sport, with two thirds of regular participants not being club members Boxing frequencies for all participants – Apr 10-11 Boxing frequencies for participants still in Education (people attending school, FE or HE) – Apr 10-11

  11. MOTIVATIONSCurrent boxing participants are motivated by getting fitter and unwinding and the sport enables them to get the right levels of physical exertion for them. However, they also want to challenge themselves and, for those that compete, it matters that the officials are both knowledgeable and respected Top drivers for Satisfaction • Are there other activities which could answer these motivations equally well? What might you be competing against to retain your participants? Does that competition provide any opportunities to attract new participants? • How much of an affinity do different groups of participants feel for your sport in particular? Data source: Satisfaction Survey 2011

  12. PART 2 – HOW MANY PEOPLE IN ENGLAND BOX

  13. INTRODUCTIONWhy getting under the surface of the headline data matters • The way different participants in your sport define their participation as “regular” may differ from our collective ambition of once a week. For example, • “I swim regularly when I’m on holiday” • “I ski regularly for two weeks every year” • Regular, once a week participation is not necessarily the prevailing norm within your sport. For example, a significant proportion of your participants might find time for your sport once a fortnight for part of the year (as with Sailing) or intensively for just one week of the year (as with Snowsport) • It is therefore important to supplement Active People data with your understanding of how regularly and consistently different people are engaging with your sport through the year. For example, in Sailing, unique centre attendance figures might provide part of the picture of how and when people participate. • How is your data & customer insight helping you to understand: • What frequency and consistency of participation the current structures in your sport encourage from people who participate? • What proportion of participants are engaging through a structure that encourages a regular habit (for example club or league structures or informal networks) and what proportion have developed a regular habit through their own motivations? • What ways of consuming your sport are encouraging occasional or sporadic engagement? • Do you know how recently different parts of your audience last engaged with you or your sport? Did they get what they wanted from the experience? • This understanding can help identify the different offers needed to change different behaviours; such as encouraging one audience to increase their frequency of participation, and another to develop more regular engagement with your sport. • It can help identify those participants whose engagement with your sport is always likely to be more volatile, allowing you to factor risk into your projections for the overall size of your sport • It can also help shape the scale of delivery required to achieve targeted outcomes, for example how much over-programming might be required to achieve a given level of regular participation.

  14. THE ACTIVE PEOPLE SURVEYUnderstanding what Active People can and can’t tell us • The Active People Survey presents a snapshot of participation. Whilst it is an accurate reflection of the overall position in terms of the outcome of “regular, sustained participation”, it does not reveal how the behaviour of individuals varies over time (in the short, medium and long term). • In order to relate your delivery to Active People outcomes it is therefore important to understand both what it is and is not telling you • In reality, the same people are not all playing throughout the year, as many people ‘drop in’ and ‘drop out’ of sport. This is normal not exceptional behaviour. • Active People therefore provides a measure of the average annual participation rate in your sport, not its total number of participants. For example, both the following scenarios would result in an average of 10,000 weekly participants: The same 10,000 people play your sport once a week A different 10,000 people each quarter play your throughout the year sport once a week Total of 10,000 participants Total of 40,000 participants average weekly participation (APS) = 10,000 = 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 • The average annual rate of participation in a sport is a combination of: • The number of people who have played that sport in the last year • How much of the year each participant played for (e.g. just once, for a season or all year round) • How consistently each person played that sport (e.g. every week, most weeks, some weeks or just once) • How frequently each person played that sport (e.g. every day, once a week, once a fortnight or once a month) • Active People data alone does not give a complete answer to any of these points. However, using other data sources alongside Active People we can make intelligent assumptions about some of these individual points.

  15. SEASONALITYBoxing participation amongst club members is fairly consistent throughout the year (yellow line). However, participation by non-club members peaks in autumn/early winter (October-January) and has a low point in summer. Peaks in interest amongst inactive people tend to follow the peaks in participation • Many sports have a natural seasonal cycle, with a well-defined on and off season. This governs much of the traditional delivery framework for each sport • For example, many Rugby Union players play 15 a side during the winter and 7s during the “off-season”. Within this overall pattern, individual participants may have their own seasons, playing part of the year. • Understanding more about when during the year, and for how much of the year, different groups of participants engage with your sport can help shape the offers you provide • For example, some people create a mini-season around particular events, training in the lead up to a run or cycle and then reducing their activity or stopping altogether for a period afterwards Data source: Active People Survey

  16. CUSTOMER CHURNCompared to other sports with similar seasonal variation, boxing has relatively high turnover, with a smaller proportion of annual participants taking part in the average month. This suggests that a greater number of people are participating in boxing for just part of the year, particularly outside of club membership, as opposed to other combat sports which attract year round participation Number of people who report having boxed in the last year % of participants in the last month, participating at least once a week % of boxers in the last year who have boxed in the last month • In the chart above, boxing is compared with other sports of a similar overall seasonal pattern of participation through the year. • A low percentage suggests that your sport may be struggling to retain participants or engage them throughout the year. Reasons for this include: • - attracting people for one-off or occasional experiences • - people are playing more consistently for just part of the year. • Does your sport have participation opportunities or structures that encourage either of these behaviours? • The chart on the right shows the percentage of participants in the last month who are playing at least once a week Data source: Active People Survey 5 Q2 and Taking Part Survey (April 2010-March 2011

  17. FREQUENCYBoxing participants tend towards a habit of twice a week participation, with significant numbers also participating three times a week. There are relatively fewer people dipping into the sport occasionally • What does a habit look like in your sport? For example, is once a week, once a fortnight or once a month the norm in your sport? Is there a habit of playing three out of every four weeks? • Why do participants in your sport participate at different frequencies? • what role does your sport play in their lives? • what other activities do they see as complements and substitutes for participation? • How do different participants groups or target audiences tend to consume your sport? Data source: Active People Survey (APS2 and APS5Q2).

  18. PART 3 – HOW MUCH DO YOUR AUDIENCES ENGAGE WITH OTHER SPORTS

  19. INTRODUCTIONWhat role does your sport play in the lives of your participants? • Is there a “sport-specific” reason for their participation or does your sport answer a broader need or motivation? For example, is it seen by some participants as a good way to keep fit or socialise with friends? • How might you respond differently to the needs of people playing just your sport and people playing a range of sports? • Is your sport the main activity a participant is playing, is it training for another sport or is it just “light relief”? • Does your sport have a role for participants outside of competition? For example, how do you engage your competitive participants outside of the cycle of organised competition? • Is your sport part of your participants’ lifestyle? For example, do they identify themselves with playing it, or wear brands and clothing associated with your sport? • What are your retention rates amongst participants in organised competition in your sport? How many of those not currently participating are still engaged with your sport and likely to return next season?

  20. MULTI-SPORT HABITSVery few boxing participants have taken part in only boxing in the last month and well over half have played two or more other sports. Boxers more than the average sports participant have multi-sport experiences Boxing + 2+ other sports Boxing + 1 other sport Just Boxing Data source: Active People Survey 5 Q2

  21. LOYALTYRegular club boxers are more likely to be just taking part in boxing or doing that and just one other sport, possibly linked to training. Almost 70% of people who did boxing just one to three times in the last month took part in two or more other sports as well. Growing their participation will mean competing for their sporting attention • What role does your sport play in the lives of participants? Do they identify themselves just with your sport, or do they play a range of sports? • Is there a “sport-specific” reason for their participation or does your sport answer a broader motivation? For example, do they see it as a good way to keep fit, or to socialise with friends? • How might you respond differently to the needs of people playing just your sport and people playing a range of sports? What cross-sport collaboration could lead to greater retention of participants in both your sports? • Is your sport the main activity a participant is playing, training for another sport or perhaps “light relief”? Source: Active People Survey 5 Q2 and SQSE 2011 verbatims

  22. PART 4 – HOW DO PEOPLE BOX

  23. INTRODUCTIONDefining the current range of offers (products, experiences etc.) within your sport • Understanding the different ways in which people already participate in your sport, provides a good basis for planning future delivery • Given the focus on responding to local needs, your sport is likely to already be packaged and presented in many different ways. It can therefore be helpful to define the “products” and experiences currently available in your sport. These products will be combinations of what is being played, how it is organised and where it takes place: • Does your sport have different disciplines/formats, for example, 11 a side and small-side football? • How are those formats organised? For example, by someone else as part of a formal structure, by one of the participants or facilitated virtually (e.g. an online training programme). • Where do those different participation opportunities take place? For example, indoors or outdoors; in a dedicated or generic space? Can people just turn up and play or do they need to book or be a member? • Are there particular times of the day or week when your sport is played? This could be restricting or facilitating the participation of different audiences • Understanding how your sport has been repackaged or offered - by your NGB and others - and which audiences have been responding to it, can help identify which existing products can be used to develop both existing and new markets • Have any new products have emerged in the last 2-3 years? How have they changed the way people view and engage with your sport? • When developing new products, or scaling up existing ones, the key consideration is how one product can be positioned to meet several consumer needs. Efficient and effective delivery is achieved by creating and packaging a product that can appeal to the needs of several target audiences, rather than creating a new product for each apparent local need. • For some sports we have breakdowns of participation across different disciplines and locations (indoor and outdoor), including how participation varies across the year • Through Active Places we also hold data on existing sports facilities, although it is worth considering where your sport might be being played outside of these defined locations • However, this information and insight is best used in the context of your overall understanding of how people are engaging with your sport

  24. DURATIONThe average boxing session for most is about 80 minutes, but regular club members do much longer sessions (approaching two hours) • How do the existing products in your sport (including facility availability and the way sessions are booked) impact on the duration of participation? • Does the duration of average sessions in your sport make it difficult to find time to participate at certain times of the day; for example at lunchtime or winter evenings? • Have any new products, promotions or modified versions of your sport had any impact in changing this behaviour? Data source: Active Places and Satisfaction Survey 2011

  25. PART 5 – WHY DO PEOPLE BOX

  26. INTRODUCTIONUnderstanding why people box • Regular participation in sport is dependent on an individual’s motivations being stronger than the barriers they face • Each person’s motivations and barriers to participation are both personal (e.g. not enough time) and sport-related (e.g. there aren’t any facilities near me), and hence are a combination of real and emotional needs and expectations. • Needs and expectations often reflect the person’s wider lifestyle (e.g. “I need to play a sport that fits in to my lunch break”, or I expect the staff to treat me with the same familiarity and service that I get at my local coffee shop). • Motivations can relate directly to your sport (e.g. “I love the sense of achievement I get from reaching the top of the wall”), but they can also be more generic (e.g. “I enjoy spending time with my mates – often we play football in the park but sometimes we just go to the pub”). • Barriers to participation can also be logistical (e.g. “the nearest ice rink is 50 miles away”), practical (e.g. “I can’t play regularly as I’m not able to arrange child care”) or emotional (“I don’t feel fit enough to join in yet”). • The annual Satisfaction Survey provides a useful body of evidence on the key drivers for participation in your sport. It not only tracks satisfaction levels, but how important different features are to a person’s overall experience of your sport. • However, whilst useful, the annual survey is no substitute for using regular, ongoing dialogue with your customers. This regular feedback is central to identifying what does & doesn’t change customer behaviours, and hence how offers and delivery need to be shaped and evolved to achieve the required scale. • Many sports conduct annual surveys with members or affiliated participants. However the most successful sports have started to engage with participants on more of a rolling basis; through surveys, social media and direct product feedback Data source: Satisfaction Survey 2011

  27. REASONS FOR PARTICIPATING – an example from swimming In the example below, the same format (e.g. lane swimming) can be relevant to different people in different ways, by promoting and packaging it based on their needs, expectations and motivations. • Moving right to left, sport becomes one of an increasing range of activities a customer chooses from • Moving top to bottom, individual sports are part of an increasing range of recreational activities customerschoose from • How might different participants in your sport be spread across this picture? Source: all customer quotes are taken from the verbatims provided as part of the 2011 Satisfaction Survey

  28. REASONS FOR DROPPING OUTWork commitments are the stand out stated reason for drop out amongst boxing participants. Time is also prominent, perhaps linked to the perception of the levels of commitment the sport encourages from participants • Lifestyle factors (for example work commitments, injury, time) are a common barrier to sports participation. What mechanisms do you have in place to keep your customers engaged if the inevitable happens and their participation lapses for a time? • How are you encouraging people back into your sport after both a short and a long gaps? Data source: Satisfaction Survey 2011

  29. PART 6 – DRAWING IT TOGETHER: THINKING ABOUT SEGMENTING THE BOXING COMMUNITY

  30. INTRODUCTIONDefining the current audience and potential audiences - who plays what when; why do they play; and how much do they play? • The foundations of growing participation in your sport are retaining and developing your existing customer base • Current engagement with your sport is more complex than a split between those that participate and those that don’t • Understanding the different ways people participate in your sport, their different motivations and their different levels of engagement can add value to how you segment your audience • For example, by understanding the relative engagement levels of different customer segments, you can gain insight into how their participation might vary. This will help you to define the impact you can achieve, and also help with connecting delivery metrics to outcome measures. • In thinking about your products and services, and the delivery approaches that you want to encourage other partners to develop, you need to balance your focus and priorities between: • Retaining existing participation and engagement levels within your core customers • Increasing participation levels amongst those that already engage with your sport to some extent • Attracting new participants not currently engaged with your sport • The following slides provide an example of how you could think about your current market, segmented by engagement levels • It is illustrated through the use of verbatim quotes from the Satisfaction Survey • This is intended to be a starting point for you to consider how best to: • segment your audience to increase your understanding of how they engage with your sport • design what you might offer to develop and retain that engagement

  31. FANATICS/ PROMOTERS Actively involved in your sport, either through participating, volunteering or coaching Likely to have motivations linked specifically to your sport, although they may participate in other sports too SUPPORTERS Participants who have signed up as members or friends or who have some level of affiliation (either paid or unpaid). They are not necessarily participating regularly but are engaged enough with your sport to register their interest ENGAGERS Play your sport in a way that they define as regular (with different people playing at different frequencies). Motivation is not necessarily uniquely linked to your sport, but at least for now it is answering their need ENGAGED OUTSIDERS Not currently actively involved or participating in your sport, but express an interest specifically in it TOURISTS May be playing regularly from time to time but tend to pass by your sport occasionally or take part in one-off events POTENTIALS For example, lapsed participants or friends of participants. People with a direct link to your sport who aren’t yet articulating an interest in engaging THE CUSTOMER LIFECYCLEHow engaged are different participants with boxing, and how might this relate to how regularly they participate?

  32. “Having retired it gives me an opportunity to play, coach and officiate as a volunteer.” “Everyone gets along with each other at my club and we're really open to letting new players come in, at any level and the atmosphere is great.” “I'm a coach and teach 3 hours a week, so seeing the kids enjoy themselves makes it great for me. I also enjoy playing the game with friends and family.” PROMOTERS SUPPORTERS “The membership is fabulous, with lots of bonuses. It opens doors in so many ways, feeling part of a community that is included and recognised.” “I think what BE currently offer is good value for money“ “To be honest, I don't take advantage of the benefits offered to me by Badminton England. I just love to play.” ENGAGERS “I play once a week at a local club in Harrow but wish i had the opportunity to play more often!” “The quality of my sporting experience has possibly declined compared to last year due to a decrease in the number of active players at a local league level.” “It's part of my overall fitness/sport playing and not a core sport“ ENGAGED OUTSIDERS “My friend has had a long bout of depression so we have been unable to play” “I have not been able to find my friends available “ TOURISTS “I just enjoy a game occasionally with people who don't know the rules and don't care. Really just an opportunity to work up a sweat and enjoy a pint afterwards.“ POTENTIALS “We do things together for fun as a family team - it is nice to be able to participate as a whole family“ UNDERSTANDING THE CUSTOMER LIFECYCLEUnderstanding how engaged different groups and audiences are, helps define your sport’s potential for growth in loyalty or regular participation. An example from Badminton: Data source: Satisfaction Survey 2011

  33. PART 7 – RETAINING PEOPLE WHO CURRENTLY BOX AND GROWING THEIR ENGAGEMENT WITH YOUR SPORT

  34. INTRODUCTIONUnderstanding retention • Before considering growing into new markets, it is important to be clear on the scale and drivers of drop-out happening across your sport. Growth in one product or segment can easily be offset by poor retention elsewhere; which can be frustrating when hard work doesn’t then translate into an increase in regular sustained participation. • As you continue to build a fuller picture of your overall customer base, are you tracking retention amongst any particular groups, for example members or others that you are in direct contact with? What proportion of members are lost each year? What timeframe do you use to assess whether someone is still engaging but sporadically or lapsed? • How do you talk to you customers? What do you do that keeps you relevant to them in their lives? • How might you grow the sense of affinity your participants have with your sport? • Much of the data that we provide for NGBs is derived from Active People, which only measures participation amongst over 16s • The last 3 years has seen a decline in the overall percentage of 16 year olds participating regularly in sport, suggesting that fewer are making the transition from activities aimed at younger age groups • What information, for example membership data, do you hold on the number of under 16s playing your sport? What is your estimated retention rate of under 16s as the grow up? What factors are restricting transition in your sport? • Some NGBs, such as the FA, have used focus groups to explore how best to retain young people • For further insights, the learning from our recent work with young people is included in Section 2 about the sporting landscape

  35. SUMMARY • Participation in boxing continues to grow; Boxing’s numbers saw a sharp increase in the 6 months to October 2011. Trend analysis suggests a more gradual pattern but clearly one of growth • The overall market for boxing has remained broadly stable in recent years, with growth in regular participation • Very few boxing participants have taken part in only boxing in the last month and well over half have played two or more other sports. Boxers more than the average sports participant have multi-sport experiences • Boxing participants tend towards a habit of twice a week participation, with significant numbers also participating three times a week • Boxing is a four-fifths male sport, with drop off starting later than many sports in the mid 20s • Male participation is focused on a few age groups but spread across a variety of segments, with better retention amongst the less affluent; female participation is predominantly focused on younger segments and less affluent women under 40 • Just under a third of boxing participants are still in education. Their pattern of participation mirrors that of the overall sport, with two thirds of regular participants not being club members • Compared to other sports with similar seasonal variation, boxing has relatively high turnover, with a smaller proportion of annual participants taking part in the average month. This suggests that a greater number of people are participating in boxing for just part of the year, particularly outside of club membership, as opposed to other combat sports which attract year round participation • Boxing participation amongst club members is fairly consistent throughout the year (yellow line). However, participation by non-club members peaks in autumn/early winter (October-January) and has a low point in summer. Peaks in interest amongst inactive people tend to follow the peaks in participation • Current boxing participants are motivated by getting fitter and unwinding and the sport enables them to get the right levels of physical exertion for them. However, they also want to challenge themselves and, for those that compete, it matters that the officials are both knowledgeable and respected

  36. Appendix – summary data and glossary

  37. Sports Pack December 2011 – summary data tables Key Green shows a statistically significant increase compared with APS2. Red shows a statistically significant decrease compared with APS2. Data is shown only where the cell size is of 30 respondents or more. Cell sizes below this level are particularly vulnerable to surveying variability. * Historic education data is for APS4 Q2 (Apr 09 – Apr 10), this is the earliest date for which this data is available.

  38. Glossary of abbreviations • LD – ‘latent demand’ (respondents to the Active People Survey are asked whether they would like to play more sport and if so which one) • LD inactive – people who have not taken part in any sport in the last month but are interested in participating in yours • LD active – people who have played a different sport to yours in the last month but are interested in taking part in yours

More Related