Transcript Slide 1

ACTING ON INSIGHT SO
MORE PEOPLE PLAY CRICKET
MORE FREQUENTLY IN TEAMS
Number of players
The total number of players in teams has decreased by 7%
+10%
-6%
-10%
2011
2
2012
2013
Source: Play-Cricket 2011-2014. Index Group and whole database. Up to end of week 18 of season
2014
Average number of weeks played per player
The average number of weeks players play has decreased by 7%
+13%
-7%
-8%
2011
3
2012
2013
Source: Play-Cricket 2011-2014. Index Group and whole database. Up to end of week 18 of season
2014
Fixture analysis from Play-Cricket
Fixtures conceded, played, abandoned and cancelled are all adverse v 2013
Conceded fixtures are at their peak,
accounting for 5.2% of scheduled fixtures
Played fixtures have decreased by 13% in
comparison with 2013
5.2%
3.3%
-13%
Scheduled
Played
2010
2011
2012
2013
2014
6% of scheduled fixtures have been
Abandoned in comparison with 4% in 2013
2010
2011
2012
2013
2014
11% of all scheduled fixtures this year have
been Cancelled – almost 3x more than last
6%
11%
4%
4%
4
2010
2011
2012
2013
2014
2010
2011
Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
2012
2013
2014
Total number of players playing cricket in teams in the Summer 2014
844,000
Playing Market
(Aged 14-65 in England and Wales)
compared with 908,000 in 2013
5
Source: Play-Cricket index group & overall group validated with NCPS
The reasons players who want to play more, don’t
Many would like to play more but can’t find the right offer
AVAILABILITY
OFFER
TIME
26% 27% 47%
Said they could play more
but there is no cricket
available
6
Said they could play more
but the cricket on offer to
them doesn’t suit them
Of players said they don’t
have time
Source: NCPS 2014 Data
Question: To what extent do you agree or disagree with the statement: ‘I would like to play more cricket’?
Question: To those that would like to play more: ‘Why do you not play more?’ n=16,733
The reasons for not playing more, by segment
Cricket availability and time prevent younger players and females playing more. The current offer
is a particular problem for South Asian players
36%
Age
I don’t have time to play more
cricket
43%
50%
38%
14 to 19
29%
27%
20%
13%
14%
20 to 25
26 to 34
35 to 54
55+
38%
53%
Gender
39%
I could play more but there is
none available
33%
26%
33%
47%
27%
28%
22%
7
I could play more but what’s
available doesn’t work for me
27%
30%
Ethnicity
53%
61%
28%
24%
35%
Asian
Other
Female
25%
Male
Source: NCPS 2014 Data
Question: To what extent do you agree or disagree with the statement: ‘I would like to play more cricket’?
Question: To those that would like to play more: Why do you not play more? n=16,733
Dry weekends in 2013 vs 2014
Weather has impacted this year: only 9 Saturdays, when 70% of cricket is played, have
been dry compared with 14 in 2013
Dry Weekends <3mm Rain
Out of first 17 weeks of season
2011
Sat
12
2012
10
2013
14
% of total Cricket
played by weekday
in the summer
Saturday
2014
9
70%
Sunday
Sun
14
12
16
15
14%
8
Source: Met Office
2014 Cricket Seasonality for the market and segments
Building the shoulders of the season represents an opportunity to grow the summer market
Market
100%
Core
90%
Occasional
80%
Cameo
70%
60%
50%
40%
30%
20%
10%
0%
Jan
9
Feb
Mar
Apr
May
Jun
Source: NCPS 2014 Data
Question: In what months do you play cricket? (n = 25,585)
Jul
Aug
Sep
Oct
Nov
Dec
Average Rainfall by month 2011 to 2014
April and September are often as dry as May and July
90
80
70
60
Mm
Rainfall
50
40
30
20
10
0
Apr
10
May
Jun
Jul
Aug
Source: Met office
Question: Average rainfall 2011 to 2014 in England and Wales (August and September 2011-2013 only)
Sep
The reason why players don’t play in the shoulders of the season – by gender
Women are more likely to not play in the shoulders of the season because of lack of
opportunity
April
56%
No Cricket for me
to play
The weather isn't good
enough
September
70%
42%
17%
26%
56%
6%
15%
19%
21%
20%
23%
Play Other Sports
Don't want to extend
season
6%
6%
8%
9%
Male
Pitch being used for
other sports
11
2%
3%
Female
6%
7%
Source: NCPS 2014 Data
Question: You've told us you didn't play in April. Please tell us why: (n=3992)
Question: You've told us you didn't play in September. Please tell us why: (n=4790)
Overall satisfaction of the cricket playing market
Satisfaction scores are higher this year
7.8
7.2
Vs
average satisfaction score
Highest
Satisfaction
12
in 2013
Lowest
Satisfaction
Big
Movers
14 to 15s
8.3
Cameo
7.4
Cameo
+17%
Core
8.0
Occasional
7.6
Occasional
+10%
Women
7.9
19 to 25s
7.7
26 to 34s
+10%
Source: NCPS 2014 Data
Question: Overall, how satisfied are you with your cricket experience? (n=25,579)
Dissatisfaction with the end time of matches
Match end time dissatisfaction is greatest amongst important groups on the biggest day
27% 28%
Vs
in 2013
are dissatisfied with end time
32%
13
Sunday
29%
28%
21%
Saturday
29%
39%
12%
16%
Weekday
14 to 15
18%
20%
16 to 25
26 to 34
35 to 54
55+
Male
Source: NCPS 2014 Data
Question: How happy or unhappy are you with the finish time of matches: (n=24,836) Happy = Happy or Very Happy
Female
Dissatisfaction with end time – National and County
….. and is an issue for at least one in five players in all but four counties
Nationally,
27%
of players are unhappy with the end time of matches
Player dissatisfaction with end time by County average
Best County
50%
45%
40%
17%
35%
30%
25%
20%
15%
Worst County
10%
5%
43%
14
Suffolk
Lincolnshire
Norfolk
Isle of Wight
Durham
Northumberland
Dorset
Shropshire
Derbyshire
Buckinghamshire
Yorkshire
Warwickshire
Leicestershire
Northamptonshire
Oxfordshire
Lancashire
Worcestershire
Essex
Berkshire
Cambridgeshire
Cornwall
Staffordshire
Bedfordshire
Nottinghamshire
Middlesex
Hertfordshire
Huntingdonshire
Sussex
Hampshire
Gloucestershire
Wales
Cheshire
Wiltshire
Devon
Somerset
Surrey
Cumbria
Kent
Herefordshire
0%
Source: NCPS 2014 Data
Question: How happy or unhappy are you with the finish time of matches: (n=24,836) Happy = Happy or Very Happy
Dissatisfaction with end time – by League
End time dissatisfaction shows much greater variation by League
Player dissatisfaction with end time by League average
40%
Best League
35%
30%
5%
Worst League
25%
20%
15%
10%
53%
15
5%
0%
0% to 10%
11% to 20%
21% to 30%
31% to 40%
41% to 50%
Source: NCPS 2014 Data
Question: How happy or unhappy are you with the finish time of matches: (n = 133 Leagues with 40 or more responses)
51% to 60%
End time satisfaction shows much greater variation by League
Dissatisfaction with travel distance – National and County
Travel distance dissatisfaction is also widespread across Counties…..
16%
Nationally,
of players are unhappy with travel distance to
matches
Player dissatisfaction with travel distance by County average
Best County
30%
25%
0%
20%
Worst County
5%
15%
0%
24%
All but one County has at
least one dissatisfied player
per team
Isle of Wight
Derbyshire
Huntingdonshire
Bedfordshire
Gloucestershire
Northamptonshire
Durham
Yorkshire
Dorset
Leicestershire
Cornwall
Berkshire
Buckinghamshire
Lincolnshire
Hampshire
Wales
Nottinghamshire
Suffolk
Lancashire
Shropshire
Staffordshire
Cumbria
Warwickshire
Kent
Norfolk
Wiltshire
Somerset
Northumberland
Essex
Sussex
Middlesex
Surrey
Oxfordshire
Cambridgeshire
Hertfordshire
Herefordshire
Cheshire
Devon
Worcestershire
10%
Source: NCPS 2014 Data
Question: To what extent are you satisfied or dissatisfied with travel distance? (n= 23,352)
16
Dissatisfaction with travel distance – by League
….but is an issue for at least 1 in 5 players in 25% of Leagues
Player dissatisfaction with travel distance by League average
Best League
50%
45%
40%
0%
35%
30%
25%
20%
Worst League
15%
10%
48%
17
5%
0%
0% to 10%
11% to 20%
21% to 30%
31% to 40%
Source: NCPS 2014 Data
Question: To what extent are you satisfied or dissatisfied with travel distance? (n= 23,352)
41% to 50%
51% to 60%
Gloucestershire Cricketers
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
95%
81%
83%
73%
70%
Format
Length of Day
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Travel Distance
Challenging Opposition
97%
88%
93%
89%
71%
89%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
93%
77%
91%
63%
Important
Satisfied
Important
Satisfied
Comparison of Satisfaction factors
between 2013 and 2014
Importance
2014
2013
Satisfaction
Variance
2014
2013
Variance
IMPORTANCE vs SATISFACTION
Spirit of the Game
Challenging Opposition
Pitch Quality
Umpire Quality
Travel Distance
97%
93%
93%
91%
71%
97%
0%
91%
1%
93%
-1%
93%
-2%
69%
2%
+
+
+
88%
89%
77%
63%
89%
81%
7%
91%
-2%
70%
7%
52%
10%
85%
3%
+
+
+
+
7.9
7.1
0.8
+
OVERALL SATISFACTION
Overall Satisfaction
GAME DAY FACTORS
% happy with the format they play
95%
89%
7%
+
% happy with the number of overs they play
83%
80%
3%
+
% happy with the length of their day
81%
81%
0%
-
% happy with the time their matches start
73%
75%
-1%
-
% happy with the time their matches end
70%
74%
-4%
-
19
Gloucestershire – Leagues
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
95%
76%
Format
Length of Day
83%
71%
66%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
97%
88%
92%
90%
69%
84%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
95%
77%
92%
60%
Important
Satisfied
Important
Satisfied
20
Perfect Day – all Players
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 78%
Sunday
Weekday
15%
7%
Start Time
Most people said
74%
National
50%
20%
40%
National
30%
6%
20%
National
1pm
10%
0%
9-10am 11am
Match Duration
Most people said
1pm
2pm
3-5pm 6-7pm
Number of Overs
National*
5-6 hours
40%
35%
30%
25%
20%
15%
10%
5%
0%
12pm
Most people said
40 overs
40%
35%
30%
25%
20%
15%
10%
5%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8
More
hours hours hours hours hours hours hours than 8
hours
40 overs
45 overs
50 overs
35 overs
30 overs
*Top 5 answers
21
Pefect Day – Non Core
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 69%
Sunday
Weekday
18%
13%
Start Time
Most people said
61%
National
50%
29%
40%
National
30%
11%
20%
National
1pm
10%
0%
9-10am 11am
Match Duration
Most people said
1pm
2pm
3-5pm 6-7pm
Number of Overs
National*
5-6 hours
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
12pm
Most people said
40 overs
50%
40%
30%
20%
10%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8
More
hours hours hours hours hours hours hours than 8
hours
40 overs
45 overs
30 overs
50 overs
35 overs
*Top 5 answers
22
League Comparison
League
Overall
Challenging Opposition
Pitch Quality
Umpire Quality
Travel Distance
Spirit of the Game
Importance Satisfaction Importance Satisfaction Importance Satisfaction Importance Satisfaction Importance Satisfaction Satisfaction
Bristol & District League
91%
90%
95%
69%
88%
55%
76%
92%
98%
85%
7.7
Cotswold District Cricket Leagues
96%
83%
90%
71%
80%
60%
61%
93%
96%
97%
7.8
Gloucestershire County Cricket League
94%
84%
99%
73%
91%
61%
69%
89%
98%
82%
8.1
North Somerset League
91%
87%
92%
79%
84%
68%
74%
87%
100%
88%
7.6
Somerset Cricket League (Shrubbery Hotel)
88%
86%
95%
68%
90%
59%
71%
82%
96%
84%
7.7
Stroud League
95%
80%
90%
74%
91%
66%
72%
97%
100%
97%
7.7
West of England Premier League
93%
92%
98%
82%
95%
56%
62%
74%
96%
90%
7.9
West Somerset League
86%
95%
91%
84%
93%
64%
72%
96%
99%
88%
7.9
Wiltshire County Cricket League
88%
89%
93%
65%
92%
61%
68%
83%
94%
93%
7.7
23
WEPL – all data
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
95%
69%
Format
Length of Day
84%
72%
65%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
96%
90%
93%
92%
62%
74%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
98%
82%
95%
56%
Important
Satisfied
Important
Satisfied
WEPL – non Core
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
98%
54%
Format
Length of Day
75%
58%
45%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
100
%
86%
93%
83%
75%
76%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
96%
92%
87%
56%
Important
Satisfied
Important
Satisfied
25
WEPL – Overs by Division
Dissatisfaction
35
30
25
20
1st XI
2nd XI
15
10
5
0
Prem1
Prem2
Tier3
Tier4
26
WEPL – Travel by Division
Dissatisfaction
70
60
50
40
1st XI
2nd XI
30
20
10
0
Prem1
Prem2
Tier3
Tier4
27
Bristol and District League
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
93%
70%
74%
54%
47%
Format
Length of Day
No of Overs
Start Time
End Time
* The National average reflec ts your selec tion,
exc luding geographic al filters
National*
Importance vs Satisfaction
Spirit of the Game
Travel Distance
Challenging Opposition
98%
85%
91%
90%
76%
92%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
95%
69%
88%
55%
Important
Satisfied
Important
Satisfied
1st XI
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
92%
67%
72%
40%
34%
Format
Length of Day
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
96%
84%
91%
94%
72%
91%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
96%
72%
94%
46%
Important
Satisfied
Important
Satisfied
26-44 yr Olds
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
93%
63%
Format
Length of Day
70%
40%
32%
No of Ove rs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
98%
82%
91%
88%
78%
93%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
95%
68%
88%
53%
Important
Satisfied
Important
Satisfied
B+D Perfect Day- Saturday Players
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 88%
Sunday
Weekday
8%
5%
Start Time
Most people said
74%
National
50%
20%
40%
National
30%
6%
20%
National
1pm
10%
0%
9-10am 11am 12pm
Match Duration
Most people said
2pm 3-5pm 6-7pm
Number of Overs
National*
5-6 hours
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
1pm
Most people said
45 overs
50%
40%
30%
20%
10%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8 More
hours hours hours hours hours hours hours than 8
hours
45 overs
40 overs
50 overs
35 overs
*Top 5 answers
30 overs
B+D - Overs
League Format: How many overs people play
and what they would prefer to play
Number of Overs
Played Per Innings
Percentage of People
10 to 15
0.0%
20
4.3%
30
0.5%
40
1.9%
45
92.2%
50
1.1%
Prefer Fewer Overs
Happy With Overs
33%
Prefer More Overs
67%
100%
73%
45%
55%
27%
46%
10%
45%
32
Gloucs County League
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
98%
86%
Format
Length of Day
86%
84%
79%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Travel Distance
Challenging Opposition
98%
82%
94%
84%
69%
89%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
99%
73%
99%
61%
Important
Satisfied
Important
Satisfied
33
GCCL Perfect Day – Saturday Cricketers
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 93%
Sunday
4%
Weekday
3%
Start Time
Most people said
74%
National
60%
20%
50%
National
40%
1pm
30%
6%
20%
National
10%
0%
9-10am 11am 12pm
Match Duration
Most people said
2pm 3-5pm 6-7pm
Number of Overs
National*
6-7 hours
Most people said
60%
50%
50%
40%
40%
1pm
45 overs
30%
30%
20%
20%
10%
10%
0%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8 More
hours hours hours hours hours hours hours than 8
hours
45 overs
40 overs
50 overs
25 overs
35 overs
*Top 5 answers
34
Stroud League
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
99%
90%
Format
Length of Day
83%
76%
89%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
100
%
97%
95%
80%
72%
97%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
90%
74%
91%
66%
Important
Satisfied
Important
Satisfied
35
Cotswold District
Happy with Game Day Factors
100%
80%
60%
40%
20%
0%
92%
88%
Format
Length of Day
87%
73%
62%
No of Overs
Start Time
End Time
National*
Importance vs Satisfaction
Spirit of the Game
Trav el Distance
Challenging Opposition
96%
97%
96%
83%
61%
93%
Important
Satisfied
Important
Satisfied
Important
Satisfied
Pitch Quality
Umpire Quality
Importance
Satisfaction
90%
71%
81%
60%
Important
Satisfied
Important
Satisfied
36
Gloucs Perfect Day – Sunday Cricketers
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 78%
Sunday
15%
Weekday
7%
Start Time
Most people said
74%
National
40%
20%
30%
2pm
National
20%
6%
National
10%
0%
9-10am 11am 12pm
Match Duration
Most people said
2pm 3-5pm 6-7pm
Number of Overs
National*
4-5 hours
40%
35%
30%
25%
20%
15%
10%
5%
0%
1pm
Most people said
40 overs
50%
40%
30%
20%
10%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8 More
hours hours hours hours hours hours hours than 8
hours
40 overs
45 overs
30 overs
35 overs
20 overs
*Top 5 answers
37
Gloucs Perfect Day - Female
Perfect Game Day: What players said was their favourite
day, start time, match duration and number of overs
Day of the Week
Saturday 41%
Sunday
40%
Weekday
19%
Start Time
Most people said
33%
National
40%
55%
30%
9-10am
National
20%
12%
National
10%
0%
9-10am 11am 12pm
Match Duration
Most people said
2pm 3-5pm 6-7pm
Number of Overs
National*
3-4 hours
35%
30%
25%
20%
15%
10%
5%
0%
1pm
Most people said
30 overs
35%
30%
25%
20%
15%
10%
5%
0%
Up to 2 2-3
3-4
4-5
5-6
6-7
7-8 More
hours hours hours hours hours hours hours than 8
hours
30 overs
40 overs
20 overs
50 overs
45 overs
*Top 5 answers
38