Wellington, home of the Rugby Sevens. A Colmar Brunton Report 7 September 2010

Transcription

1 Wellington, home of the Rugby Sevens A Colmar Brunton Report 7 September

2 Summary of survey findings Introduction One thousand two hundred and twenty four (1,224) New Zealanders took part in an online survey about the Rugby Sevens between 25 August and 1 September The survey had an overall response rate of 45%. Key findings and statistics 2

3 Summary of survey findings (cont.) Key findings and statistics (continued) 3

4 How the survey was carried out One thousand two hundred and twenty four (1,224) online New Zealanders answered questions about the Rugby Sevens. The questions were included in the Colmar Brunton Omnijet; a fortnightly survey of 1,000 randomly selected members of Colmar Brunton s Fly Buys panel.* Two hundred booster interviews were carried out to allow us to analyse the responses of Wellingtonians separately. Fieldwork was carried out from 25 August to 1 September Response rates of 45% for the main survey and 44% for the booster survey were achieved. The data have been weighted by age, gender and location so that the results are representative of New Zealand s online population. The maximum margin of error for this stratified sample of 1,224 online New Zealanders is +/- 2.9% (at the 95% confidence level). *The Colmar Brunton Fly Buys panel is New Zealand s largest online panel. So far more than 150,000 members have signed up to take part in Colmar Brunton surveys. Fly Buys has one of the highest active household penetrations in the world of any loyalty programme, with 2.3 million active members. 4

5 5 Detailed survey findings

6 6 The Wellington Sevens have strengthened our nation s rugby image and reputation.

7 The Wellington Sevens has been good for rugby in New Zealand. Online NZers (n=1,042) Fans (n=693) (n=300) Wellingtonians (n=282) Those living elsewhere (n=359) 96% 98% 95% 95% 97% An overwhelming majority (96%) that the Wellington Sevens has been good for New Zealand rugby 7 Base: Online New Zealanders, excluding those who said Don t know

8 And that the Wellington Sevens have enhanced our reputation as a rugby nation The success of the Wellington Sevens has enhanced New Zealand s international reputation as a rugby nation. Online NZers (n=1,051) Fans (n=690) (n=298) Wellingtonians (n=281) Those living elsewhere (n=366) 92% 94% 89% 95% 93% 8 Base: Online New Zealanders, excluding those who said Don t know

9 9 The Sevens is a major event in Wellington Wellingtonians get behind it in a special way, and give it its unique character.

10 Four out of five online Kiwis (80%) say it would be difficult to replicate the Wellington Sevens elsewhere Wellington has created a unique character for the Sevens and this would be difficult to recreate in another city. Online NZers (n=1,032) 80% Fans (n=682) (n=301) Wellingtonians (n=286) Those living elsewhere (n=348) 84% 76% 94% 81% Three quarters of Aucklander, and 82% of Auckland Sevens fans. 86% of fans from outside Auckland and Wellington 10 Base: Online New Zealanders, excluding those who said Don t know

11 More than two thirds of those outside Auckland that would not support the Sevens in the same way. People in Auckland would not support the Sevens in the same way the Sevens in Wellington is supported. Online NZers (n=1,002) 61% Fans (n=660) 67% (n=300) 40% Even 40% of Wellingtonians (n=272) Those living elsewhere (n=338) 90% 69% 78% of fans from outside Auckland and Wellington 11 Base: Online New Zealanders, excluding those who said Don t know

12 12 Wellington s city layout is key to making the Sevens so significant in the city. The Sevens risks becoming just another event if moved somewhere else.

13 An overwhelming majority that Wellington s city layout contributes to the enjoyment of fans. Wellington s compact city layout, with the stadium close to the CBD, is an important feature in the enjoyment of the fans. Online NZers (n=1,046) Fans (n=681) (n=302) Wellingtonians (n=287) Those living elsewhere (n=355) 95% 96% 92% 99% 97% 13 Base: Online New Zealanders, excluding those who said Don t know

14 And more than two thirds of online Kiwis think the Sevens wouldn t be so successful in a larger more spread-out city like Auckland. The Sevens would not be so successful in a large, spread-out city like Auckland. Online NZers (n=1,010) 68% Fans (n=667) (n=294) 72% 50% Half of, and 53% of Auckland Sevens fans! Wellingtonians (n=280) 93% Those living elsewhere (n=341) 74% 14 Base: Online New Zealanders, excluding those who said Don t know

15 15 Fans would be unhappy if the event moved from Wellington.

16 Six out of ten fans (63%) say they d be less likely to go to the Sevens it were held in another city. I d be less likely to go to the Sevens in another city as it s not a proven success like Wellington is. Online NZers (n=987) 56% Fans (n=662) 63% (n=285) 42% Wellingtonians (n=275) Those living elsewhere (n=332) 92% 60% Including 70% of fans who live outside of both Auckland and Wellington 16 Base: Online New Zealanders, excluding those who said Don t know

17 More than three quarters of online Kiwis say fans would not be happy if the Sevens moved from Wellington. If the NZRU moves the Sevens from Wellington, rugby fans will not be happy. Online NZers (n=989) 77% Fans (n=659) (n=276) Wellingtonians (n=277) 81% 65% 95% And two thirds of, and 68% of Auckland fans. Those living elsewhere (n=345) 83% 17 Base: Online New Zealanders, excluding those who said Don t know

18 18 The price of a two-day ticket compares well with other entertainment.

19 Four of five fans (82%) think $150 for a two-day ticket is good value compared to other entertainment. The price of a two-day ticket to the Wellington Sevens is $150. This is good value for money compared to other entertainment. Online NZers (n=1,047) 73% Fans (n=684) (n=302) 82% 69% And 76% of Auckland fans Wellingtonians (n=274) Those living elsewhere (n=367) 83% 74% Including 85% of fans who live outside of both Auckland and Wellington 19 Base: Online New Zealanders, excluding those who said Don t know

20 20 A decision about the Sevens needs to consider more than just the money.

21 More than half of online Kiwis (56%) believe the NZRU should consider other factors than just the money. For the New Zealand Rugby Union (NZRU), money must always be the most important consideration. Online NZers (n=1,020) 56% 44% Fans (n=664) 57% 43% (n=296) 60% 40% Wellingtonians (n=273) 52% 48% Those living elsewhere (n=357) 53% 47% 21 Base: Online New Zealanders, excluding those who said Don t know

22 22 Respondent profiles

23 Fans of the Rugby Sevens Are you a fan of the Rugby Sevens? By location Never heard of the Sevens (2%) No Yes 23 Base: All respondents (n=1,224)

24 Age and gender profiles Gender Age group 24 Base: All respondents (n=1,224)

25 Location profile 25 Base: All respondents (n=1,224)