National Cricket Playing Survey 2014 Response base - volume With 37,586 responses this year we have now heard from 52,736 individuals. Only 6000 responded in both years* Total Responses Players Responses Lapsed 6192 1744 4391 6192 15021 31394 4385 9940 21815 1532 3914 6991 2013 2014 2013 2014 2013 2014 37,586 26,206 8,735 Increase of Increase of Increase of 77% 83% Unique Response Both years 60% 3 Matched on Email address. Those without email address are unknown and considered unique Both years figures for players and lapsed not equal due to respondents moving between groups
The National Cricket Playing Survey Breadth More responses from hard-to-reach players gives greater confidence their views are representative 14 and 15s 16 to 25s 2013 595 2013 3,067 Women & Girls 2013 555 2014 2,387 +301% 2014 6,902 +125% 2014 1,593 +187% South Asians 2013 836 2014 2,170 +160% Occasionals* 2013 960 2014 5,575 +480% Cameos* 2013 245 2014 1,273 +420% 4 *Classification method amended for 2014. Original method shows 101% increase for Occasionals and 78% increase for Cameo players
The National Cricket Playing Survey by County and League Geographically, far greater depth was gained this year LARGEST CCB INCREASE AVERAGE CCB INCREASE CCBs IMPROVED 244% 96% 38 of 39 By Somerset from 356 to 1224 responses 17 Counties doubled their 2013 sample CCBs increased their response in 2014 vs 2013 40+ RESPONSE LEAGUES 100+ LEAGUES 5 133 Leagues achieved 40+ responses vs 93 in 2013 75 Leagues achieved 100+ responses vs 33 in 2013 There will be an extra 40 leagues with their own results on the dashboard this year
Eureka! 2014 Embedding Capability Success in 2014 will be moving from understanding the value of insight, to acting on it TRANSFORMATION JOURNEY SCOPE OF EMBEDDING CAPABILITY PHASE Phase 1 Phase 2 Phase 3 Create and Build Embedding Capability Sustain & Evolve Apr 13 Feb 14 Feb 15 Collaborative approach between ECB, CCBs & Leagues OUTCOMES OF EMBEDDING CAPABILITY PHASE Jan 14 Jan 15 Jan 16 Participation and satisfaction KPIs agreed and tracked nationally and locally KPIs and metrics established for segmented growth strategy ECB and CCBs using insight to deliver plans that support more people, playing more frequently in teams Deliver and evaluate player communication pilot Eureka! Vision: Transforming our approach to acting on insight so more people play cricket more frequently in teams 1. Insight Creation Delivering deeper national playing insight 2. Dashboards and Diagnostics Tools to manage and deliver insight 3. Know-how Transfer Embedding an insight-led approach 4. Communication Pilot Creating a conversation with players ORGANISATIONAL IMPACT Capability We (ECB, BSMs, CCBs) have the tools & expertise to sustain Knowledge We have a deeper understanding of cricket players than ever before Metrics We have common metrics to evaluate & learn
Objectives 1 2 3 4 Share key messages from this year s National Cricket Playing Survey Set the tone for how we lead, influence and engage and the network Plan how the network will act on insight to effect change for next season Communicate next steps for sharing County and League level data
What will success look like? 1 2 3 Workshop participants equipped and motivated to. use this year s insight as a catalyst for changes in recreational cricket that result in more people playing cricket in teams next season
Structure of the insight Cost of Cricket Satisfaction and NPS Officiating Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Transforming our approach to acting on insight so more people play more frequently in teams Seasonality Recruitment Composition Coaching Transitions 14-25s Disability Cricket Women and Girls South Asians 10
Primary sources and changes to methodology Playing Survey Panels Play- Cricket Active People Survey National Cricket Playing Survey Sources remain similar to 2013, with introduction of playing survey panels Primary source for market sizing is Play-Cricket replacing Active People Survey Behavioural data trumps survey data (future proof) Demonstrate cricket understands its market Create 2014 insights and near-time business intelligence Mitigating risks of Play-Cricket through creating index group Weighted National Cricket Playing Survey against market sizing and validated with APS 11
Definitions Cricket Playing Market ( market ) 14-65 who plays cricket in teams in England & Wales Core Played at least 12 weeks out of the last 26 week season in teams (Summer or Winter) Occasional Played 3 to 11 weeks out of the last 26 week season in teams (Summer or Winter) Cameo Played 1 or 2 weeks of the last 26 week season in teams (Summer or Winter) 12 Age 14-19 20-25 26-29 30-34 35-44 45-54 55+ Gender Male Female Geography National Region County Socio Economic Sub Cat 1-10 Ethnicity White South Asians Type Outdoor Indoor Nets/Practice Informal Education In Education Not in Education Standard 1 st Team Other team Age Team
The cricket market is in decline Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Seasonality Cost of Cricket Satisfaction and NPS Officiating Coaching Acting on Insight Recruitment Composition 13 Transitions 14-25s Disability Cricket Women and Girls South Asians
Number of players The total number of players in teams has decreased by 7% +10% -10% -7% 2011 2012 2013 2014 14 Source: Play-Cricket 2011-2014. Index Group and whole database. Up to end of week 18 of season
Average number of weeks played per player The average number of weeks players play has decreased by 7% +13% -8% -7% 2011 2012 2013 2014 15 Source: Play-Cricket 2011-2014. Index Group and whole database. Up to end of week 18 of season
Fixture analysis from Play-Cricket Fixtures conceded, played, abandoned and cancelled are all adverse v 2013 Across all cricket, conceded fixtures are up by 63% over four years 3.3% 5.2% Played fixtures have decreased by 13% in comparison with 2013-13% 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 16 4% 2010 2011 2012 2013 2014 6% 4% 11% 2010 2011 2012 2013 2014 Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
Practice and nets Practice and nets are also in decline % Players who net 2013 % Players who net 2014 % Change CORE 70% 69% -1% OCCASIONAL 51% 46% -5% CAMEO 44% 28% -16% Total 55% 49% -6% 17 Source: NCPS 2013 & 2014 Data Question: Please tell us what type of cricket you play in the months that you have identified? (n=25,803)
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 18 Source: Play-Cricket index group & overall group validated with NCPS
Frequency of the playing market in Summer 2014 The frequency of players playing cricket in teams has declined by 7% from 2013 to 2014 Segment Players in segment Frequency (weeks played) CORE (Play more than 12 weeks) 29% 16 OCCASIONAL (Play 3 to 11 weeks) 48% 5 CAMEO 23% 1.2 (Play 1 or 2 weeks) 19 Source: Play-Cricket index group & overall group validated with NCPS
Why are concessions on the rise? Fixtures conceded, played, abandoned and cancelled are all adverse v 2013 Across all cricket, Conceded fixtures have risen 63% over the past four years 5.2% 3.3% 20 2010 2011 2012 2013 2014 Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
The cricket market is declining Cost of Cricket Satisfaction and NPS Officiating Coaching Lapsed and Never Played Transitions 14-25s Other Sports Play Attend Follow Disability Cricket Acting on Insight Size and Frequency Women and Girls Seasonality South Asians Recruitment Composition Players want to play more but can t find the cricket they want 21
Intent to play This decline is despite 90% of players telling us last year that they d play at least as much in 2014 80% 92% 87% 89% 90% 70% 60% 50% 40% 30% 20% 10% 0% Core Occasional Cameo All I will play more often I will play about the same I will play less I will not play at all 22 Source: NCPS 2013 Data Question: What are your plans next season? (n: Core=12,682, Occasional=960, Cameo=244)
The reasons players who want to play more, don t 53% 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 Said they could play more but the cricket on offer to them doesn t suit them Said they don t have time 23 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 Different segments show different barriers Age 36% 27% 38% 43% 30% 27% 50% 29% 20% 61% 53% 26% 33% 13% 14% I don t have time to play more cricket I could play more but what s available doesn t work for me I could play more but there is none available 14 to 19 20 to 25 26 to 34 35 to 54 55+ 33% 53% 38% 47% Ethnicity 39% 22% Gender 27% 28% 28% 24% 35% 25% Asian Other Female Male 24 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 cricket market is declining Players want to play more but can t find the cricket they want Cost of Cricket Satisfaction and NPS Officiating Coaching Lapsed and Never Played Transitions 14-25s Other Sports Play Attend Follow Disability Cricket Acting on Insight Size and Frequency Women and Girls Seasonality South Asians Recruitment Composition Dropout is rife and is gradually increasing 25
The cricket playing market by age The drop off points in cricket remain the same with mid to late twenties seemingly being a crucial time in the career of a cricketer 2014 Market 2013 Market 14-19 20-25 26-29 30-34 35-39 40-44 45-49 50-54 55+ 26 Source: Weighted National Cricket Playing Survey 2014 and 2013
The cricket market is declining Players want to play more but can t find the cricket they want Dropout is rife and gradually increasing Cost of Cricket Satisfaction and NPS Officiating Coaching Lapsed and Never Played Transitions 14-25s Other Sports Play Attend Follow Disability Cricket Acting on Insight Size and Frequency Women and Girls Seasonality South Asians Recruitment Composition Satisfaction is high overall but many are disgruntled 27
Overall satisfaction of the cricket playing market Satisfaction scores are higher this year 7.8 7.2 Vs average satisfaction score in 2013 Highest Satisfaction 14 to 15s 8.3 Core 8.0 Women 7.9 Lowest Satisfaction Cameo 7.4 Occasional 7.6 19 to 25s 7.7 Big Movers Cameo +17% Occasional +10% 26 to 34s +10% 28 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 are dissatisfied with end time in 2013 32% 39% 29% 21% 12% 16% 28% 29% 20% 18% Saturday Sunday Weekday 14 to 15 16 to 25 26 to 34 35 to 54 55+ Male Female 29 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
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 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 17% Worst County 43% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% All but four Counties have more than one in five dissatisfied 30 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 Best League 5% Worst League 53% 50 40 30 20 10 0 114/ 133 Leagues between 10% and 40% dissatisfaction 0% to 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% 31 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)
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 Dissatisfaction with travel distance National and County Travel distance dissatisfaction is also widespread across Counties.. Nationally, 16% of players are unhappy with travel distance to matches Player dissatisfaction with travel distance by County average Best County 0% Worst County 24% 30% 25% 20% 15% 10% 5% 0% 37 of 39 Counties have more than one in ten dissatisfied 32 Source: NCPS 2014 Data Question: To what extent are you satisfied or dissatisfied with travel distance? (n= 23,352)
Dissatisfaction with travel distance by League.but is an issue for at least one in five players in 25% of Leagues Player dissatisfaction with travel distance by League average Best League 70 60 0% Worst League 48% 50 40 30 20 10 0 0% to 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% 33 Source: NCPS 2014 Data Question: To what extent are you satisfied or dissatisfied with travel distance? (n= 23,352)
Why are cancellations and abandonments on the rise? Combined cancellations and abandonments are more than double last year s 6% of scheduled fixtures have been Abandoned in comparison with 4% in 2013 11% of all scheduled fixtures this year have been Cancelled almost 3x more than last 4% 2010 2011 2012 2013 2014 6% 4% 11% 2010 2011 2012 2013 2014 34 Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
The cricket market is declining Players want to play more but can t find the cricket they want Dropout is rife and gradually increasing Satisfaction is high overall but many are disgruntled Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Seasonality We have to lessen the effects of bad weather Cost of Cricket Satisfaction and NPS Officiating Coaching Acting on Insight Recruitment Composition 35 Transitions 14-25s Disability Cricket Women and Girls South Asians
Dry weekends in 2013 vs 2014 Weather has impacted this year: only nine 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 2012 2013 2014 Sat 12 10 14 9 Sun 14 12 16 15 % of total Cricket played by weekday in the summer Saturday 70% Sunday 14% 36 Source: Met Office
How do we increase opportunities to play? Scheduled fixtures have not increased the last three seasons Played fixtures have decreased by 13% in comparison with 2013-13% Scheduled Played 37 2010 2011 2012 2013 2014 Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
The cricket market is declining Players want to play more but can t find the cricket they want Dropout is rife and gradually increasing Satisfaction is high overall but many are disgruntled We have to lessen the effect of bad weather Cost of Cricket Satisfaction and NPS Officiating Coaching Lapsed and Never Played Transitions 14-25s Other Sports Play Attend Follow Disability Cricket Acting on Insight Size and Frequency Women and Girls Seasonality South Asians Recruitment Composition More Blackpool, less Cornwall 38
Average Rainfall by month 2011 to 2014 April and September are often as dry as May and July 90 80 70 mm Rainfall 60 50 40 30 20 10 0 Apr May Jun Jul Aug Sep 39 Source: Met office Question: Average rainfall 2011 to 2014 in England and Wales (August and September 2011-2013 only)
2014 Cricket Seasonality for the market and segments Building the shoulders of the season is the norm in tourism. Blackpool promotes Pleasure Beach in April and Illuminations in September Market 100% 90% 80% Core Occasional Cameo 70% 60% 50% 40% 30% 20% 10% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 40 Source: NCPS 2014 Data Question: In what months do you play cricket? (n = 25,585)
Why players don t play in the shoulders of the season Many players don t believe there s cricket for them to play in April and September 43% Don t believe there is cricket for them to play in April 57% Don t believe there is cricket for them to play in September Core Occasional Cameo Core Occasional Cameo 47% 42% 34% 64% 54% 40% 41 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)
The cricket market is declining Players want to play more but can t find the cricket they want Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Seasonality Dropout is rife and gradually increasing Satisfaction is high overall but many are disgruntled We have to lessen the effect of bad weather Cost of Cricket Satisfaction and NPS Officiating Coaching Transitions 14-25s Disability Cricket Acting on Insight Women and Girls South Asians Recruitment Composition Online stats encourage players to More Blackpool, less Cornwall play 42
Players views on the importance of stats Players say stats are important and they will encourage them to play more Cricket Playing Market 65% say access to statistics is important/very important 64% of players also agree that better and more accessible playing statistics encourages them to play more 43 Source: Play-Cricket 2011-2014. Index Group Question: To what extent do you agree with the statement better and more accessible playing statistics encourage me to play more? (n=25186) Question: How important is the following factor access to statistics about my own performance? (n=22862)
Play-Cricket Scorecards Stats drive participation, improve player experience and provide us with a rich source of data uploading scorecards online (whichever platform you use) should be high priority 73% 62% 2011-2013 average 2014 average 11% less games in 2014 have scorecards available on Play-Cricket vs previous years 80% 75% Average % completed fixtures with scorecards on Play-Cricket 9% 70% 65% 60% -8% -18% 55% 50% 2011 2012 2013 2014 44 Source: Play-Cricket 2011-2014
Player Communications Pilot Initial indications suggest communicating with players influences behaviour OPEN RATE 39%* CLICK RATE 13%^ 45 * Industry Benchmark = 27% ^ Industry Benchmark = 4%
Creating the conversation 46
The cricket market is declining Players want to play more but can t find the cricket they want Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Seasonality Dropout is rife and gradually increasing Satisfaction is high overall but many are disgruntled We have to lessen the effect of bad weather Cost of Cricket Satisfaction and NPS Officiating Coaching Transitions 14-25s Disability Cricket Acting on Insight Women and Girls South Asians Recruitment Composition Advocacy is the best form of More Blackpool, less Cornwall recruitment Online stats encourage players to play 47
% Net Promoter Score The Net Promoter Score (NPS) for cricket in 2014 remains high. NPS amongst females is up by 24% and the highest of any key growth segment. High NPS is an important indicator for recruitment 48% 54% vs This year in 2013 Highest NPS 35+ 55% Core 53% Female 52% Lowest NPS Cameo 35% Occasional 37% 19 to 25s 46% Big Movers* Occasional -26% Female +24% 26 to 34s -21% *% difference from last year 48 Source: NCPS 2014 Data Question: How likely are you to recommend cricket to your friends and family?
How players find their cricket team 65% of team recruitment is driven by friends and family. Only 5% of players found their team online and 3% responded to marketing Through a friend My parents took me there as a youth player Other Knew or had played against them before Mum/Dad played there Searched online I started it 65% of recruitment driven by friends/family Saw an advertisement in print Saw an advertisement online 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 49 Source: National Cricket Playing Survey 2014 Question: How did you find your current team? (n=25,296)
The cricket market is declining Players want to play more but can t find the cricket they want Lapsed and Never Played Other Sports Play Attend Follow Size and Frequency Seasonality Dropout is rife and gradually increasing Satisfaction is high overall but many are disgruntled We have to lessen the effect of bad weather Cost of Cricket Satisfaction and NPS Officiating Coaching Transitions 14-25s Disability Cricket Acting on Insight Women and Girls South Asians Recruitment Composition We need to act quickly on the More Blackpool, less Cornwall insight Online stats encourage players to play Advocacy is the best form of recruitment 50
Options for consideration 51 40 Leagues group has already started to discuss options including 1. Start times changed and made flexible. 2. Reduced overs in games. 3. Reduction of payments to overseas players. 4. Regionalisation of games reducing travelling. 5. Amalgamation of leagues to provide improved opportunities. 6. Improved communication with players. 7. Bowling restrictions to ensure substantial contributions from more players. 8. Batting & fielding restriction in place. 9. Points systems introduced to ensure more to play for. 10. Aggregate points system not average. 11. More use of spare days to play games. 12. Insights from players asked for & received. 13. Linear League structures. 14. Set finish times. 15. Bonus systems for points for clubs attending meetings. 16. Women & Girls Leagues set up. 17. Dual & multiple player registrations. 18. More communication with clubs. 19. Introduction of whole league seminars. 20. Attendance by leagues at relevant Cricket Councils. 21. Setting up of League Newsletters. 22. Better use of Social Media. 23. Introduction of development leagues. 24. Focus on Spirit of Cricket to improve player s experience. 25. Electronic scoring
Our challenges 1 Three groups: 1. How do we reduce the number of concessions? - retaining players, making it easier for them to play 2. How do we reduce the number of cancellations and abandonments? - getting more games on, rescheduling, moving start times, shorter formats 3. How do we increase the number of opportunities to play? - cricket for younger less able players, April, September, Sunday, midweek 20 minutes to discuss, 5 per group to play back
Our challenges 2 In County Network groups: How do you get the network across your County bought in to growing participation? How will you engage the wider network and other Leagues? What objections are you likely to encounter? How will you overcome the objections? Two specific ways in which ECB can best support you 45 minutes in groups then 15 to collate in plenary Consider
Our Challenge Across all cricket, conceded fixtures are up by 63% over four years 3.3% 5.2% Played fixtures have decreased by 13% in comparison with 2013-13% 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 54 4% 2010 2011 2012 2013 2014 6% 4% 11% 2010 2011 2012 2013 2014 Source: Play-Cricket 2011-2014 Whole database. Up to end of week 18 of season
55
Next Steps Conversation with players: ongoing Further insight on key segments: ongoing Dashboard webinars: 16 th and 17 th September Player contact sharing: September League engagement: September Online scorecard data records