XX Commonwealth Games Omnibus Research Report
This XX Commonwealth Games Omnibus Research Report measure progress against key marketing performance indicators (KPIs) and generates new insights that supported decision making around marketing activity in the run up to Glasgow 2014.
4. Connection with the Games
Support for the Games
4.1 In each survey wave respondents were asked to rate their support for the forthcoming Games, providing their answers on 5 point scale ranging from 'strongly against' to 'strongly supportive'. Figure 4.1 illustrates the proportions amongst each of the samples that provided a rating of 'strongly' or 'slightly' supportive.
4.2 In Scotland, following an initial increase between October 2012 and March 2013, levels of support remained consistent with just over three-quarters of Scots supporting the Games.
4.3 Levels of support in Scotland were consistently higher than those recorded in England and Wales.
Figure 4.1. Levels of support for the Games (strongly/ slightly supportive)
*Not asked in England/ Wales
Base: All respondents -England/ Wales (Oct 12 960; Oct 13 944; Jun 14 948); Scotland (Oct 12 1007; Mar 13 1002; Oct 13 1,010; Jun 14 995); Glasgow (Oct 12 111; Mar 13 124; Oct 13 115; Jun 14 125);
Personal benefits of involvement with the Games
4.4 In the survey waves conducted prior to the Games, respondents were asked to indicate what benefits, if any, they expected to gain from being involved with the Games. In the July 2014 wave (undertaken during and shortly after the Games) they were then asked to indicate what benefits had been obtained.
4.5 As shown in Table 4.1 below, over the survey waves the overall proportion of Scottish adults expecting a personal benefit from the games ranged from 43% in October to 54%. Expecting to have fun and feeling pride in Glasgow and/or Scotland being the hosts were the benefits most often mentioned across survey waves.
Table 4.1. Personal benefits of joining in with the Games - Scotland & Glasgow City
| Scotland | Glasgow** | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 12 | Mar 13 | Oct 13 | Jun 14 | Jul 14 | Oct 12 | Mar 13 | Oct 13 | Jun 14 | Jul 14 | |
| Any benefit (NET) | 43% | 55% | 43% | 48% | 54% | 59% | 61% | 46% | 67% | 80% |
| Will have fun | 20% | 25% | 16% | 17% | 24% | 18% | 39% | 15% | 25% | 33% |
| Proud Glasgow/ Scotland hosting | 12% | 11% | 16% | 13% | 13% | 11% | 9% | 10% | 8% | 8% |
| Get behind Scottish team/ athletes | 10% | 10% | 9% | 9% | 14% | 3% | 9% | 7% | 4% | 20% |
| Things to do with family | 6% | 9% | 6% | 6% | 4% | 9% | 16% | 5% | 7% | 6% |
| See athletes in action | 7% | 7% | 4% | 6% | 8% | 4% | 7% | 5% | 6% | 8% |
| Be fitter/ healthier | 6% | 6% | 4% | 6% | 8% | 11% | 7% | 7% | 6% | 7% |
| Once in a lifetime event | 7% | 9% | 5% | 6% | 7% | 5% | 7% | 3% | 7% | 10% |
| Things for children to do | 6% | 5% | 5% | 5% | 3% | 6% | 4% | 8% | 3% | 4% |
Please note that multiple responses were possible.
Base: All respondents Scotland (Oct 12 1007; Mar 13 1002; Oct 13 1,010; Jun 14 995; Jul 14 1003); Glasgow (Oct 12 111; Mar 13 124; Oct 13 115; Jun 14 125; Jul 14 102)
4.6 In most of the survey waves a larger proportion in Glasgow indicated that they expected to obtain personal benefits from the Games than did so in Scotland as a whole. Due to sample sizes, the July 2014 increase is not statistically significant, however, it does demonstrate a high proportion of Glasgow residents who expected to gain a personal benefit from joining in with the Games.
4.7 Amongst both the Scottish sample overall and residents of Glasgow, there was a significant increase in the proportion who felt that 'getting behind the Scottish team/ athletes' was a benefit of the Games. At a national level this rose from 9% June 14 to 14% Jul 14%, while amongst those living in Glasgow, an increase from 3% to 20% was recorded over the same period of time.
4.8 When the same question was asked of adults living in England and Wales (Table 4.2), around a third expected a personal benefit. The expectation for the event to be fun was the most frequently anticipated benefit.
Table 4.2. Personal benefits of joining in with the Games - England/ Wales
| England/ Wales | |||
|---|---|---|---|
| Oct 12 | Oct 13 | Jun 14 | |
| Any benefit (NET) | 34% | 31% | 31% |
| Will have fun | 13% | 11% | 15% |
| See athletes in action | 8% | 8% | 4% |
| Be fitter/ healthier | 6% | 6% | 4% |
| Things for children to do | 3% | 2% | 3% |
| Proud Glasgow/ Scotland hosting | 2% | 3% | 2% |
| Get behind Scottish team/ athletes | 1% | 1% | 2% |
| Once in a lifetime event | 3% | 3% | 2% |
| Things to do with family | 3% | 2% | 2% |
Please note that multiple responses were possible.
Base: All respondents England/ Wales (Oct 12 960; Oct 13 944; Jun 14 948)
Contact
Email: Imelda Giarchi
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