EXPLORING THE FEMALE FOOTBALL UNIVERSE IN ENGLAND · I am studying at sixth form college now and I still love playing football, proper football – small sided doesn’t interest

EXPLORING THE FEMALE FOOTBALL UNIVERSE IN ENGLAND

SIZE OF THE FEMALE FOOTBALL UNIVERSE IN ENGLAND 3-4

HOW TO INTERPRET THE DATA IN THIS REPORT 5-6

PLAYER PROFILES 7-28

COMMITTED KIRA 8-10

FOOTY FAYE 11-13

SMALL SIDED SAMIRA 14-16

BUSY MUM BEA 17-19

EDUCATED EMILY 20-22

LEFT OUT LUCY 23-25

KICK ABOUT KATIE 26-28

CONTENTS

CO

NTE

NTS

2© THE FOOTBALL ASSOCIATION EXPLORING THE FEMALE FOOTBALL UNIVERSE IN ENGLAND

3© THE FOOTBALL ASSOCIATION

SIZE OF THE FEMALE FOOTBALL UNIVERSE IN ENGLAND



1.7 MILLION FEMALES PLAY FOOTBALL IN ENGLAND

Understanding our female participants in detail is key for recruiting, developing and retaining our players. To do this we have segmented adult female football into 7 player typologies


SIZE

OF

THE

FEM

ALE

FO

OTB

ALL

UN

IVER

SE IN

EN

GLA

ND

7 SEGMENTS OF PLAYERS HAVE BEEN IDENTIFIED

10%

5%

15%

15%27%

13%

15% Footy Faye85,000

Committed Kira170,000

Small Sided Samira255,000

Educated Emily459,000

Left out Lucy221,000

Busy Mum Bea255,000

Kick about Katie255,000

Ordered by frequency of play


HOW TO INTERPRET THE DATA IN THIS REPORT


HO

W T

O IN

TER

PRET

TH

E D

ATA

IN T

HIS

REP

ORT

© THE FOOTBALL ASSOCIATION EXPLORING THE FEMALE FOOTBALL UNIVERSE IN ENGLAND 6

HOW TO INTERPRET RADAR GRAPHS

Radar graphs are used to show how media consumption for a given segment compares to the total average

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageSegment

HOW THE RADAR GRAPHS WORK

The blue area at the centre of a radar graph represents the average (the equivalent of ‘100’). The coloured line represents the index for a segment’s media consumption vs. the total average.

In the example shown here, we can see that this segment heavily over-indexes on cinema, video-on-demand (VOD), social media and mobile, when compared to the total average.

RADAR GRAPH FOR MEDIA CONSUMPTION

© THE FOOTBALL ASSOCIATION


PLAYER PROFILES


COMMITTED KIRASEGMENT SIZE 10%

WHO I AMI am studying at sixth form college now and I still love playing football, proper football – small sided doesn’t interest me. I think I am better than average – but I do play a lot and do some coaching as well, it’s my main sport – I love it!

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageCK

RADAR GRAPH TO SHOW COMMITTED KIRA’S MEDIA PREFERENCES

Kira is a heavy cinema goer but also relies very much on her mobile phone and social networking sites as well playing catch up through video on demand.

THE BEST AND MOST DIRECT WAYS TO REACH KIRA ARE VIA:

Cinema

Mobile

Social Networking

VOD


CO

MM

ITTE

D K

IRA



SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY COMMITTED KIRA

Exercise using gym equipment

Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

4

2

0

0

%

55

28

11

Total Kira

FOOTBALL PLAYED (DAYS IN LAST MONTH)

Total Kira

KickaboutSmall sided11 v 111.7

1.7

1.7

11.7

0.90.1

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

70

6

8

3

6

7

Total Kira

46%

40%

14%

Total

HighMidLow

47%

39%

14%

Kira

NO. OF SPORTING ACTIVITIES PLAYED

Total Kira

3.72.8

OTHER PARTICIPATION IN SPORT (ALL SPORTS)

Coaching

O�ciating

Administration

Volunteering

None of these

33

14

15

29

45

Total Kira

%


CO

MM

ITTE

D K

IRA



WHY I PLAY FOOTBALL

WHAT STOPS ME PLAYING MORE FOOTBALL

To be part of the game I love I am good at football To be part of a team

Lack of free time Recent injury Cost, can’t afford to due to current economic conditions


CO

MM

ITTE

D K

IRA


FOOTY FAYESEGMENT SIZE 5%

WHO I AMI love football! I’ll play any kind of football, 11v11, small sided or just a kick about with my friends. It’s always me who does all the organising but I don’t mind. I am always doing something sporty but football is definitely my favourite. Football is a good laugh but I am serious about wanting to improve my skills

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageFF

RADAR GRAPH TO SHOW FOOTY FAYE’S MEDIA PREFERENCES

Faye is very much reliant on her mobile phone and social networking site however you can also reach her via direct mail.

THE BEST AND MOST DIRECT WAYS TO REACH FAYE ARE VIA:

Direct MailMobileCinemaSocial Networking


FOO

TY F

AYE



SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY FOOTY FAYE

Cycling

Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

20

24

0

0

%

10

28

17

Total Faye


Total Faye


1.7

1.7

1.4

4.4

1.8

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

28

20

35

6

8

2

Total Faye

46%

40%

14%

Total Faye

HighMidLow

25%

47%

28%


Total Faye

3.7 3.8


Coaching

O�ciating

Administration

Volunteering

None of these

31

8

33

39

46

Total Faye

%


FOO

TY F

AYE



WHY I PLAY FOOTBALL


To be part of the game I love Health & fitness To be part of a team

Recent injury Lack of free time Too cliquey


FOO

TY F

AYE


SMALL SIDED SAMIRASEGMENT SIZE 15%

WHO I AMThese days I play small sided football, I used to play 11v11 but I just don’t have the time anymore. Playing football keeps me fit, as does swimming and running which I also enjoy. I suppose I am sporty, I get involved in lots of activities and I don’t mind helping out when I am needed.

RADAR GRAPH TO SHOW SMALL SIDED SAMIRA’S MEDIA PREFERENCES

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageSSS

Samira is a heavy mobile user, using her mobile to connect to the internet several times a day – she also regularly enjoys visiting the Cinema

THE BEST AND MOST DIRECT WAYS TO REACH SAMIRA ARE VIA:

Mobile

Cinema

Direct Mail

Social Networking


SMA

LL S

IDED

SA

MIR

A



SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY SMALL SIDED SAMIRA

Swimming

Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

22

20

4

2

%

8

17

28

Total Samira


Total Samira


1.7

1.7

5.2

0.2

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

17

9

24

38

6

6

Total Samira

46%

40%

14%

Total

HighMidLow

26%

46%

28%

Samira


Total Samira

3.7

6.0


Coaching

O�ciating

Administration

Volunteering

None of these

20

16

25

47

36

Total Samira

%


SMA

LL S

IDED

SA

MIR

A



WHY I PLAY FOOTBALL


It’s fun Health & fitness To be part of a team

Lack of free time Increasing age making it difficult to perform

Starting a family


SMA

LL S

IDED

SA

MIR

A


BUSY MUM BEASEGMENT SIZE 15%


BU

SY M

UM

BEA


WHO I AMSince having the kids sport has taken a back seat. Football for me now is a kick about with my family, although sometimes I do manage a game of 5 aside with my friends. Football gets me out of the house and it’s a great game to play with the kids.

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageBMB

RADAR GRAPH TO SHOW BUSY MUM BEA’S MEDIA PREFERENCES

You can reach Bea via a range of mediums, not only is she a heavy mobile user she also enjoys reading magazines

THE BEST AND MOST DIRECT WAYS TO REACH BEA ARE VIA

Mobile

Social Networking

Direct Mail

Cinema

Magazines

VOD



BU

SY M

UM

BEA


SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY BUSY MUM BEA

Swimming

Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

24

11

11

0

%

21

22

10

Total Bea


Total Bea


1.7

1.7

1.3

3.1

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

26

0

4

64

2

4

Total Bea

46%

40%

14%

Total

HighMidLow

45%

38%

18%

Bea


Total Bea

3.7 3.3


Coaching

O�ciating

Administration

Volunteering

None of these

17

12

29

50

44

Total Bea

%



BU

SY M

UM

BEA


WHY I PLAY FOOTBALL


It’s fun Health & fitness To be part of a team

Lack of free time Children’s activities taking priority Worried about getting an injury

EDUCATED EMILYSEGMENT SIZE 27%

WHO I AMI used to play loads of football at University but since graduating I find it more difficult to play. I do miss all the camaraderie that playing regularly for a team brings and it keeps me fit too.

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageEE

RADAR GRAPH TO SHOW EDUCATED EMILY’S MEDIA PREFERENCES

Emily can often be found at the Cinema just like Kira however VOD is also a key medium.

THE BEST AND MOST DIRECT WAYS TO REACH EMILY ARE VIA:

Cinema

Mobile

Social Networking

VOD


EDU

CAT

ED E

MIL

Y



SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY EDUCATED EMILY


Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

11

5

2

0

%

31

30

20

Total Emily


Total Emily


1.7

1.7

1.9

1.50.6

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

58

7

13

11

8

3

Total Emily

46%

40%

14%

Total

HighMidLow

39%

43%

18%

Emily


Total Emily

3.7

2.5


Coaching

O�ciating

Administration

Volunteering

None of these

28

6

18

34

50

Total Emily

%


EDU

CAT

ED E

MIL

Y



WHY I PLAY FOOTBALL


To be part of the game I love To be part of a team Health & fitness

Recent injury Lack of free time Cannot find a team in my area

?


EDU

CAT

ED E

MIL

Y


LEFT OUT LUCYSEGMENT SIZE 13%


LEFT

OU

T LU

CY


WHO I AMI would love to play more football but since leaving University I can’t find where to play or who to play with. I am really into my football and think I am an alright player but the only football I can get at the moment is a kick about and a game of 5 aside once a month if I am lucky

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageLOL

RADAR GRAPH TO SHOW LEFT OUT LUCY’S MEDIA PREFERENCES

Lucy relies heavily on her mobile phone as a way to keep in touch with social networks and also likes to play catch up through video on demand

THE BEST AND MOST DIRECT WAYS TO REACH LUCY ARE VIA:

Mobile

Social Networking

Direct Mail

Cinema

VOD



LEFT

OU

T LU

CY


SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY LEFT OUT LUCY

Cycling

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

5

10

12

0

%

19

28

26

Total Lucy


Total Lucy


1.7

1.7

1.1

2.3

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

28

22

29

7

10

4

Total Lucy

46%

40%

14%

Total

HighMidLow

43%

41%

15%

Lucy


Total Lucy

3.7 4.0


Coaching

O�ciating

Administration

Volunteering

None of these

27

11

15

35

45

Total Lucy

%




LEFT

OU

T LU

CY


WHY I PLAY FOOTBALL


To be part of the game I love It’s fun Health & fitness

Lack of free time Recent injury Cannot find a team in my area

?

KICK ABOUT KATIESEGMENT SIZE 15%


KIC

K A

BO

UT

KAT

IE


WHO I AMI wouldn’t class myself as very sporty but I do enjoy playing football, not formal or serious 11v11 football but I enjoy a kick about and I don’t mind a game of 5 aside either. I first started playing football to spend time with my friends but now I am interested in playing for fitness and it gets me out of the house

-20

30

80

130

180

230Direct

TV

Radio

Cinema

VOD

Gaming

Internet

SocialMobile

Nat.Press

Mags

Outdoor

AverageKAK

RADAR GRAPH TO SHOW KICK ABOUT KATIE’S MEDIA PREFERENCES

Katie is a user of Social Networking sites however not as much as the other segments, you can reach Katie by direct mail and on her mobile

THE BEST AND MOST DIRECT WAYS TO REACH KATIE ARE VIA:

Direct Mail

Mobile

Social Networking

Cinema



KIC

K A

BO

UT

KAT

IE


SOME OTHER SPORTING ACTIVITIES CARRIED OUT BY KICK ABOUT KATIE

Swimming

Running/jogging

AGE

30-34

35-44

45-64

65+

16-19

20-24

25-29

20

23

7

0

%

7

19

24

Total Katie


Total Katie


1.7

1.7

0.9

2.1

INCOMELIFESTYLE

%

Live with Parents

Single

Couple

Family

House Share

Other

12

15

25

34

5

9

Total Katie

46%

40%

14%

Total

HighMidLow

36%

40%

24%

Katie


Total Katie

3.7 4.2


Coaching

O�ciating

Administration

Volunteering

None of these

9

6

13

34

57

Total Katie

%



KIC

K A

BO

UT

KAT

IE


WHY I PLAY FOOTBALL


It’s fun Health & fitness Socialising and camaraderie

Lack of free time Increasing age causing discomfort Cannot find team in area

?

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EXPLORING THE FEMALE FOOTBALL UNIVERSE IN ENGLAND · I am studying at sixth form college now and I still love playing football, proper football – small sided doesn’t interest