ASC Community Perceptions
Survey 2017
Research Report
Prepared by Essence Communications
For: Australian Sports Commission (ASC)Strategy, Research and Stakeholder Engagement
1TABLE OF CONTENTSTABLE OF FIGURES ......................................................................................................................... 3
EXECUTIVE SUMMARY.................................................................................................................... 4
CONTEXT .......................................................................................................................................... 8
OBJECTIVES ..................................................................................................................................... 8RESEARCH OVERVIEW ................................................................................................................... 9
6.1
SURVEY DETAIL ............................................................................................................................... 9
6.2
NOTES TO THE REPORT ............................................................................................................... 10
6.3
SAMPLE PROFILE .......................................................................................................................... 11
OVERVIEW OF FINDINGS .............................................................................................................. 12
THE ROLE OF PA AND SPORT IN AUSTRALIANS’ LIVES........................................................... 17
8.1
Importance of participation in physical activity ................................................................................. 17
8.2
Importance and impact of health / fitness and sport in people’s lives .............................................. 19
8.3
Engagement with sport..................................................................................................................... 21
8.4
Participation in physical activity, sport and related activities............................................................ 23
8.5
Share of time (hobbies / interest) ..................................................................................................... 26
8.6
Main types of physical activity / sport ............................................................................................... 27
8.7
Opportunities to increase sport participation .................................................................................... 28
8.8
Watching / following sport ................................................................................................................ 29
8.9Children’s participation in PA / sport ................................................................................................ 29
A SEGMENTATION OF THE MARKET ........................................................................................... 31
9.1
Segmentation constructs .................................................................................................................. 31
9.2
The segments................................................................................................................................... 32
9.3
Profiling the segments ...................................................................................................................... 34
9.4
Opportunities for segment engagement ........................................................................................... 38
CURRENT PERCEPTIONS AND BENEFITS OF SPORT AND PHYSICAL ACTIVITY IN
AUSTRALIA ................................................................................................................................................... 39
10.1
Benefits of sport to personal life and health ..................................................................................... 39
10.2
Benefits of sport for children ............................................................................................................ 40
10.3
Benefits of sport for social cohesion and community ....................................................................... 40
10.4
Benefits of sport economically ......................................................................................................... 41
10.5
Demographic differences ................................................................................................................. 41
CURRENT PERCEPTIONS AND BENEFITS OF HIGH PERFORMANCE / ELITE SPORT .......... 43
11.1
Perceptions Australia’s international sporting reputation ................................................................. 43
11.2
Benefits of high performance / elite sport for Australia as a country ............................................... 43
11.3
Benefits of high performance / elite sport for communities and sport participation ......................... 44
11.4
Demographic differences ................................................................................................................. 45
THE VALUE AND IMPORTANCE OF INVESTMENT IN SPORT ................................................... 46
12.1
Perceptions of Government funding / spending on sport ................................................................. 48
12.2
Reasons to invest in international sporting events in Australia ........................................................ 50
EXPECTATIONS OF PERFORMANCE .......................................................................................... 51
INTEGRITY IN SPORT .................................................................................................................... 52
14.1
Perceptions of integrity in high performance / elite sport ................................................................. 52
14.2
Implications of compromised integrity in Australian sport ................................................................ 53
14.3
Perceptions of integrity in local / community sport ........................................................................... 54
CONCLUSIONS AND RECOMMENDAITONS ................................................................................ 55
15.1
Conclusions ...................................................................................................................................... 55
15.2
Recommendations ........................................................................................................................... 55
APPENDIX A: ADDITIONAL TABLES ............................................................................................. 59
APPENDIX B: QUESTIONNAIRE .................................................................................................... 65

Strategy, Research and Stakeholder Engagement
2

TABLE OF FIGURES
Figure 1: Overview of research program ................................................................................................................... 9
Figure 2: Demographic profile .................................................................................................................................. 11
Figure 3: Importance of participation in physical activity.......................................................................................... 17
Table 1: Importance of participation in physical activity by demographics .............................................................. 18
Figure 4: Importance of PA and sport in people’s lives............................................................................................ 19
Table 2: Importance of PA and sport in people’s lives by demographics ................................................................ 19
Figure 5: Impact of sport / physical activity on life (contribution to life) .................................................................... 21
Figure 6: Attitudes: engagement with sport ............................................................................................................. 22
Figure 7: Participation in physical activity and sport ................................................................................................ 23
Table 3: Participation in physical activity and sport by subgroups ........................................................................... 24
Figure 7: Frequency of participation in physical activity and sport .......................................................................... 25
Table 4: Profiling non-active or less active in physical activity ................................................................................ 25
Figure 8: Share of time (hobbies / interest) .............................................................................................................. 26
Figure 9: Main types of physical activity / sport ....................................................................................................... 27
Figure 10: Overview of physical activity / sport ........................................................................................................ 28
Figure 11: Watching / following sport ....................................................................................................................... 29
Figure 12: Children’s participation in PA / sport ....................................................................................................... 30
Figure 13: Share of children’s time (hobbies / interest) ........................................................................................... 30
Figure 14: Market segmentation parameters ........................................................................................................... 31
Figure 15: Segments sizes and overview ................................................................................................................ 32
Table 6: Overview of segments ................................................................................................................................ 32
Figure 16: Market segmentation .............................................................................................................................. 33
Figure 17: Market segmentation overlaid with attitudes........................................................................................... 33
Figure 18: PA / sport participation by segment ........................................................................................................ 34
Figure 19: Attitudes toward sport by segment ......................................................................................................... 34
Table 7: Main types of physical activity by segments .............................................................................................. 35
Table 8: Demographics by segments....................................................................................................................... 36
Table 9: Other characteristics by segments ............................................................................................................. 37
Figure 20: Benefits of sport to personal life and health ........................................................................................... 39
Figure 21: Benefits of sport for children ................................................................................................................... 40
Figure 22: Benefits of sport for social cohesion and community ............................................................................. 40
Figure 23: Benefits of sport economically ................................................................................................................ 41
Table 10: Perceptions and benefits of sport by segment ......................................................................................... 42
Figure 24: Perceptions Australia’s international sporting reputation ........................................................................ 43
Figure 25: Benefits of high performance / elite sport for Australia as a country ......................................................44
Figure 26: Benefits of high performance / elite sport for communities and sport participation ................................44
Table 11: Perceptions of high performance sport by segments .............................................................................. 45
Figure 27 Importance of investment and Government involvement in sport – average importance .......................46
Figure 28 Importance of investment and Government involvement in sport ...........................................................47
Table 12: Iimportance of investment and Government involvement in sport by segment .......................................48
Figure 29: Perceived level of Government funding .................................................................................................. 49
Figure 30: Reasons to invest in international sporting events in Australia .............................................................. 50
Figure 31: Expectations of Australia’s competitive performance internationally ......................................................51
Figure 32: Importance of sport integrity ................................................................................................................... 52
Figure 33: Perceptions of integrity in high performance / elite sport........................................................................ 53
Figure 34: Impact if high performance / elite sport lacks integrity............................................................................ 53
Figure 35: Integrity of local / community sport ......................................................................................................... 54
Table 13: Engagement with sport by demographics ................................................................................................ 59
Table 14: Watching / following sport by demographics............................................................................................ 60
Figure 36: Overall perceptions of being active and sport – level of agreement / disagreement ..............................61
Figure 37: Overall perceptions of high performance sport – level of agreement / disagreement ............................62
Table 15: Main types of physical activity / sport by demographics .......................................................................... 63

Strategy, Research and Stakeholder Engagement
3EXECUTIVE SUMMARY
BackgroundIn 2017, the Australian Government is developing a National Sports Plan (the Plan) to understandAustralia’s expectations of the sports sector, including our shared goals for high performance sport;
sporting participation; cultural and public health outcomes and our willingness to pay for these
services, opportunity and success. In essence, the Plan, “will be a long-term strategy for the wholeof sport and will examine four key pillars of participation, performance, prevention through physicalactivity, and integrity”. A multi-level consultation approach is being undertaken to inform the future
plan and strategy.

The research
To understand current community perceptions and values around sport, the Australian Sports
Commission (ASC) commissioned Essence Communications to conduct a national survey. The
survey sought to establish the Australian population’s current perceptions of and importance of goals
for high performance sport, sporting participation, cultural and public health outcomes andexpectations of opportunity and success as well a current participation in physical activity and sport.
The research involved an online survey recruiting from online research panels conducted in June2017 with a nationally representative sample (based on age, gender and location) of n=3,541
Australians aged 18 years and above.

Key findings
It is evident that physical activity and sport are integral to Australian lives and the community, andthe value of sport to the community and the country is evident – regardless of whether individuals
are participants in sport. That said there is a gap between perceptions and participation, and sport
continues to carry some perceptual barriers when it comes to participation for some individuals.
Overall Australians, regardless of whether they are personally inclined or ambivalent to sport, DO
support investment in sport – at a community level and for high performance / elite sports in regards
to providing opportunities, talent development and investment in international events. Australians
also expect to see Australia do well when competing internationally – and they believe that Australia
is well regarded on the international sporting stage. Integrity is very important and compromised
integrity will have consequences in terms of audiences and as well participation in the sport.
Communications to the Australian public around sporting goals and investment should focus onleveraging benefits to the community and country as a whole and it is important that the Government
is seen to be championing this as Australians do see the Government to be a key regulator or havea role in intervention if required. Given the public are largely convinced about personal benefits(health, mental wellbeing) but relatively less so on how higher investment areas such as highperformance sport and sporting facilities can directly benefit them, an area of communication can bearound emphasising (or demonstrating) the direct flow on to individuals, economically, forparticipation or the social / cultural benefits.
This survey carries a wide range of data of interest to the ASC and for future consideration. When it
comes to the development of the National Sports Plan in particular, we recommend these findings
are triangulated with the other elements of intelligence gathering and consultation including fromindividuals, community groups, sporting organisations, businesses and government. The analysis ofresults suggests there are opportunities for the Plan to consider both program, policy andStrategy, Research and Stakeholder Engagement
4

communication strategies which will need to be consolidated with other findings from theconsultation.
However, on the basis of this survey alone we make the following comments andrecommendations about each of the four key pillars of the National Sports Plan:
With regards to the four pillars of interest...
Participation
While Australia is a nation that is keen to participate in sport, we know that there remains a
number of barriers in place that affect participation.
The research identified both barriers and opportunities to increase physical activity in Australia:







The perceived importance of sport for adults is lower than that of general physical activity(58% vs. 81%)
The perceived importance of sport for children is higher than for adults (77% vs. 58%)
Three in ten (29%) are not doing any physical activity or doing it fortnightly or lessMore participate in physical activity than sport classified activities (72% vs. 50%)
Nearly 4 in 10 (38%) of Australians want to do more sport. Even 34% of non-active or lessactive Australian’s want to do more.
Some populations (females, older Australians, those with disabilities, lower income, lesseducated) are less engaged or convinced about the benefits of physical activity and sport andalso are less active.

It is acknowledged that currently programs and initiatives are in place to address some of these gaps
(for example female participation) however the National Plan should address these as collective
goals and efforts.
•

Firstly, addressing barriers to ‘sport’ participation is required. We recommend the selection ofa small number of barriers, and that the National Sports Plan outlines some specific initiatives
or recommendations for government consideration to commence addressing these barriers.
o

For example this could include addressing ‘misconceptions’ around what is sport or inpractice insuring those key motivations for participation (social, enjoyment etc.)
continue to be experienced among participants, particularly children whereparticipation is high in youth and then drops at adult ages.

oAnother example is addressing the barrier of time and what it means to be involved in‘sport’ by providing means or suggestions for participation that may better fit into
people’s various lifestyles.

•

Secondly, given positive attitudes to physical activity are largely already established (more sothan sport), there are opportunities to convert and activate individuals to do more or get
involved. This requires behavioral interventions and strategies or tactical efforts (rather thaneducation per se). Setting some personal challenges (take a walk once a week) or
encouraging or developing workplace activities to encourage staff to be active.

•

Key groups to address are females and older Australians (50 years plus).

Whilst it is not realistic to consider 100% participation in sport, we recommend that the NationalSports Plan sets a general target across the population (or by certain demographics if this is more
useful) to aim towards, i.e.
Strategy, Research and Stakeholder Engagement
5•Target 2020: 100% physical activity of any form at least once a week•

Target 2020: 70% adult participation in a sporting classified activity and 100% for children.

Performance
Australians consider that Australian performance in sport is important, and contributes to bothnational pride and identity, positive international exposure as well as grassroots sporting
participation.
Having Australia represented in sport internationally instils pride in our country (78%)
High performance sport contributes to Australia’s national identity (78%)
High performance sport gives Australia positive international exposure (77%)
High performance sport encourages participation in the sport itself (69%).

Australian’s do expect Australia to perform well internationally:

Nearly half (45%) expect Australia to be in the top 10 ten countries and over half (55%)
expect Australia to be in the top 20.

This could be a target (top 10) while top 5 could be a stretch target however it is important toconsider the specific sports and Australia’s current performance.
However, there are some questions as to how the high performance sport directly impacts thecommunity – it appears that while conceptually Australians can see links but evidence is notalways visible / tangible.
High performance sport makes a valuable contribution to Australia’s economy(66%)

We recommend that the National Sports Plan considers the development of a metric of sorts thatmeasures the grassroots flow on effect from high performance sport to community engagement. This
could be developed in conjunction with an appropriate university partners or economists, but could
become an ongoing measure, similar to a social capital measure, that determines levels of cohesion
and benefit to high performance sport.
•

If this measure (or similar) is already in place, we recommend the National Sports Plan puts
in place a Communication Strategy to educate and inform key target audiences of this metric,
and the positive impact for Australian communities.

•

Specific messaging around this could clearly demonstrate the economic value or flow oneffect in terms of participation.

Preventative health
Similarly, it is widely accepted that being ‘active’ has direct impact on health and mental wellbeing
however there continues to be a gap between beliefs and action.
Again there are opportunities to further engage and inspire Australians, business, institutions to view
‘being active’ as a long term goal and it is understood that there are statistics / analysis that candirectly demonstrate the link and benefits of physical activity.
•

This could include direct links to lower risks or benefits to individuals (ability to do xxx withchildren, family) to say workplaces (reduced absenteeism etc).

Strategy, Research and Stakeholder Engagement
6Given the public already has exposure to numerous health outcomes, should communications beused to engage the public or public institutions (workplaces, schools, educational institutions etc.)
messaging will need to be tested to be unique or strengthened to show direct impact and benefits
supported by participation strategies to enable intentions to be translated to action.
However, given there are already positive attitudes and beliefs around the role of physical activity
and sport in preventative health implications, behavioral solutions (tactical or initiatives to facilitate
participation) would be more impacting than further education in this area.
Integrity
Integrity is seen to be core to the value of sport in Australia however, selected events can tar theoverall reputation of Australian sport (particularly at a high performance level).


Not all are convinced that high performance athletes are positive role models (62%agreement) or that it has high integrity (60% agreement).

Importantly, the Government is seen to have a key role in protecting the integrity of sport (77%)
The Plan should consider the need to address this from a governance perspective seeing
Australians accept the Government’s role to intervene in issues of integrity in sport.
There is a role for taking a public stand on matters of sport integrity and addressing how and what is
expected of the athletes, management and organisations involved (from grassroots to highperformance (and high visibility) sporting organisations to health professionals) whether this be froma regulatory stance or even symbolically, and across the sporting levels from grassroots, schools tohigh performance competitive sport.
•

For example, can relevant parties and individuals take a ‘Pledge’ to commit to respect andintegrity of participation?

Given this research touched lightly on integrity, it will be beneficial to analyse other available
research (or further explore) this area to identify the key issues for public concern at all levels ofsport.

Strategy, Research and Stakeholder Engagement
7

CONTEXTThe Australian Sports Commission (ASC) is the national governing body for sport in Australia. The
ASC administers and funds sporting programs on behalf of the Australian Government. In 2016-17,
over $357 million was invested in sport and recreation activities and facilities. To understand how
this investment is adding value while addressing the needs of our society, the National Sports Plan(the Plan) is being developed. In essence, the Plan, “will be a long-term strategy for the whole ofsport and will examine four key pillars of participation, performance, prevention through physicalactivity, and integrity 1.”
Through the plan, the Australian Government is looking to set out Australia’s expectations of the
sports sector, including our shared goals for high performance sport; sporting participation; culturaland public health outcomes and levels of investment. The Plan is intended to guide future priorities
and approaches, to position Australian sport for the long term. It will examine and seek input fromindividuals, community groups, sporting organisations, businesses and governments.
The development of the National Sports Plan is intended to be a system wide examination of sport inAustralia to strategically position sport into the future. This will be delivered around four key,interrelated pillars of participation, performance, preventive health through physical activity, andintegrity. 2
Consultation with the sector and community is sought to understand and marry the values and goalsof the Plan across key audiences. The consultation process will take a multi-level consultation
approach, part of this being a survey with the community to understand current perceptions andvalues around sport to inform the future plan and strategy.

OBJECTIVES
The aim of the research is to obtain a nationally representative read of community perceptions
around the value of sport – both at a personal level and across the community and the country atlarge as well as expectations of the Australian sports sector. This includes understanding views of:

Goals for high performance sport
Sporting participation
Cultural and public health outcomes
Opportunity and success.

1

https://www.greghunt.com.au/Home/LatestNews/tabid/133/ID/4261/National-Plan-for-elite-sportand-participation.aspx

2

https://www.ausport.gov.au/nationalsportplan/about

Strategy, Research and Stakeholder Engagement
8

RESEARCH OVERVIEW
The research involved the development of questionnaire which was tested before conducting via an
online survey with a nationally representative sample of n=3,541 Australians recruited via online
research panels. A multi-staged approach was used to develop, test and execute the research
program.
Figure 1: Overview of research program
Questionnaire testing

Establish

•

•

Meet
teams,
discuss
proposedproject
parameters and setup of
research program, shareprevious knowledge andrelevant reports, agree
milestones
anddeliverables•

Drafting of questionnaire incollaboration with ASC•

Cognitive
testing(x8)
among select demographic
and audience groups

Stimulus
workshop(toassist in development of
the survey instrument andsegmentation framework)•

4x using soft copy•

4x testing the online
scripted survey

Analysis and reporting

Benchmark survey•

Onlinesurveyof
15
minuteswith
n=3,541
Australians aged 18 plus

•

Post
data
weighting forrepresentationcollection
population•

Stratified
samplewithquotas set for age, gender,
and location representation
at a screening level•

Aggregate and sub-group
analysis with significancetesting•

Statistical segmentation of
the population•

Reporting of findings andrecommendations

6.1 SURVEY DETAIL

Data collection method

Sample profile andsource

Online survey recruiting from online research panels
Fieldwork from 22nd – 27th June 2017

n=3,541 – representative sample of Australians aged 18 +Quotas at screening age, gender and location and post datacollection weights applied based on 2016 population statistics (ABS31010DO001_201609 Australian Demographic Statistics, Sep 2016)

Questionnaire
structure

Survey length: 18 minutes on average







Perceptions of sport and physical activity (PA) – community
Perceptions of sport and physical activity (PA) – high performance/ eliteLevel of importance of various issues
Current behaviour and attitudes – personal
Attitudes towards various issues
Final demographics

Strategy, Research and Stakeholder Engagement
96.2 NOTES TO THE REPORTFor scaled questions (0-10), agreement is reported on the proportion selecting 7-10 out of 10.
Statistical significance testing has been applied to compare different audience groups. The following
symbols indicate significant differences:↑ ↓ significantly higher or lower at a 95% confidence interval compared to other relevant sub-groups
For example: in the hypothetical example, Males weresignificantly more likely than females to agree. For brevity,commentary will mention being ‘more’ or ‘less’ likely if there
Agree
78 ↑
72 ↓
are statistical differences. For non-statistical but notabledifferences the term ‘indicative’ may be used.
Males

Females

Strategy, Research and Stakeholder Engagement106.3 SAMPLE PROFILE
The sample recruited was nationally representative based on age, gender and location and weighted
to correct any minor differences based on ABS population statistics 3. Other characteristics wereallowed to fall out naturally and the sample included 15% culturally and linguistically diverse
audiences (CALD), 16% who spoke a language other than English at home (LOTE), 24% with adisability and 5% recent migrants. Participation levels for physical activity and club sports were inline with other studies such as AusPlay.
Figure 2: Demographic profile

Some other observations about the sample:
Of the CALD respondents, 62% were LOTE (speak a language other than English at home)
Recent migrants were mostly from non-English speaking countries

 Lower income households (<$31K household income per annum) were more likely to bemade up of older Australians (52% vs. 43% of the total population), those with disabilities(47% vs. 24% of the total population and with a lower education (46% school education).

3(ABS 31010DO001_201609 Australian Demographic Statistics, Sep 2016)

Strategy, Research and Stakeholder Engagement
11

OVERVIEW OF FINDINGSTHE ROLE OF PA AND SPORT IN AUSTRALIANS’ LIVES
Australians put great emphasis on physical activity (and sport as a part of all physicalactivity) particularly for children’s involvement in physical activity and health, fitness or sport
is an important part of over two thirds of Australians lives.






Over 8 in 10 (81%) of Australians believe it is important for adults to participate in physicalactivity for sport, exercise or recreation and nearly 9 in 10 (87%) believe it is important forchildren and youth to participate. Nearly 8 in 10 (77%) also believe that it is important forchildren and youth to participate in sport specifically and this belief is higher than that of adults
participation in sport (58%).
Around a third (32%) of Australian’s consider both health and fitness AND sport as an importantpart of their life and the majority would say health and fitness are important (62%).
Over a third consider sport or PA to be a main hobby or interest and it accounts for 10% of timespent on hobbies / interests however this is relatively less share of time than other activities.
High levels of participation among children (5-17 years) in organised sport, exercise orrecreation outside of school hours - three in four of parents (74%) have children who are doingorganised sport, exercise or recreation outside of school hours. Half consider sport or PA to be
their child’s a main hobby or interest and it accounts for 16% of time spent on hobbies / interests
which is on par with other activities they engage in. Compared to adults, children appear tospend more of their time doing physical activity or sport.

However, there continues to be a value divide in perceptions of sport between males andfemales, income groups. However encouragingly, special audiences (ATSI, CALD, LOTE
included) put high importance on participation in sport.
There is relatively high levels of participation in physical activity and sport – and thisparticipation is seen to make positive contributions to their lives.
High levels of participation in physical activity (71% at least weekly) and a significant proportionof Australians are keen to do more sport (38%). Half of Australians (50%) do a sportingclassified activity as their main form of physical activity.
o That said, non-sport classified activities are more common (72%).
For those who participate in physical activities, sport / physical activity is seen to have a positive
contribution to their lives (80% positive contribution). A high proportion, the majority ofAustralians are engaged with sport – from a participation level or through spectating / following
sport. Overall, around 6 in 10 (57%) can be described as sport fans – supporting or watching /following sport. A third (32%) are active investors in sport – investing time and money into
spectator sport and 4 in 10 (38%) want to do more sport.
Spectator sport is also popular among Australians (58% watch fortnightly and 48% weekly) and
44% follow Australia when competing internationally.

Many want to do more sports but there are many who aren’t even active in physical activity
While we observe around 3 in 10 to be largely inactive (do physical activity at least ever yfortnight or none at all), many of these want to do more sport (34%). Interest in doing more

Strategy, Research and Stakeholder Engagement
12

sport is highest among those who are already doing some sport or physical activity – so it’s
about finding opportunities for them to extend their activity.
The biggest challenges will be to get females and older Australians (aged 50 and above) toparticipate as well as those with disabilities in sport. There is also higher participation in non-sportclassified activities than sport classified activities (72% vs. 50%). This suggests it is naturally
easier to get people to engage in ‘non sport’ or physical activities generally (and this is reflected in
attitudes). If the goal was to get 100% participation in sport, it would be a harder task. As general
physical activity seems to sit more comfortably with individuals than ‘sport’, this should also be
considered as it would require finding opportunities to engage rather than also overcoming
attitudes or perceived barriers.

A SEGMENTATION
The market can be segmented based on behaviour and attitudes to physical activity andsport. The segmentation identified 5 segments in the population, 3 pro sport segments
making up nearly half the population (47%) and 2 sport ambivalent segments making up 53%
DOES SPORT WITH A
of the population with
SPORTS CLUB 22%
Club activefanseach segment exhibiting
17%
Sidelined
different
demographic
advocates
10%
DO PA / SPORT >characteristics.
DON’T DO PA /WANT TO DO MORE SPORTWEEKLY (47%)
SPORT

The segmentation analysis
indicates that the majority of
the Australian population
can be engaged further
either through encouraging
participation in physicalactivity or sport.







38%

Inactive
ambivalent22%

Non clubactive fans
21%

Active ambivalent
31%

NOT IN A SPORTS CLUB 78%

Club active and Non-club active fans (that make up 38% of the population) are the biggest
supporters of sport in terms of participation and spectating sport and will be the biggest
advocates for sport investment and development.
Active ambivalent (38%) could benefit from education / inspiration around how ‘sport’ can bepart of their lives – many who actually do sport related activities but they have a perceptual
barrier on the idea of ‘sport’ and what is constitutes.
Sidelined advocates (10%) have a desire to be involved more but are currently less active
suggesting mobilisation programs to activate their positive intentions.
The only segment that will be hard to reach are the Inactive ambivalent (22%) who are moresedentary and share few positive personal attitudes toward sport generally.

CURRENT PERCEPTIONS AND BENEFITS OF SPORT AND
PHYSICAL ACTIVITY IN AUSTRALIA
Overall, Australians are highly convinced of the personal benefits (physical and mental) of
being active – particularly for children’s development. They are also able to see broader
benefits of sport to the community and economically. While agreement is not universallyobserved for all claims around sport at a personal and community level, few would disagree
on the areas surveyed.

Strategy, Research and Stakeholder Engagement
13

The Australian community largely share these views although benefits beyond personal benefits
are less likely to be held among the sport ambivalent segments.

Australians are convinced of the physical and mental benefits of being active and the
majority also see additional benefits (social, sense of achievement, motivation).


Based on agreement of 7-10 out of 10, around 9 in 10 Australians believe being active is goodfor mental health (89%) and physical health (89%) and helps to relieve stress (87%). Around 8
in 10 see that sport promotes social interaction and friendships (84%) that sport and physicalactivities provide people with a sense of achievement and builds confidence (82%) and helps tomotivate people and create a sense of purpose (80%).

Sport is also seen to be important for a child’s development and part of their education.
Over 8 in 10 of Australians believe that sport and physical activities are important for a child’sdevelopment (85%) and an important part of their education (82%) and that sport is a great
foundation to set children with health habits for life (85%).

Sport has wider benefits to the community and most Australians believe that sport has
benefits for social cohesion and community.


Around 8 in 10 Australians believe sport brings people together and promotes a sense of
belonging (81%) and that sport helps instil a sense of pride in our communities (78%).

To a lesser extent the majority (albeit a smaller majority) feel that community sport provides
economic benefits and employment for individuals

A similar proportion, 70% believe sport and physical activities generate economic benefits forAustralia but fewer believe this is directly linked to employment and income for individuals(62%).

CURRENTPERCEPTIONSANDPERFORMANCE / ELITE SPORTBENEFITSOFHIGHHigh performance sport is positively perceived in Australia. Australians see that highperformance sport has direct positive impact on national pride and our reputation as acountry and as well believe – but to a lesser extent – how it has flow on benefits for theAustralian community and sport participation.
While agreement is not universally observed for all claims around high performance sport inAustralia, few would disagree on the areas surveyed. Encouragingly, regardless of segment (andpersonal views / engagement with sport), the majority of Australians can see how high performance /elite sport benefits Australia – however ambivalent segments are more sceptical particularly aroundeconomic contribution, community benefits and integrity issues.
Australians believe that Australia is respected on the international sporting stage (75%agree).
The majority of Australians (75%) agree that Australia is respected on the international sporting
stage.

Strategy, Research and Stakeholder Engagement14High performance sport is seen by most Australians to instil national pride and identity as
well as positive international exposure but there is less certainty that it makes a valuable
contribution economically.


The majority (8 in 10) believe that representation of Australian sport / athletes instils pride in ourcountry (78%) and contributes to national identity (78%). It is also seen to give Australia positive
international exposure (77%). Albeit to a lesser extent, high performance sport is seen make avaluable contribution to Australia’s economy (66%).

High performance sport is also – but to a lesser extent – seen to provide benefits for theAustralian community and sport participation


The majority of Australians (but not all) believe that high performance sport can bringcommunities together (67%) and has flow on effects direct to community through encouraging
participation in the sport itself (69%) and providing infrastructure / facilities for participation at a
local level (64%). While there was higher levels of uncertainty about these claims generally(neutral ratings) few disagreed on these claims.

THE VALUE AND IMPORTANCE OF INVESTMENT IN SPORT
While the importance of supporting community sport and individuals is seen to be relatively
more important than investment in high performance and international sport / events investment in high performance sport is seen to be important and there is a view that theGovernment has a key role in sport development and intervention.
Australians believe it is important that the Government...







encourages Australian’s to be active (82%) or to participate in sport (71%)
invests in local community sport (71%)
has a key role in protecting the integrity of sport (77%)
invest in hosting international sporting events (72%)
invest in attracting and securing international sporting events (72%).
invest in the development of high performance athletes and sport in Australia (69%).

While Government funding or investment in sport is seen to be largely sufficient, many
believe it is not enough.


Just under half (41%) feel that the Australian Government is spending sufficiently and 30% feel
it is not enough (22% less than it should and 8% too little.

Australians see several reasons for investing in international sporting events held inAustralia – in particular bringing tourism to Australia and promoting Australia more generally
as well as building national pride / identity and the economic benefits from attendance.

EXPECTATIONS OF PERFORMANCE
Australians have high expectations around how Australia performs internationally.


Nearly half (45%) expect Australia to be in the top 10 ten countries and over half (55%) expect
Australia to be in the top 20. However just under 2 in 5 (16%) would expect top 5 performancefrom Australia.
Strategy, Research and Stakeholder Engagement

15

INTEGRITY
Integrity is seen to be of key importance in sport however, this is an area the public are notnecessarily assured about in high performance sport in Australia.


Not all Australians believe that high performance sport has high integrity or that are positive rolemodels. While a majority view, not all are convinced that high performance athletes are positiverole models (62% agreement) or that it has high integrity (60% agreement). That said other
responses are typically neutral suggesting lack of awareness rather than disagreement. Local /community sport is seen to have higher integrity (70% agreement).

There are substantial risks to high performance / elite sport if was seen to lack integrity themain being that Australian’s would lose respect for the game and subsequently it would lose
its fans / following.

Strategy, Research and Stakeholder Engagement
16THE ROLE OF PA AND SPORT IN AUSTRALIANS’
LIVES
8.1 Importance of participation in physical activity
Australians put great emphasis on physical activity (and sport as a part of all physicalactivity) particularly for children’s involvement in physical activity.
Over 8 in 10 (81%) of Australians believe it is important for adults to participate in physical activity for
sport, exercise or recreation and nearly 9 in 10 (87%) believe it is important for children and youth toparticipate. Nearly 8 in 10 (77%) also believe that it is important for children and youth to participate
in sport specifically and this belief is higher than that of adults participation in sport (58%).
Figure 3: Importance of participation in physical activity

It is important for…

7-10 (10 Strongly Agree)

8-10 (10 Strongly Agree)
87

81
67

75

77
63

58
42

adults to participate inadults to participate in sportchildren and youth tophysical activity for sport,
participate in physicalexercise or recreation
activity for sport, exercise orrecreation
Base: Total respondents (n=3541), Showing %Q4. What is your level of agreement with the following statements...?: It is important for

Strategy, Research and Stakeholder Engagement
17

children and youth toparticipate in sport

There continues to be a value divide in perceptions of sport between males and females, andincome groups however encouragingly, special audiences (CALD, LOTE included) put highimportance on participation in sport.
While more females believed it is important for adults to participate in physical activity for sport,
exercise or recreation they were less likely to believe it is important for adults to participate in sport.
Those from lower income groups as well as those with disabilities were less convinced that sport
was important. Males, younger adults, parents, CALD, recent migrants, and higher income
individuals were the groups most likely to believe it is important for adults to participate in sport.
Table 1: Importance of participation in physical activity by demographics

Column % (7-10 out of 10)
It is important

Parent (<18years)(n=1170)

Total(n=3541)Male(n=1687)

Female(n=1854)

81

79 ↓

82 ↑

79

83

81

81

81

58

61 ↑

56 ↓

65 ↑

65 ↑

59

52 ↓

66 ↑

18-29 (n=722) 30-39 (n=636) 40-49 (n=646) 50+ (n=1537)

adults to participate in physicalactivity for sport, exercise orrecreation
adults to participate in sportchildren and youth to participate inphysical activity for sport, exercise orrecreation
children and youth to participate in
sport

87

86

88

83 ↓

88

86

89 ↑

85

77

78

77

76

77

76

79

78

Column % (7-10 out of 10)
It is importantTotal(n=3541)

CALD(n=544)

Recentmigrant (<5years)(n=166)ATSI(n=118)Disability(n=853)<$31.2K(n=623)$31.2K<$78K(n=1152)

$78K<
$156K
(n=961)$156K ormore
(n=308)

81

81

85

70 ↓

79

74 ↓

81

86 ↑

85

58

70 ↑

78 ↑

66

50 ↓

54 ↓

58

62 ↑

65 ↑

87

86

90

80 ↓

87

82 ↓

87

91 ↑

91 ↑

77

81

86 ↑

77

75

74 ↓

77

81 ↑

84 ↑

adults to participate in physical activity for
sport, exercise or recreation
adults to participate in sportchildren and youth to participate inphysical activity for sport, exercise orrecreation
children and youth to participate in sport

Base: Total respondents (n=3541), Showing %Q4. What is your level of agreement with the following statements...? It is important for...?

Strategy, Research and Stakeholder Engagement18

8.2 Importance and impact of health / fitness and sport in people’s lives
Health, fitness or sport is an
important part of over two
thirds of Australians lives.
Around a third (32%) ofAustralian’s consider both
health and fitness AND sport
as an important part of their life
and the majority would sayhealthandfitnessareimportant (62%). Around athird of Australians (32%) don’t
feel health and fitness or sport
are important to their lives.

Figure 4: Importance of PA and sport in people’s
lives
30%

Health and fitness are an
important part of my life only

Sport is an important part of my32%
life & Health and fitness are an
important part of my life

Sport is an important part of mylife only

6%32%

None of these

Base: Total respondents (n=3541), Showing %Q13. What is your level of personal agreement with the following statements 710 (10=Strongly Agree)

In line with earlier demographic
trends observed, males weremore likely to see sport to be an important part of their lives as were parents, CALD, recent
migrants, ATSI as well as those in higher income households. Australians aged 18-39 years werealso more likely to see sport as an important part of their lives. On the other hand, females andolder Australians were even more likely to feel that only health and fitness are important in theirlife (and not sport). Lower income household and those with disabilities put less value on health,fitness and sport.
Table 2: Importance of PA and sport in people’s lives by demographics
Column % (7-10 out of 10)
Health and fitness are an important partof my life (total)
Sport is an important part of my life (total)
Health and fitness are an important partof my life only
Sport is an important part of my life only
Sport is an important part of my life &Health and fitness are an important partof my life
None of these
Column % (7-10 out of 10)
It is important
Health and fitness are an important partof my life (total)
Sport is an important part of my life (total)
Health and fitness are an important partof my life only
Sport is an important part of my life only
Sport is an important part of my life &Health and fitness are an important partof my life
None of these

Total(n=3541)Male(n=1687)

Female(n=1854)

18-29(n=722)30-39(n=636)40-49(n=646)50+ (n=1537)

Parent (<18years)(n=1170)

62
38

63
50 ↑

61
27 ↓

59
46 ↑

62
43 ↑

60
38

64
32 ↓

60
47 ↑

30
6

23 ↓
10 ↑

37 ↑
3↓

20 ↓
7

27
8

27
6

37 ↑
6

21 ↓
8↑

32
32

40 ↑
27 ↓

24 ↓
36 ↑

39 ↑
34

36
30

33
34

27 ↓
31

39 ↑
32

Total
(n=3541)

CALD(n=544)

Recentmigrant (<5years)(n=166)ATSI(n=118)Disability(n=853)<$31.2K(n=623)$31.2K<$78K(n=1152)

$78K<
$156K
(n=961)$156K ormore
(n=308)

62

70 ↑

72 ↑

59

53 ↓

55 ↓

59

65 ↑

70 ↑

38

43 ↑

53 ↑

51 ↑

27 ↓

31 ↓

37

43 ↑

53 ↑

30

30

22

15 ↓

32

28

30

29

26

6

4↓

4

7

6

4↓

7

7

9

32

40 ↑

50 ↑

44 ↑

21 ↓

27 ↓

29 ↓

36 ↑

44 ↑

32

27 ↓

24

34

41 ↑

40 ↑

33

28 ↓

21 ↓

Base: Total respondents (n=3541), Showing %Q13. What is your level of personal agreement with the following statements 7-10 (10=Strongly Agree)

Strategy, Research and Stakeholder Engagement
19Strategy, Research and Stakeholder Engagement
20

For those who participate in physical activities, sport / physical activity is seen to have apositive contribution to their lives.
Among Australians who do any type of physical activity (most Australians), 80% say that sport /physical activity has a positive contribution to their lives and 27% say it has a significantly positive
contribution. This is highest for those aged 30 years and above. The positive impact of physicalactivity and sport is even higher for those who have higher frequency of participation or are inclub sports.
Figure 5: Impact of sport / physical activity on life (contribution to life)
Signficantly positive

80

95 ↑
36 ↓

53
27
Total (n=3293)

58 ↑

93 ↑
57 ↑
35 ↑

Positive

Total positive

92 ↑

81
61 ↑

55 ↓
44 ↓

20 ↓

11 ↓

49 ↓
43 ↑

At least 7 times a 3-6 times a week 1-2 times a week Less than once a Participates inweek or more
(n=1394)(n=859)week (n=663) club sport (n=758)(n=264)

Base: Total respondents (n=3293), Showing %Q11. Would you say that your participation in sport / physical activity...? Responses: Makes a positive contribution to yourlife, Makes a significantly positive contribution to your life

8.3 Engagement with sport
A high proportion, the majority of Australians are engaged with sport – from a participationlevel or through spectating / following sport.
Overall, around 6 in 10 (57%) can be described as sport fans – supporting or watching / following
sport. A third (32%) are active investors in sport – investing time and money into spectator sport and
4 in 10 (38%) want to do more sport. Nearly half (45%) though would either reject sports clubs, don’t
understand why people get into sport or think it is too competitive. Demographic differences in these
attitudes reflect earlier participation and value differences.

Strategy, Research and Stakeholder Engagement
21Figure 6: Attitudes: engagement with sport% Agree (7-10, 10 Strongly agree)57

Supports and watches sport (total)
I actively follow / watch when Australia competes
internationally in sport

44

Watching / following sport is a big part of my life

39

Sport is an important part of my life

38

I am an avid follower of competitive Australian sport

37
32

Invests in watching sport (total)
27

I invest time and money in watching / following sport
I frequently attend live sports matches / events

22
45

Rejects sport (total)
33

Sports clubs are NOT for people like me
27

Playing sports as part of a club is too competitive
I don’t really get why people are so into sports

20

I would like to do more sports

38

Base: Total respondents (n=3541), Showing %Q13. What is your level of personal agreement with the following statements 7-10 (10=Strongly Agree)

Strategy, Research and Stakeholder Engagement228.4 Participation in physical activity, sport and related activities
High levels of participation in physical activity and a significant proportion of Australians are
keen to do more sport.
The majority of Australian’s participate in physical activity or sport with 7 in 10 (71%) doing physicalactivity / sport at least once a week and 5 in 10 (47%) more than once a week. One in five (22%) did
club sports. A high proportion, 4 in 10 (38%) want to do more sport.
Figure 7: Participation in physical activity and sport
Do PA / sport weekly

Want to do more sport

38%

71%

Do PA / sport …more than once a week

Does sport in a sports club

47%

22%

Base: Total respondents (n=3541), Showing %'Q9. How often do you participate in physical activities like sport, exercise or recreation? Q13. What is your level of
personal agreement with the following statements...?: I would like to do more sports, Q12. In the last 12 months, did you
participate in any sport or physical activities, as part of a Sports club or association that required payment of fees,
membership or registration?

Strategy, Research and Stakeholder Engagement23

In line with perceived importance and value placed on sport, participation levels varied by audience
with higher participation observed for males. The groups most interested in doing more sports weremales and Australians aged 18-39 years as well as parents, CALD, recent migrants and those fromhigher income households. Participation in club sports was highest among males, 18-39 year olds,
parents, recent migrants, ATSI and those from the highest income bracket.
Table 3: Participation in physical activity and sport by subgroups
Parent (<18years)(n=1170)

Total(n=3541)Male(n=1687)

Female(n=1854)

Participation in PA/sport
WeeklyLess than weekly> Weekly (total)
I don’t exercise

71
19
47
10

74 ↑
17 ↓
48
9

68 ↓
21 ↑
46
11

74
21
48
6↓

71
20
44
8

73
19
43 ↓
9

69 ↓
17
49
14 ↑

74
19
45
7↓

Yes (participated in club sport in last
12 months)

22

28 ↑

17 ↓

34 ↑

26 ↑

21

15 ↓

30 ↑

I would like to do more sport (7-10agreement)

38

42 ↑

33 ↓

52 ↑

49 ↑

38

25 ↓

51 ↑

Total
(n=3541)

CALD(n=544)

Recentmigrant (<5years)(n=166)ATSI(n=118)Disability(n=853)<$31.2K(n=623)$31.2K<$78K(n=1152)

$78K<
$156K
(n=961)$156K ormore
(n=308)

Participation in PA/sport
WeeklyLess than weekly> Weekly (total)
I don’t exercise

71
19
47
10

72
21
44
7↓

76
21
44
3↓

78
15
54
7

61 ↓
21
40 ↓
19 ↑

63 ↓
21
40 ↓
16 ↑

69 ↓
20
45
11

77 ↑
17
50 ↑
6↓

83 ↑
13 ↓
59 ↑
4↓

Yes (participated in club sport in last
12 months)

22

24

33 ↑

50 ↑

14 ↓

20

21

24

30 ↑

I would like to do more sport (7-10agreement)

38

45 ↑

64 ↑

51 ↑

31 ↓

34

37

40

45 ↑

Column %Column %18-29 (n=722) 30-39 (n=636) 40-49 (n=646) 50+ (n=1537)

Base: Total respondents (n=3541), Showing %'Q9. How often do you participate in physical activities like sport, exercise or recreation? Q13. What is your level of
personal agreement with the following statements...?: I would like to do more sports, Q12. In the last 12 months, did you
participate in any sport or physical activities, as part of a Sports club or association that required payment of fees,
membership or registration?

Strategy, Research and Stakeholder Engagement24

Around half (47%) participated in physical activities like sport, exercise or recreation more thanonce a week. Around 3 in 10 (29%) did physical activity less than once a week including 10% who
did none at all.
Figure 8: Frequency of participation in physical activity and sport
100
90
77

71

80

82

3

2

47

22
8

25

24

14
6

At least 7 5-6 times a 3-4 times a 1-2 times a Once every Once every Once every
times a week
week
week
week
two weeksmonth
few months
or more8

10Less often

I don’t
exercise

Base: Total respondents (n=3541), Showing %'Q9. How often do you participate in physical activities like sport, exercise or recreation?

These non-active or less active individuals were typically females, over 50 years old (inparticularly among females aged over 50 years), those with disabilities, those from lower income
households or those who only have school level education or lower.
Table 4: Profiling non-active or less active in physical activity
Less thanweekly or no
Total (n=3541)
physical activity(n=1024)

Column %Female50+
Disability
Up to $31,199$31,200-$77,999
School education or lower (total)

48
45
20
15
30
25

56 ↑
46 ↑
33 ↑
22 ↑
36 ↑
39 ↑

Base: Total respondents (n=3541), Showing %'Q9. How often do you participate in physical activities like sport, exercise or recreation?

Strategy, Research and Stakeholder Engagement25

8.5 Share of time (hobbies / interest)
Over a third consider sport or PA to be a main hobby or interest and it accounts for 10% oftime spent on hobbies / interests.
On average, Australians identified 4 hobbies / interests. Over a third of Australian’s mentioned sport/ PA related activities as one of their main hobbies / interests. This was evenly spread between
playing / participating or training in sport or physical activity (21%) or attending / watching sports(20%). This equates to 10% of time spent on any hobby or interest. Other activities (socialising,watching TV/ Films or movies, on the computer / internet / games, culture / arts and cooking / diningout) had greater share of time.
Figure 9: Share of time (hobbies / interest)
Volunteering
3%Sport related (any mention)

35

None of these
1%
Other
2%

Gardening
8%

Playing / participating / training
in sport or physical activity

Cooking / Dining
14%
21

Culture / Arts
14%

Attending sporting
events/Watching sporting
events on TV

20

Computer /internet /gaming13%

Share oftime

Sport / PA
related10%Socialising18%

TV / Films /Movies17%

Base: Total respondents (n=3541), Showing %. COUNT Q13B. What would you consider your main hobbies or intereststhat you regularly do/participate in outside of work/school? Note categories netted together into similar activities.

Strategy, Research and Stakeholder Engagement26

8.6 Main types of physical activity / sport
Half of Australians do a sporting activity as their main form of physical activity.
The majority of Australians (72%) undertake physical activities that are ‘non sport’ classified withrecreational walking being the most common (55%) followed by fitness / gym (21%), bushwalking(14%) and yoga (9%) and Pilates (5%). That said, half of Australians named a ‘sport’ classified
activity as their main form of participation, the most popular activities being swimming (16%),
cycling (10%) and running / jogging / athletics (10%). The most common group / partner sports
included tennis (6%), golf (5%) basketball (5%) and Australian football (5%). Only 1 in 10 (10%)
Australian’s did not undertake any form of physical activity.
There was higher participation in ‘sport’ classified activities among males, 18-39 year olds, CALD
and as well as recent migrants. ATSI were more likely to do sport related activities (75%) but lesslikely to do non-sport activities (57%). Lower income were less likely to do either non-sport orsport related activities (67% and 40% for under $31.2K per annum). Females were more likely toparticipate in non-sport activities as were 50 years and above (see Table 4: Participation inphysical activity and sport by subgroups).
Figure 10: Main types of physical activity / sport
Non sport classified (total)
Walking (Recreational)
Fitness/Gym
Bush walking
Yoga
Pilates
Dancing (recreational)
Fishing (recreational)
Rock climbing/Abseiling/Caving
Sport classified activities (total)
Swimming
Cycling
Running/jogging/athletics
Tennis
Golf
Basketball
Australian football
Football/soccer
CricketBadminton
BoxingBowls
Rugby league
Canoeing/Kayaking
Mountain biking
Martial arts
Surfing
Netball
Other (<1%)
None of these

1

5
6
6

9

6
5
5
5
4
4
4
3
2
2
2
2
2
2
2

14

10
10

21

16

13
10

Base: Total respondents (n=3541), Showing %Q10. Which are the main physical activities or sports that you do?

Strategy, Research and Stakeholder Engagement
27

55

50

72

A high proportion of Australians are doing both ‘non sport’ and ‘sport’ classified activities (35%) while
37% do ‘non sport’ classified activities only.
Figure 11: Overview of physical activity / sport
Non sport classification only

37%

Sport classification & Non
sport classification

35%

Sport classification only

16%

Neither*

13%

Base: Total respondents (n=3541), Showing %Q10. Which are the main physical activities or sports that you do? * Includes other specifies not classified into sport or non
sport.

8.7 Opportunities to increase sport participation
As seen earlier the majority are doing some sort of physical activity. However not all are doing it
frequently and not all are doing sport related activities. However, encouragingly, across all
segments there are a sizable proportion who do want to do more ‘sports’.
This is highest among those who are participating in physical activity weekly or fortnightly as wellas those already engaging in sport classified activities. In fact, we see a desire to be involved
among even those who do minimal activity.
Row %Total (n=3541)
Weekly or more (n=2517)
Fortnightly or less (n=1024)
At least 7 times a week or more (n=264)
5-6 times a week (n=511)
3-4 times a week (n=883)
1-2 times a week (n=859)
Once every two weeks (n=206)
Once every month (n=92)
Once every few months (n=64)
Less often (n=301)
I don’t exercise (n=361)
Non sport classified (total) (n=2545)
Sport classified activities (total) (n=1762)

I would like to do more sports (710 agree)
38
39 ↑
34 ↓
38
35
39
42 ↑
49 ↑
46
33
32
23 ↓
37
49 ↑

Base: Total respondents (n=3541), Showing %'Q9. How often do you participate in physical activities like sport, exercise or recreation? Q13. What is your level of
personal agreement with the following statements...?: I would like to do more sports,

Strategy, Research and Stakeholder Engagement28

8.8 Watching / following sport
Spectator sport is also popular among Australians.
Nearly half of Australians (48%) are watching sport every week and over 4 in 10 (44%) actively
follow Australia compete internationally. A third (32%) are actively investing in spectator sport(frequently attending live sports matches / events or invest time and money in watching / following
sport).
Figure 12: Watching / following sport

Watch sport weekly

Actively invest in spectator sport*

48%

32%

Watch sport fortnightly

Actively follow / watch Australia competinginternationally

58%

44%

Base: Total respondents (n=3541), Showing %*I frequently attend live sports matches / events + I invest time and money in watching / following sport
Q15B. How often would you watch or follow sports, whether it be on TV, at a live game etc? Q13. What is your level of
personal agreement with the following statements...?: I actively follow / watch when Australia competes internationally in
sport

Males are more likely to watch sport regularly (nearly twice that of females) as do parents.
Engagement and investment is highest among males, 18-39 year olds (who are also most active).
CALD are also highly engaged audiences for sport in terms of watching, attending matches etc.
While individuals with disabilities are generally less active, they are one of the most engaged
audiences for sport (see Table 12: Watching / following sport by demographics).

8.9 Children’s participation in PA / sport
High levels of participation among children (5-17 years) in organised sport, exercise orrecreation outside of school hours.
Three in four of parents (74%) have children who are doing organised sport, exercise or recreation
outside of school hours and half (53%) of households have all their children doing organised
physical activities.

Strategy, Research and Stakeholder Engagement
29

Figure 13: Children’s participation in PA / sport

74

Yes (any mention)
Yes, all my children aged between 517 years

53

Yes, some of my children aged
between 5-17 years

21
26

No, none of themBase: Parents of children <18 years (n=796), Showing %. Q14. Do your children who are aged between 5-17 years do any
organised sport, exercise or recreation outside of school hours?

Half consider sport or PA to be their child’s a main hobby or interest and it accounts for 16%
of time spent on hobbies / interests. Compared to adults, children appear to spend more of
their time doing physical activity or sport.
On average, Australians identified their child / children to have 4 hobbies / interests. Half (50%) ofparents mentioned sport / PA related activities as one of their child’s main hobbies / interests. This
was typically through participation (45%) with a smaller proportion attending / watching sports (16%).
This equates to 16% of time spent on any hobby or interest which was on part with other activities
like socialising, watching TV/ Films or movies, time on the computer / internet / games, culture / arts
and is higher than observed for adults.
Figure 14: Share of children’s time (hobbies / interest)
Other
1%

Sport related (any mention)

51

Playing / participating / training
in sport or physical activity

Attending sporting events /Watching sporting events on TV

45

None of these1%Sport / PA
related16%

Homework andother study
9%

TV / Films /Movies18%

Culture / arts
18%

Share oftime

Computer /internet /gaming19%

Socialising
18%

16

Base: Parents of children <18 years (n=796), Showing %. Q15. Child(ren)'s main hobbies/interests or other activities thatthey regularly do/participate in outside of school?

Strategy, Research and Stakeholder Engagement
30

A SEGMENTATION OF THE MARKET
9.1 Segmentation constructs
To help understand the market, a segmentation based on participation / behaviour and attitudes has
been developed.
The variables used to create the segmentation used a combination of the following questions:Participation and involvement:o Q9. How often do you participate in physical activities like sport, exercise or recreation?,o Q12. In the last 12 months, did you participate in any sport or physical activities, as part ofa Sports club or association that required payment of fees, membership or registration?
Attitudes / Perceptions of sport
o Q13. What is your level of personal agreement with the following statements 7-10
(10=Strongly Agree). Showing those with greatest variance

The market can be segmented based on behaviour and attitudes to physical activity andsport.
The vertical axis corresponds to doing sport in a sports club / not in a sports club, the horizontal axis
to level of participation in physical activity / sport (from none to high levels) and the diagonal axis totheir perceptions of sport – negative or positive.

Figure 15: Market segmentation parameters
DOES SPORT WITH A
SPORTS CLUB 22%

POSITIVE PERSONALPERCEPTIONS OF SPORT

DO PA / SPORT >WEEKLY (47%)

DON’T DO PA /SPORTNEGATIVE PERSONALPERCEPTIONS OF SPORTNOT IN A SPORTS CLUB 78%

Strategy, Research and Stakeholder Engagement31

9.2 The segments
The segmentation produced 5 segments, 3 pro sport segments making up nearly half the
population (47%) and 2 sport ambivalent segments making up 53% of the population.
Figure 16: Segments sizes and overview
Sport ambivalent segments

Pro sport segments
Club active fans17%

Not in a sports club
Highly active
Ambivalent / negative to sport

Activeambivalents
31%

Not in a sports club
Not active
Ambivalent / negative to sport

Non club active
fans
20%

Inactive
ambivalents
22%

Sidelined
advocates
10%

In a sports club
Highly active and follows sport
Positive perceptions sport

Not in a sports club
Highly active and follows sport
Positive perceptions sport

Not in a sports clubLess active but follows sport
Positive perceptions sport

The table below summarises the key differences between the segments.
Table 5: Overview of segments
Segment

Segmentsize(% of
population)

Club active
fans

17

Non-clubactive fans

21

Sidelined
advocates

10

Activeambivalents

31

Inactive
ambivalents

22

Participationin club sports

Participation in PA/ sport
and watching sport

Perceptions of
sport

Yes

Highly active andfollows sport

Positive

No

Highly active andfollows sport

Positive

A few

Less active but follows
sport

Fairly positive

No

Highly active

Ambivalent –negativeNo

Not active

Negative

Strategy, Research and Stakeholder Engagement
32

The key differences between segments are highlighted when plotted on the segmentation
parameters. While most Australians are physically active to some degree but it is only the minority
who are in clubs.
Figure 17: Market segmentation
DOES SPORT WITH A
SPORTS CLUB 22%

Club active
fans
17%

Sidelined
advocates
10%
DON’T DO PA /SPORTWANT TO DO MORE SPORT38%

DO PA / SPORT >WEEKLY (47%)

Non clubactive fans
21%

Active ambivalent
31%

Inactive
ambivalent
22%

NOT IN A SPORTS CLUB 78%

Base: Total respondents (n=3541), Showing %. Q9. How often do you participate in physical activities like sport, exercise
or recreation?, Q12. In the last 12 months, did you participate in any sport or physical activities, as part of a Sports club or
association that required payment of fees, membership or registration? Q13. What is your level of personal agreement withthe following statements 7-10 (10=Strongly Agree). Showing those with greatest variance

Overlaying attitudes provides an indication of potential segments for taking on the journey (as aspectator / supporter or participant) – only 22% are unlikely to be receptive audiences. Sidelined
advocates while not currently active, are more likely to indicate higher desire to do more sport in the
future.
Figure 18: Market segmentation overlaid with attitudes
DOES SPORT WITH A SPORTS CLUB 22%• Want to do more sport

Sidelined
advocates
10%
DON’T DO PA /SPORT• Watching / following sport is a big
part of my life
• Sport is an important part of my life
• I am an avid follower of competitive
Australian sport• I frequently attend live sports
matches / events• I invest time and money in watching/ following sport
Health and fitness
are an importantpart of my life

Inactive
ambivalent22%

Non clubactive fans
21%

• Sports clubs are NOT for people like me• I don’t really get why people are so into sports• Playing sports as part of a club is too competitive
NOT IN A SPORTS CLUB 78%

Strategy, Research and Stakeholder Engagement
33

Club active
fans
17%

DO PA / SPORT >WEEKLY (47%)

Active ambivalent31%

9.3 Profiling the segments
The key differences with regards to participation and attitudes are shown in the figures below:
Figure 19: PA / sport participation by segment
100
90
Total (n=3541)

80
70Club active fans (n=588)

60
Non club active fans (n=729)

50
40Sidelined advocates (n=349)

30

Active ambivalents (n=1102)

20

Inactive ambivalents (n=773)

10
0

Yes (participated in club sport
in last 12 months)

PA/ Sport at least weekly

Watch / follow sport at least
fortnightly

Base: Total respondents (n=3541), Showing %Figure 20: Attitudes toward sport by segment
100
Total (n=3541)

90
80Club active fans (n=588)70
60

Non club active fans (n=729)

50
Sidelined advocates (n=349)

40
30

Active ambivalents (n=1102)

20
Inactive ambivalents (n=773)

10
0
I would like to do
more sports

Health and fitness
are an importantpart of my life

I actively follow /Sport is anwatch when
Sports clubs are NOT
important part of my Australia competes
for people like melifeinternationally in
sport

Base: Total respondents (n=3541), Showing %As expected, Club active fans and Non-club active fans are the most active in sport classified
activities although Non-club active fans are also highly active in non sport classified activities. Active
ambivalent are most active in non sport classified activities (particularly high on fitness / gym andyoga/ Pilates). Despite having less positive personal attitudes toward sport, many are also involvedin sport classified activities such as swimming, cycling and running / jogging / athletics but less so onteam based or organised sport.

Strategy, Research and Stakeholder Engagement
34

Table 6: Main types of physical activity by segments
Pro sport segments
Segment main physicalactivities
Non sport classified (total)
Walking (Recreational)
Fitness/Gym
Bush walking
Yoga
Pilates
Dancing (recreational)
Fishing (recreational)
Rock climbing/Abseiling/Caving
Sport classified activities(total)Swimming
Cycling
Running/jogging/athletics
Tennis
Golf
Basketball
Australian football
Football/soccer
CricketBadminton
BoxingBowls
Rugby league
Canoeing/Kayaking
Mountain biking
Martial arts
Surfing
Netball
Other <1%
None of theseSport ambivalent segments

Total(n=3541)Club activefans(n=588)Non clubactive fans(n=729)Sidelined
advocates(n=349)Activeambivalent(n=1102)

Inactive
ambivalent(n=773)

Pro sportsegments(n=1666)Sport
ambivalentsegments(n=1875)

72
55
21
14
9
5
6
6
1

68
40 ↓
30 ↑
16
10
5
7
8↑
2↑

82 ↑
64 ↑
30 ↑
18 ↑
10
7↑
8↑
6
1

55 ↓
43 ↓
6↓
9↓
6
4
4
9↑
1

86 ↑
72 ↑
25 ↑
14
12 ↑
7↑
5
4↓
0

51 ↓
40 ↓
6↓
9↓
3↓
1↓
4↓
5
0

72
51 ↓
25 ↑
15 ↑
9
6
7↑
7↑
1↑

72
58 ↑
17 ↓
12 ↓
8
4
5↓
4↓
0↓

50

86 ↑

61 ↑

49

39 ↓

28 ↓

68 ↑

35 ↓

16
10
10
6
5
5
5
4
4
4
3
2
2
2
2
2
2
2
13
10

20 ↑
14 ↑
14 ↑
14 ↑
13 ↑
12 ↑
13 ↑
14 ↑
12 ↑
7↑
6↑
6↑
7↑
4↑
4↑
5↑
4↑
6↑
25 ↑
0↓

23 ↑
13 ↑
16 ↑
9↑
7↑
6
4
4
4
5
4↑
2
2
2
3
3
3↑
1
12
1↓

15
7
6↓
4
3
6
6
3
5
4
3
2
3
2
3
1
1
3
14
22 ↑

15
11
8
2↓
2↓
1↓
1↓
1↓
1↓
2↓
1↓
1↓
0↓
3
2
1↓
1↓
1↓
10 ↓
2↓

10 ↓
4↓
3↓
3↓
3↓
3↓
3↓
2↓
2↓
2↓
2
2
1
1↓
0↓
1↓
1↓
2
8↓
32 ↑

20 ↑
12 ↑
13 ↑
10 ↑
9↑
8↑
8↑
8↑
7↑
5↑
4↑
4↑
4↑
3
3↑
3↑
3↑
3↑
17 ↑
5↓

13 ↓
8↓
6↓
2↓
3↓
2↓
2↓
1↓
2↓
2↓
1↓
1↓
1↓
2
1↓
1↓
1↓
1↓
9↓
15 ↑

Base: Total respondents (n=3541), Showing %. Q10. Which are the main physical activities or sports that you do?

Strategy, Research and Stakeholder Engagement
35

The segments vary considerably by demographics.
Pro sport segments are more likely to be male, physically active individuals – many who are parents
and also CALD and higher income. There is higher representation of ATSI in the Club Active
segment. Sport ambivalent segments are more likely to be female which may suggest the need tobetter align ‘sport’ activities in a way more digestible or appealing to females. Similarly, there are
more older Australian’s who are sport ambivalent. A high proportion of Sidelined advocates arethose who have a disability suggesting specific programs / campaign to target these individuals areworthy of investment.
Table 7: Demographics by segments
Pro sport segments
Segment
demographics
Male
Female
18-29
30-39
40-49
50+
Parent (<18 years)
CALD
Recent migrant (<5years)ATSI
Disability<$31.3K$31.2K<$78K$78K<$156K$156K or moreSport ambivalent segments

Total(n=3541)Club activefans(n=588)Non clubactive fans(n=729)Sidelined
advocates(n=349)Activeambivalent(n=1102)

Inactive
ambivalent(n=773)

Pro sportsegments(n=1666)

49
51
22
18
17
43
33
15

64 ↑
36 ↓
34 ↑
20
17
30 ↓
44 ↑
17

57 ↑
43 ↓
18 ↓
18
17
46
34
17

50
50
29 ↑
24 ↑
14
33 ↓
39 ↑
16

40 ↓
60 ↑
18 ↓
16
18
47 ↑
27 ↓
14

42 ↓
58 ↑
18 ↓
16
17
49 ↑
28 ↓
14

58 ↑
42 ↓
26 ↑
20 ↑
16
37 ↓
39 ↑
17 ↑

Sport
ambivalentsegments(n=1875)
41 ↓
59 ↑
18 ↓
16 ↓
17
48 ↑
28 ↓
14 ↓

5

6

6

7

4

3↓

6↑

4↓

3
24
18
33
27
9

7↑
13 ↓
15
30
31 ↑
13 ↑

3
19 ↓
13 ↓
30
32 ↑
11 ↑

3
29 ↑
20
39 ↑
25
7

2↓
25
17
33
27
8

3
32 ↑
23 ↑
34
21 ↓
5↓

4↑
19 ↓
15 ↓
32
30 ↑
11 ↑

3↓
28 ↑
20 ↑
33
24 ↓
7↓

Base: Total respondents (n=3541), Showing %.

Segments
also
variedbycurrent
occupation
and
level
of
education
Pro sport segments were more likely to have a higher level of education and be working while many
ambivalent segments were retired and the inactive ambivalent segments tended to have the lowest
level of education. Over half of the Club active were working or volunteering in sport.

Strategy, Research and Stakeholder Engagement
36

Table 8: Other characteristics by segments
Pro sport segments

Segment demographics

Working (total)
Employed full-time
Employed part-time
Employed – variable or casual
hours
Unemployed
Retired or on a pension
A full-time student
Engaged in home duties
University degree or higher(including postgraduate diploma)
Undergraduate diploma or
associate diploma
Certificate, trade qualification orapprenticeship
School or lower (total)Work or volunteer with a NSO,
SSO, local club / org. or in othersports related activities / events

Sport ambivalent segments

Total(n=3541)Club activefans(n=588)Non clubactive fans(n=729)Sidelined
advocates(n=349)Activeambivalent(n=1102)

Inactive
ambivalent(n=773)

Pro sportsegments(n=1666)

57
37
15

68 ↑
48 ↑
14

64 ↑
43 ↑
17

58
41
13

55
31 ↓
16

46 ↓
29 ↓
14

64 ↑
45 ↑
15

Sport
ambivalentsegments(n=1875)
51 ↓
30 ↓
15

5

5

4

5

8↑

3↓

5

6

5
21
5
9

4
15 ↓
7
5↓

4
18
5
7

6
15 ↓
8
11

5
25 ↑
5
9

9↑
26 ↑
5
11

4↓
17 ↓
6
7↓

6↑
25 ↑
5
10 ↑

32

38 ↑

36

29

34

23 ↓

35 ↑

29 ↓

13

16

14

12

14

10 ↓

14

13

23

21

21

24

23

26

21

25

31

25 ↓

30

35

28

39 ↑

29

33

20

55 ↑

18

21

8↓

14 ↓

32 ↑

10 ↓

Base: Total respondents (n=3541), Showing %.

Strategy, Research and Stakeholder Engagement37

9.4 Opportunities for segment engagement
The segmentation analysis indicates that the majority of the Australian population can be engaged
further either through encouraging participation in physical activity or sport.







Club active and non-club active fans (that make up 38% of the population) are the biggest
supporters of sport in terms of participation and spectating sport and will be the biggest
advocates for sport investment and development.
Active ambivalent (38%) could benefit from education / inspiration around how ‘sport’ can bepart of their lives – many who actually do sport related activities but they have a perceptual
barrier on the idea of ‘sport’ and what is constitutes.
Sidelined advocates (10%) have a desire to be involved more but are currently less active
suggesting mobilisation programs to activate their positive intentions.
The only segment that will be hard to reach are the Inactive ambivalent (22%) who are moresedentary and share few positive personal attitudes toward sport generally.

Strategy, Research and Stakeholder Engagement
38

CURRENT PERCEPTIONS AND BENEFITS OF
SPORT AND PHYSICAL ACTIVITY IN AUSTRALIA
Overall, Australians are highly convinced of the personal benefits (physical and mental) of
being active – particularly for children’s development. They are also able to see broader
benefits of sport to the community and economically. While agreement is not universallyobserved for all claims around sport at a personal and community level, few would disagree
on the areas surveyed.
Generally, Australians agreed with most claims around sport (personal or community sport) with only asmall minority who outwardly disagreed on any statement. There were however higher levels of neutral
views around claims that sport provides other benefits beyond health (economic and employment, life
skills, community pride etc) suggesting uncertainty rather than disagreement (see Figure 36: Overall
perceptions of being active and sport – level of agreement / disagreement.)

10.1 Benefits of sport to personal life and health
Australians are convinced of the physical and mental benefits of being active and the
majority also see additional benefits (social, sense of achievement, motivation).
Based on agreement of 7-10 out of 10, around 9 in 10 Australians believe being active is good formental health (89%) and physical health (89%) and helps to relieve stress (87%). Around 8 in 10 seethat sport promotes social interaction and friendships (84%), that sport and physical activities
provide people with a sense of achievement and builds confidence (82%) and helps to motivate
people and create a sense of purpose (80%). To a lesser degree – but still a majority view (75%),
Australians believe that many essential life skills are learned playing sport.
Figure 21: Benefits of sport to personal life and health89

Being active is good for mental health80

Being active keeps people physically fit andhealthy89
79
87

Being active helps to relieve stress

77

Sport promotes social interaction andfriendships

71

Sport and physical activities provide people
with a sense of achievement and helps builds
confidence

68Sport and physical activities help to motivate
people and to create a sense of purpose

65

Many essential life skills are learned playing
sport
Base: Total respondents (n=3541), Showing % AgreeQ2. Please indicate your level of agreement with each statement…?

Strategy, Research and Stakeholder Engagement
39

84

82

80

75
59

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

10.2 Benefits of sport for children
Sport is also seen to be important for a child’s development and part of their education.
Over 8 in 10 of Australians believe that sport and physical activities are important for a child’sdevelopment (85%) and an important part of their education (82%) and that sport is a great
foundation to set children with health habits for life (85%).
Figure 22: Benefits of sport for children

Sport and physical activities are important for achild’s development

Sport is a great foundation to set up children withhealthy habits for life

Sport and physical activities are an important partof a child’s education

85
73

85
73
7-10 (10 Strongly
Agree)

82

8-10 (10 Strongly
Agree)

68

Base: Total respondents (n=3541), Showing % AgreeQ2. Please indicate your level of agreement with each statement…?

10.3 Benefits of sport for social cohesion and community
Sport has wider benefits to the community and most Australians believe that sport has
benefits for social cohesion and community.
Around 8 in 10 Australians believe sport brings people together and promotes a sense of belonging(81%) and that sport helps instil a sense of pride in our communities (78%).
Figure 23: Benefits of sport for social cohesion and community
Sport brings people together and promotes a senseof belonging

Sport helps instil a sense of pride in our communities

Base: Total respondents (n=3541), Showing % AgreeQ2. Please indicate your level of agreement with each statement…?

Strategy, Research and Stakeholder Engagement
40

81
66
78
63

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

10.4 Benefits of sport economically
To a lesser extent the majority (albeit a smaller majority) feel that community sport provides
economic benefits and employment for individuals
A similar proportion, 70% believe sport and physical activities generate economic benefits forAustralia but fewer believe this is directly linked to employment and income for individuals (62%).
Figure 24: Benefits of sport economically70

Australian sport at a local /community levelhas high integrity
Sport and physical activities generates
economic benefits for Australia
Sport and physical activities provide
employment and an income for individuals
and their families

54
70
52
62
45

7-10 (10Strongly Agree)
8-10 (10Strongly Agree)

Base: Total respondents (n=3541), Showing % AgreeQ2. Please indicate your level of agreement with each statement…?

10.5 Demographic differences
The Australian community largely share these views although benefits beyond personal
benefits are less likely to be held among the sport ambivalent segments.
Encouragingly, regardless of segment (and personal views / engagement with sport), the majority ofAustralians see the benefits of PA and sport – beyond just physical and mental health although sport
specific benefits are relatively weaker among the ambivalent segments

Strategy, Research and Stakeholder Engagement
41

Table 9: Perceptions and benefits of sport by segment
Pro sport segments

Segment ratings
Agree
Physical and mental health (total)
Being active is good for mental
healthBeing active keeps people
physically fit and healthy
Being active helps to relieve stress
Skills and purpose (total)
Sport promotes social interaction
and friendships
Sport and physical activities provide
people with a sense of achievement
and helps builds confidenceSport and physical activities help tomotivate people and to create asense of purpose
Many essential life skills are learned
playing sport
Social cohesion and pride (total)
Sport brings people together andpromotes a sense of belonging
Sport helps instil a sense of pride in
our communities
Economic benefits (total)
Australian sport at a local/community level has high integrity
Sport and physical activities
generates economic benefits forAustralia
Sport and physical activities provide
employment and an income forindividuals and their families

Sport ambivalentsegments

Total(n=3541)Club
activefans(n=588)Non clubactivefans(n=729)Sidelined
advocates (n=349)

Activeambivalent(n=1102)

Inactive
ambivalent(n=773)

Pro sportsegments(n=1666)

92

97 ↑

99 ↑

96 ↑

92

80 ↓

98 ↑

Sport
ambivalentsegments(n=1875)
87 ↓

89

94 ↑

97 ↑

94 ↑

90

74 ↓

95 ↑

83 ↓

89

95 ↑

97 ↑

93 ↑

89

74 ↓

95 ↑

83 ↓

87
90

94 ↑
97 ↑

96 ↑
98 ↑

91 ↑
96 ↑

88
87 ↓

70 ↓
77 ↓

94 ↑
97 ↑

80 ↓
83 ↓

84

93 ↑

94 ↑

90 ↑

80 ↓

70 ↓

93 ↑

76 ↓

82

92 ↑

95 ↑

90 ↑

77 ↓

65 ↓

93 ↑

72 ↓

80

91 ↑

93 ↑

87 ↑

74 ↓

62 ↓

91 ↑

69 ↓

75

90 ↑

91 ↑

82 ↑

65 ↓

58 ↓

89 ↑

62 ↓

84

93 ↑

96 ↑

93 ↑

77 ↓

70 ↓

94 ↑

74 ↓

81

91 ↑

95 ↑

88 ↑

75 ↓

66 ↓

92 ↑

71 ↓

78

88 ↑

93 ↑

89 ↑

69 ↓

63 ↓

90 ↑

67 ↓

76

89 ↑

90 ↑

79

69 ↓

59 ↓

87 ↑

65 ↓

70

82 ↑

85 ↑

78 ↑

62 ↓

55 ↓

82 ↑

60 ↓

70

85 ↑

86 ↑

73

62 ↓

54 ↓

83 ↑

59 ↓

62

75 ↑

76 ↑

66

55 ↓

47 ↓

74 ↑

52 ↓

Base: Total respondents (n=3541), Showing %Q2. Please indicate your level of agreement with each statement…? Showing 7-10 (10= Strongly agree)

Strategy, Research and Stakeholder Engagement42

CURRENT PERCEPTIONS AND BENEFITS OF
HIGH PERFORMANCE / ELITE SPORTHigh performance sport is positively perceived in Australia. Australians see that highperformance sport has direct positive impact on national pride and our reputation as acountry and as well believe – but to a lesser extent – how it has flow on benefits for theAustralian community and sport participation. While agreement is not universally observed
for all claims around high performance sport in Australia, few would disagree on the areas
surveyed.
Generally, Australians agreed with most claims around high performance sport with only a small
minority who outwardly disagreed on any statement however there were greater levels of neutral
views around claims of high integrity or positive role models and community and economic benefits
suggesting uncertainty rather than disagreement (see Figure 37: Overall perceptions of highperformance sport – level of agreement / disagreement).

11.1 Perceptions Australia’s international sporting reputation
Australians believe that Australia is respected on the international sporting stage.
The majority of Australians (75%) agree that Australia is respected on the international sporting
stage.
Figure 25: Perceptions Australia’s international sporting reputation

Australia is respected on the international
sporting stage

75
57

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

Base: Total respondents (n=3541), Showing % Agree
Q3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’ sport

11.2 Benefits of high performance / elite sport for Australia as a country
High performance sport is seen by most Australians to instil national pride and identity as
well as positive international exposure.
The majority (8 in 10) believe that representation of Australian sport / athletes instils pride in ourcountry (78%) and contributes to national identity (78%). It is also seen to give Australia positive
international exposure (77%). Albeit to a lesser extent, high performance sport is seen make avaluable contribution to Australia’s economy (66%). This latter claim is more polarising as
preliminary interviews while testing the survey found that many felt high performance sport was alsoa cost heavy investment and therefore also cost the economy.

Strategy, Research and Stakeholder Engagement
43Figure 26: Benefits of high performance / elite sport for Australia as a country

78

Having Australia represented in sport internationallyinstils pride in our country

66

78

High performance sport contributes to Australia’s
national identity

62

77High performance sport gives Australia positive
international exposure

64
7-10 (10 Strongly
Agree)High performance sport makes a valuable contribution
to Australia’s economy

66
8-10 (10 Strongly
Agree)

48

Base: Total respondents (n=3541), Showing % Agree
Q3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’ sport

11.3 Benefits of high performance / elite sport for communities and sportparticipation
High performance sport is also – but to a lesser extent – seen to provide benefits for theAustralian community and sport participation
The majority of Australians (but not all) believe that high performance sport can bring communities
together (67%) and has flow on effects direct to community through encouraging participation in the
sport itself (69%) and providing infrastructure / facilities for participation at a local level (64%). While
there was higher levels of uncertainty about these claims generally (neutral ratings) few disagreed
on these claims.
Figure 27: Benefits of high performance / elite sport for communities and sportparticipation
High performance sport encourages participation in
the sport itself

69
51

67

High performance sport brings communities together
49
The facilities / infrastructure for high performancesports / events provide opportunities for everyday
Australians

6447

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

Base: Total respondents (n=3541), Showing % Agree. Q3. To what extent do you agree with the following statements
about ‘high performance’ or ‘elite’ sport

Strategy, Research and Stakeholder Engagement4411.4 Demographic differences
Encouragingly, regardless of segment (and personal views / engagement with sport), themajority of Australians can see how high performance / elite sport benefits Australia –however ambivalent segments are more sceptical particularly around economic contribution,community benefits and integrity issues.
Table 10: Perceptions of high performance sport by segments
Sport ambivalentsegments

Pro sport segments
Segment ratings
Agree
Having Australia represented in
sport internationally instils pride in
our country
High performance sport contributes
to Australia’s national identity
High performance sport gives
Australia positive international
exposureHigh performance sport makes avaluable contribution to Australia’s
economyHigh performance sport encourages
participation in the sport itself
High performance sport brings
communities together
The facilities / infrastructure for highperformance sports / events provide
opportunities for everyday
Australians
Australia is respected on theinternational sporting stage
Having Australia represented in
sport internationally instils pride in
our country
High performance sport contributes
to Australia’s national identity
High performance sport gives
Australia positive international
exposureTotal(n=3541)Club
activefans(n=588)Non clubactivefans(n=729)Sidelined
advocates(n=349)Activeambivalent (n=1102)

Inactive
ambivalent (n=773)

Pro sportsegments(n=1666)Sport
ambivalentsegments(n=1875)

78

90 ↑

91 ↑

86 ↑

73 ↓

63 ↓

89 ↑

69 ↓

78

89 ↑

91 ↑

84 ↑

71 ↓

62 ↓

89 ↑

67 ↓

77

89 ↑

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82 ↑

71 ↓

63 ↓

88 ↑

68 ↓

66

80 ↑

83 ↑

73 ↑

55 ↓

50 ↓

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53 ↓

69

83 ↑

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79 ↑

58 ↓

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56 ↓

67

81 ↑

84 ↑

76 ↑

54 ↓

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53 ↓

64

79 ↑

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48 ↓

79 ↑

52 ↓

75

86 ↑

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80 ↑

68 ↓

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78

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91 ↑

86 ↑

73 ↓

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78

89 ↑

91 ↑

84 ↑

71 ↓

62 ↓

89 ↑

67 ↓

77

89 ↑

89 ↑

82 ↑

71 ↓

63 ↓

88 ↑

68 ↓

Base: Total respondents (n=3541), Showing %Q3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’ sport? Showing 7-10
(10= Strongly agree)

Strategy, Research and Stakeholder Engagement
45

THE
VALUE
AND
INVESTMENT IN SPORTIMPORTANCE

OF

While the importance of supporting community sport and individuals is seen to be relatively
more important than investment in high performance and international sport / events investment in high performance sport is seen to be important and there is a view that theGovernment has a key role in sport development and intervention.
Generally, Australians would put higher emphasis on seeing investment or support at a local /community level to encourage children and people to be active or community sport however average
importance of all aspects testing are high (7 out of 10 or above).
Figure 28 Importance of investment and Government involvement in sport – average
importance

It is important that…
schools provide sporting opportunities for children

8.2 ↑the Government encourages Australians to be active

8.1 ↑the Government supports local community sport

7.9 ↑Australian sport is well-protected from integrity threatssuch as doping, illegal betting and match fixing

7.8 ↑elite / high performance Australian sport has highintegrity

7.8 ↑the facilities / infrastructure built for high performancesports / events are made available for everyday
Australians to participate in community sports

7.8 ↑high performance athletes are positive role models bothon and off the field

7.8 ↑the Government has a key role in protecting the integrityof sport

7.7

Australia is respected on the international sporting stage

7.7

Australia performs well at international sporting events

7.4 ↓the Government encourages individuals to participate in
sport

7.4 ↓

the Government invests in hosting international sporting
events7.4 ↓the Government invests in attracting and securing
international sporting events

7.3 ↓the Government invests in the development of highperformance athletes and sport in Australia

7.2 ↓Base: Total respondents (n=3541), Showing average (0-10)
Q4. What is your level of agreement with the following statements...?: It is important for

Strategy, Research and Stakeholder Engagement
46

The Government is seen to play a key role in supporting and investing in community sport aswell as high performance / elite sport and talent.









With regards to community and individual participation, Australians believe it is important thato schools should provide sporting opportunities for children (85%)
o that the Government encourages Australian’s to be active (82%) or to participate in sport(71%)
o that the Government invests in local community sport (71%).
Integrity is also seen to be important at a high performance level and nearly 8 in 10 (77%)
believe it is important that the Government has a key role in protecting the integrity of sport.
The importance of Australia’s reputation and performance in sport is also higho 78% believe it is important Australia is respected internationally)o 69% believe it is important for the Government to invest in the development of highperformance athletes and sport in Australia.
There is support for Government investment in international events and Australians believe that
it is important for the Government to:o invest in hosting international sporting events (72%)
o invest in attracting and securing international sporting events (72%).
There is also a view that resources (infrastructure / facilities) that are built for high performancesports or events later flow back to the community to enable them to participate in sport at a
community level (78%).

Figure 29 Importance of investment and Government involvement in sport
Community and individual
participation

Integrity

Australia’s reputation andperformance in sport

Govt. investment ininternational events

91%

91%

85%

78%

Segment ratings
It is important that…
schools provide sporting
opportunities for children
the Government encourages
Australians to be active
the Government supports local
community sport
the Government encourages
individuals to participate in sport%

Segment ratings
It is important that…

85

elite / high performance
Australian sport has high integrity82

the Government has a key rolein protecting the integrity of sport

79

high performance athletes are
positive role models both on andoff the field
Australian sport is well-protectedfrom integrity threats such as
doping, illegal betting and match
fixing

74

71

78

77

Segment ratings
It is important that…
Australia is respected on theinternational sporting stage
Australia performs well atinternational sporting events76

the Government invests in thedevelopment of high performanceathletes and sport in Australia

69

%
78

%

74

It is important that… the facilities / infrastructure built for high performance sports / events are made available foreveryday Australians to participate in community sports

Segment ratings
It is important that…

%

the Government invests inhosting international sporting
events72

the Government invests in
attracting and securing
international sporting events

72

78%

Base: Total respondents (n=3541), Showing %Q5. What is your level of agreement with the following statements...?: It is important for 7-10 (10=Extremely important).

Strategy, Research and Stakeholder Engagement47

Encouragingly, regardless of segment (and personal views / engagement with sport), the majority ofAustralians support the need for Government to invest in local sporting opportunities as well asAustralia’s integrity and reputation in sport at an elite level - although as expected, sport ambivalentsegments were less likely that pro sport segments to see the importance across the areas tested.
Table 11: Iimportance of investment and Government involvement in sport by
segment
Sport ambivalentsegments

Pro sport segments
Segment ratings
It is important that…
Community and individual
participation (total)
schools provide sporting
opportunities for children
the Government encourages
Australians to be active
the Government supports local
community sport
the Government encourages
individuals to participate in sport
Integrity (total)
elite / high performance Australiansport has high integrity
the Government has a key role inprotecting the integrity of sporthigh performance athletes are
positive role models both on and off
the field
Australian sport is well-protectedfrom integrity threats such as doping,illegal betting and match fixing
Talent and profile (total)
Australia is respected on theinternational sporting stage
Australia performs well atinternational sporting events
the Government invests in thedevelopment of high performanceathletes and sport in Australia
Govt. investment in international
events (total)
the Government invests in hosting
international sporting events
the Government invests in attracting
and securing international sporting
eventsthe facilities / infrastructure built forhigh performance sports / events are
made available for everyday
Australians to participate incommunity sports

Total(n=3541)Club
active fans(n=588)Non clubactive fans(n=729)Sidelined
advocates(n=349)Activeambivalent (n=1102)

Inactive
ambivalent (n=773)

Pro sportsegments(n=1666)Sport
ambivalentsegments(n=1875)

91

97 ↑

98 ↑

93

91

78 ↓

97 ↑

85 ↓

85

93 ↑

95 ↑

90 ↑

82 ↓

70 ↓

93 ↑

77 ↓

82

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85

82

67 ↓

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79

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64 ↓

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71

86 ↑

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60 ↓

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78

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77

85 ↑

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81

71 ↓

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85 ↑

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78

72 ↓

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78

88 ↑

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74

86 ↑

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64 ↓

69

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75 ↑

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86 ↑

70 ↓

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68 ↓

72

83 ↑

86 ↑

78 ↑

63 ↓

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72

82 ↑

86 ↑

81 ↑

63 ↓

59 ↓

83 ↑

61 ↓

78

86 ↑

90 ↑

82

73 ↓

65 ↓

87 ↑

70 ↓

Base: Total respondents (n=3541), Showing %Q4. What is your level of agreement with the following statements...?: It is important for 7-10 (10=Extremely important).

While Government funding or investment in sport is seen to be largely sufficient, many
believe it is not enough.

12.1 Perceptions of Government funding / spending on sport
Just under half (41%) feel that the Australian Government is spending sufficiently and 30% feel it is
not enough (22% less than it should and 8% too little. Overall only 1 in 10 (13%) feel too much isStrategy, Research and Stakeholder Engagement48

spent by the Government on sport and this higher among sport ambivalent segments (17%). Many
are uncertain with 16% of the population who are not sure about levels of funding.
Figure 30: Perceived level of Government funding

13 ↓

16

9↓

13

19 ↑

Not sure

17 ↑Too much

42

41

41
27 ↑

22

Sufficiently
Less than it
should

17 ↓

8

9↑

6↓

Total (n=3541)

Pro sport segments(total) (n=1666)

Sport ambivalentsegments (total)(n=1875)

Too little

Base: Total respondents (n=3541), Showing % Note: Pro sport segments= Club active, Non-club active and Sidelined
advocates.
Q8. When it comes to funding or investment in sport, do you think that the Australian Government is spending...?

Strategy, Research and Stakeholder Engagement49

12.2 Reasons to invest in international sporting events in Australia
Australians see several reasons for investing in international sporting events held inAustralia – in particular bringing tourism to Australia and promoting Australia more generally
as well as building national pride / identity and the economic benefits from attendance.
When asked whether it is was important for the Government to invest in international events, themajority of Australian’s agreed -–in hosting international sporting events (72%) or in attracting andsecuring international sporting events (72%). The key reasons why are largely around brining
tourism to Australia (51%) and promoting Australia generally (44%). Building national pride an
identity are also drivers (34%) as are economic benefits from attendance (32%), encouraging local/
community involvement (26%), putting Australia on the map (25%) and also how it encourages the
sport (25% inspiring Australian’s to participate in sport) and bringing nations together (25%). Other
benefits (less than 25%) included providing facilities and opportunities to participate in sport, bringing
Australian’s together and promoting the sport.
Figure 31: Reasons to invest in international sporting events in Australia
51

Brings tourism to Australia
44

Promotes Australia
34

Helps build national pride and identity
Creates economic benefits resulting from
attendance
Encourages local and community
involvement (workforce, volunteers,…
Puts Australia on the international sporting
map
Helps inspire Australians to participate insport
Brings Australians together with people fromother nations
Helps local Australian athletes to compete
and achieve

32
26
25
25
25
24
24

Helps bring Australians together
Encourages development of sports
infrastructure (e.g. stadiums and training…

23

Gives Australians access to world events

22

Promotes the sport

20
15

Showcases how capable Australia is
Demonstrates how important sport is toAustralia
None of these117

Base: Total respondents (n=3541), Showing % Q17. 5 most important reasons why Australia should invest in hosting
international sporting events held in Australia?

Strategy, Research and Stakeholder Engagement
50

EXPECTATIONS OF PERFORMANCE
Australians have high expectations around how Australia performs internationally in sport
Most Australians have some expectations about Australia’s international performance – nearly half(45%) expect Australia to be in the top 10 ten countries and over half (55%) expect Australia to be in
the top 20. However just under 2 in 5 (16%) would expect top 5 performance from Australia.
Expectations are higher among ‘pro-sport’ segments. Only 1 in 10 (13%) don’t have any
expectations. This reflects responses that ‘it is important that…Australia performs well atinternational sporting events’ (74%).
Figure 32: Expectations of Australia’s competitive performance internationally55

At least top 20 (total)

45

At least top 10 (total)
Australia should be at least in the top five ofcompeting countries

16

Australia should be at least in the top 10
countries

29

Australia should be at least in the top 20
countries

10

I don’t really care where Australia performs
in comparison to other countries, as long as
we do reasonably well25

I don’t have any expectations for how
Australia performs
Other

Don’t know

13

2

5

Base: Total respondents (n=3541), Showing %Q 7. Thinking about when Australia competes internationally (like the Olympics, Paralympics), which best describes how
you feel about Australia’s performance?

Strategy, Research and Stakeholder Engagement51

INTEGRITY IN SPORT
Integrity is seen to be of key
importance in sport however,this is an area the public are notnecessarily assured about inhigh performance sport inAustralia.

Figure 33: Importance of sport integrity
Integrity

Segment ratings
It is important that…

%

elite / high performance
Australian sport has high integrity78

the Government has a key rolein protecting the integrity of sport

77

high performance athletes are
When asked about level ofpositive role models both on and76
91%
importance,
78%
Australians
off the field
believed it is important that elite /Australian sport is well-protectedfrom integrity threats such as
74
high performance sport has highdoping, illegal betting and match
fixingintegrity and 74% that Australiansport is well protected from integrity
Base: Total respondents (n=3541), Showing %threats such as doping, illegal
Q5. What is your level of agreement with the following statements...?: It
is important for 7-10 (10=Extremely important).
betting and match fixing. Similarly,
76% believe high performanceathletes are positive role models both on and off the field. The Government is seen to have a keyrole in protecting the integrity of sport (77%).

14.1 Perceptions of integrity in high performance / elite sport
Not all Australians believe that high performance sport has high integrity or that are positiverole models.
While a majority view, not all are convinced that high performance athletes are positive role models(62% agreement) or that it has high integrity (60% agreement). Interviews while testing the survey
suggest that while generally athletes can play a role of being good role models and that the sport islargely high in integrity, few ‘bad cases’ can blacken the overall sport and these are observed inmedia. Across the range of responses on integrity related claims, other responses were mainly
neutral responses (neither 4-6 out of 10) rather than outright disagreement suggesting this is a grey
area for the public (seeStrategy, Research and Stakeholder Engagement
52

Figure 37: Overall perceptions of high performance sport – level of agreement / disagreement).
Figure 34: Perceptions of integrity in high performance / elite sport

62

Australia’s high performance athletes are
positive role models

44

60

Elite / high performance Australian sport has
high integrity

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

42

Base:
Total respondents (n=3541), Showing % Agree
Q3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’ sport

14.2 Implications of compromised integrity in Australian sport
The main risk to high performance / elite sport if was seen to lack integrity is Australian’slosing respect for the game and subsequently losing its fans / following.
The main consequences of compromised integrity for high performance / elite sport are that
Australian’s would lose respect and followers for the game (64%). This is made up of the individual
responses that they would lose respect for the game (45%), would prefer to support a more
respectable sport (36%), wouldn’t watch it (29%), and would stop following that sport (29%). Three inten (29%) would expect the Government to step in and 1 in 5 (18%) claim it would impact
participation – 15% wouldn’t want to participate and 5% would not want their children to participate in
the sport. Only a minority (14%) feel it would make no difference.
Figure 35: Impact if high performance / elite sport lacks integrity
45

Would lose respect for the game
Would prefer to support a more respectable
sport / one with integrity

36

Wouldn’t watch it

29

Would expect the Government to step in29
23

Would stop following that sport
15

Wouldn’t want to participate / do that sport
Would no longer want my children to participate/ do that sport

18%

5
14

Would make no difference
Not sure

9

Base: Total respondents (n=3541), Showing %Q 6. If you thought high performance / elite level sport in Australia lacked integrity, how do you think it would change how
you engaged with sport? Please select up to three responses.

Strategy, Research and Stakeholder Engagement53

14.3 Perceptions of integrity in local / community sport
Australians largely believe local / community sport has high integrity
Around 7 in 10 (70%) Australians believe that Australian sport at a local / community level have highintegrity. Initial interviews to test the survey suggest that some are unsure of this claim and someheard issues in the media or from experience to contest this.
Figure 36: Integrity of local / community sport

Australian sport at a local /community level has
high integrity

7054

7-10 (10 Strongly
Agree)
8-10 (10 Strongly
Agree)

Base: Total respondents (n=3541), Showing % Agree. Q2. Please indicate your level of agreement with each statement…?

Strategy, Research and Stakeholder Engagement54

CONCLUSIONS AND RECOMMENDAITONS
15.1 Conclusions
It is evident that physical activity and sport are integral to Australian lives and the community, andthe value of sport to the community and the country is evident – regardless of whether individuals
are participants in sport. That said there is a gap between perceptions and participation, and sport
continues to carry some perceptual barriers when it comes to participation for some individuals.
Overall Australians, regardless of whether they are personally inclined or ambivalent to sport, DO
support investment in sport – at a community level and for high performance / elite sports in regards
to providing opportunities, talent development and investment in international events. Australians
also expect to see Australia do well when competing internationally – and they believe that Australia
is well regarded on the international sporting stage. Integrity is very important and compromised
integrity will have consequences in terms of audiences and as well participation in the sport.
Communications to the Australian public around sporting goals and investment should focus onleveraging benefits to the community and country as a whole and it is important that the Government
is seen to be championing this as Australians do see the Government to be a key regulator or havea role in intervention if required. Given the public are largely convinced about personal benefits(health, mental wellbeing) but relatively less so on how higher investment areas such as highperformance sport and sporting facilities can directly benefit them, an area of communication can bearound emphasising (or demonstrating) the direct flow on to individuals, economically, forparticipation or the social / cultural benefits.

15.2 Recommendations
This survey carries a wide range of data of interest to the ASC and for future consideration. When it
comes to the development of the National Sports Plan in particular, we recommend these findings
are triangulated with the other elements of intelligence gathering and consultation including fromindividuals, community groups, sporting organisations, businesses and government. The analysis ofresults suggests there are opportunities for the Plan to consider both program, policy andcommunication strategies which will need to be consolidated with other findings from theconsultation. However, on the basis of this survey alone we make the following comments andrecommendations about each of the four key pillars of the National Sports Plan:
With regards to the four pillars of interest...

Strategy, Research and Stakeholder Engagement
55

Participation
While Australia is a nation that is keen to participate in sport, we know that there remains a
number of barriers in place that affect participation.
The research identified both barriers and opportunities to increase physical activity in Australia:







The perceived importance of sport for adults is lower than that of general physical activity(58% vs. 81%)
The perceived importance of sport for children is higher than for adults (77% vs. 58%)
Three in ten (29%) are not doing any physical activity or doing it fortnightly or lessMore participate in physical activity than sport classified activities (72% vs. 50%)
Nearly 4 in 10 (38%) of Australians want to do more sport. Even 34% of non-active or lessactive Australian’s want to do more.
Some populations (females, older Australians, those with disabilities, lower income, lesseducated) are less engaged or convinced about the benefits of physical activity and sport andalso are less active.

It is acknowledged that currently programs and initiatives are in place to address some of these gaps
(for example female participation) however the National Plan should address these as collective
goals and efforts.
•

Firstly, addressing barriers to ‘sport’ participation is required. We recommend the selection ofa small number of barriers, and that the National Sports Plan outlines some specific initiatives
or recommendations for government consideration to commence addressing these barriers.
o

For example this could include addressing ‘misconceptions’ around what is sport or inpractice insuring those key motivations for participation (social, enjoyment etc.)
continue to be experienced among participants, particularly children whereparticipation is high in youth and then drops at adult ages.

oAnother example is addressing the barrier of time and what it means to be involved in‘sport’ by providing means or suggestions for participation that may better fit into
people’s various lifestyles.

•

Secondly, given positive attitudes to physical activity are largely already established (more sothan sport), there are opportunities to convert and activate individuals to do more or get
involved. This requires behavioral interventions and strategies or tactical efforts (rather thaneducation per se). Setting some personal challenges (take a walk once a week) or
encouraging or developing workplace activities to encourage staff to be active.

•

Key groups to address are females and older Australians (50 years plus).

Whilst it is not realistic to consider 100% participation in sport, we recommend that the NationalSports Plan sets a general target across the population (or by certain demographics if this is more
useful) to aim towards, i.e.
•

Target 2020: 100% physical activity of any form at least once a week•

Target 2020: 70% adult participation in a sporting classified activity and 100% for children.

Strategy, Research and Stakeholder Engagement
56

Performance
Australians consider that Australian performance in sport is important, and contributes to bothnational pride and identity, positive international exposure as well as grassroots sporting
participation.
Having Australia represented in sport internationally instils pride in our country (78%)
High performance sport contributes to Australia’s national identity (78%)
High performance sport gives Australia positive international exposure (77%)
High performance sport encourages participation in the sport itself (69%).

Australian’s do expect Australia to perform well internationally:

Nearly half (45%) expect Australia to be in the top 10 ten countries and over half (55%)
expect Australia to be in the top 20.

This could be a target (top 10) while top 5 could be a stretch target however it is important toconsider the specific sports and Australia’s current performance.
However, there are some questions as to how the high performance sport directly impacts thecommunity – it appears that while conceptually Australians can see links but evidence is notalways visible / tangible.
High performance sport makes a valuable contribution to Australia’s economy(66%)

We recommend that the National Sports Plan considers the development of a metric of sorts thatmeasures the grassroots flow on effect from high performance sport to community engagement. This
could be developed in conjunction with an appropriate university partners or economists, but could
become an ongoing measure, similar to a social capital measure, that determines levels of cohesion
and benefit to high performance sport.
•

If this measure (or similar) is already in place, we recommend the National Sports Plan puts
in place a Communication Strategy to educate and inform key target audiences of this metric,
and the positive impact for Australian communities.

•

Specific messaging around this could clearly demonstrate the economic value or flow oneffect in terms of participation.

Preventative health
Similarly, it is widely accepted that being ‘active’ has direct impact on health and mental wellbeing
however there continues to be a gap between beliefs and action.
Again there are opportunities to further engage and inspire Australians, business, institutions to view
‘being active’ as a long term goal and it is understood that there are statistics / analysis that candirectly demonstrate the link and benefits of physical activity.
•

This could include direct links to lower risks or benefits to individuals (ability to do xxx withchildren, family) to say workplaces (reduced absenteeism etc).

Given the public already has exposure to numerous health outcomes, should communications beused to engage the public or public institutions (workplaces, schools, educational institutions etc.)

Strategy, Research and Stakeholder Engagement57

messaging will need to be tested to be unique or strengthened to show direct impact and benefits
supported by participation strategies to enable intentions to be translated to action.
However, given there are already positive attitudes and beliefs around the role of physical activity
and sport in preventative health implications, behavioral solutions (tactical or initiatives to facilitate
participation) would be more impacting than further education in this area.
Integrity
Integrity is seen to be core to the value of sport in Australia however, selected events can tar theoverall reputation of Australian sport (particularly at a high performance level).


Not all are convinced that high performance athletes are positive role models (62%agreement) or that it has high integrity (60% agreement).

Importantly, the Government is seen to have a key role in protecting the integrity of sport (77%).
The Plan should consider the need to address this from a governance perspective seeing
Australians accept the Government’s role to intervene in issues of integrity in sport.
There is a role for taking a public stand on matters of sport integrity and addressing how and what is
expected of the athletes, management and organisations involved (from grassroots to highperformance (and high visibility) sporting organisations to health professionals) whether this be froma regulatory stance or even symbolically, and across the sporting levels from grassroots, schools tohigh performance competitive sport.
•

For example, can relevant parties and individuals take a ‘Pledge’ to commit to respect andintegrity of participation?

Given this research touched lightly on integrity, it will be beneficial to analyse other available
research (or further explore) this area to identify the key issues for public concern at all levels ofsport.

Strategy, Research and Stakeholder Engagement
58

APPENDIX A: ADDITIONAL TABLES
Table 12: Engagement with sport by demographics

Column %Health and fitness are an
important part of my life
Supports and watches sport(total)Watching / following sport is a big
part of my life
Sport is an important part of mylife
I am an avid follower ofcompetitive Australian sport
I actively follow / watch when
Australia competes internationallyin sport
Invests in watching sport (total)
I frequently attend live sports
matches / events
I invest time and money inwatching / following sport
I would like to do more sports
Rejects sport (total)
Sports clubs are NOT for people
like meI don’t really get why people areso into sports
Playing sports as part of a club is
too competitive

Total(n=3541)Male(n=1687)

Female(n=1854)

18-29(n=722)30-39(n=636)40-49(n=646)50+(n=1537)

Parent(<18
years)(n=1170)

CALD(n=544)LOTE(n=545)

Disability(n=853)

Recentmigrant(<5
years)(n=166)

62

63

61

59

62

60

64

60

70 ↑

68 ↑

53 ↓

72 ↑

57

68 ↑

47 ↓

60

58

56

56

61 ↑

61

65 ↑

51 ↓

66 ↑

39

51 ↑

27 ↓

42

42

38

36 ↓

44 ↑

39

43 ↑

32 ↓

45

38

50 ↑

27 ↓

46 ↑

43 ↑

38

32 ↓

47 ↑

43 ↑

48 ↑

27 ↓

53 ↑

37

49 ↑

26 ↓

38

41

37

36

42 ↑

34

41

33 ↓

41

44

53 ↑

36 ↓

42

44

44

45

48 ↑

47

50 ↑

41

49

32

40 ↑

24 ↓

42 ↑

40 ↑

31

23 ↓

41 ↑

34

42 ↑

24 ↓

45 ↑

22

28 ↑

16 ↓

33 ↑

29 ↑

21

14 ↓

30 ↑

25

32 ↑

15 ↓

41 ↑

27

34 ↑

20 ↓

35 ↑

34 ↑

28

19 ↓

36 ↑

29

36 ↑

20 ↓

37 ↑

38
45

42 ↑
41 ↓

33 ↓
48 ↑

52 ↑
47

49 ↑
44

38
44

25 ↓
44

51 ↑
43

45 ↑
52 ↑

51 ↑
54 ↑

31 ↓
51 ↑

64 ↑
48

33

29 ↓

36 ↑

34

32

30

34

30 ↓

39 ↑

39 ↑

40 ↑

36

20

21

19

26 ↑

21

21

16 ↓

22 ↑

21

26 ↑

23 ↑

26

27

26

28

30 ↑

27

27

24 ↓

28

31 ↑

34 ↑

29

34 ↑

Base: Total respondents (n=3541), Showing %Q13. What is your level of personal agreement with the following statements 7-10 (10=Strongly Agree)
A segmentation of the market

Strategy, Research and Stakeholder Engagement
59

Table 13: Watching / following sport by demographics

Column %Total(n=3541)Male(n=1687)

Female(n=1854)

18-29(n=722)30-39(n=636)40-49(n=646)50+(n=1537)

Parent(<18
years)(n=1170)

CALD(n=544)LOTE(n=545)

Disability(n=853)

Recentmigrant(<5
years)(n=166)

Watch sport
Watch sport weekly

48

61 ↑

35 ↓

45

50

46

50

67 ↑

51

46

49

45

Watch sport
fortnightly

58

70 ↑

46 ↓

57

59

57

59

77 ↑

62 ↑

56

59

54 ↓

Actively invest inspectator sport

32

40 ↑

24 ↓

42 ↑

40 ↑

31

23 ↓

58 ↑

41 ↑

34

42 ↑

24 ↓

I actively follow /watch when
Australia competes
internationally insport (7-10agreement)

44

53 ↑

36 ↓

42

44

44

45

65 ↑

48 ↑

47

50 ↑

41

Base: Total respondents (n=3541), Showing %*I frequently attend live sports matches / events + I invest time and money in watching / following sport
Q15B. How often would you watch or follow sports, whether it be on TV, at a live game etc? Q13. What is your level of
personal agreement with the following statements...?: I actively follow / watch when Australia competes internationally in
sport

Strategy, Research and Stakeholder Engagement
60Figure 37: Overall perceptions of being active and sport – level of agreement /disagreement
Disagree 0-3

Neither 4-6

Being active is good for mental health 1 1089

Being active keeps people physically fit and
1 10
healthy89

Being active helps to relieve stress 2 1287Sport and physical activities are important for a
2 13
child’s development

85

Sport is a great foundation to set up children with
2 13
healthy habits for life

85

Sport and physical activities are an important part2of a child’s education

15

82

Sport promotes social interaction and friendships 2 1484

Agree 7-10

Sport and physical activities provide people with a2sense of achievement and helps builds confidence

1682Sport brings people together and promotes a3
sense of belonging

16

81Sport and physical activities help to motivate
3
people and to create a sense of purpose

1880Sport helps instil a sense of pride in our
3communities

19

78

Many essential life skills are learned playing sport 4

22

75

Australian sport at a local /community level has
4high integrity

26

70

26

70

Sport and physical activities generates economic
benefits for Australia

4Sport and physical activities provide employment
and an income for individuals and their families

532

Base: Total respondents (n=3541), Showing % AgreeQ2. Please indicate your level of agreement with each statement…?

Strategy, Research and Stakeholder Engagement
61

62

Figure 38: Overall perceptions of high performance sport – level of agreement /disagreement
Disagree 0-3

Neither 4-6

Agree 7-10

Having Australia represented in sport
3
internationally instils pride in our country

18

78High performance sport contributes to Australia’s
3
national identity

1978High performance sport gives Australia positive
3
international exposure

20

77

Australia is respected on the international sporting
3
stage

22

75

High performance sport encourages participationin the sport itself

4

27

69

High performance sport brings communities
together

5

28

67

High performance sport makes a valuable
contribution to Australia’s economy

5

29

66

The facilities / infrastructure for high performancesports / events provide opportunities for…

6

29

64

Australia’s high performance athletes are positiverole models

8

30

62

Elite / high performance Australian sport has highintegrity

8

31

60

Base: Total respondents (n=3541), Showing % Agree
Q3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’ sport

Strategy, Research and Stakeholder Engagement
62

Table 14: Main types of physical activity / sport by demographics

Column %Non sport classified (total)
Walking (Recreational)
Fitness/Gym
Bush walking
Yoga
Pilates
Dancing (recreational)
Fishing (recreational)
Rock climbing/Abseiling/Caving
Sport classified activities (total)
Swimming
Cycling
Running/jogging/athletics
Tennis
Golf
Basketball
Australian football
Football/soccer
CricketBadminton
BoxingBowls
Rugby league
Canoeing/Kayaking
Mountain biking
Martial arts
Surfing
Netball
Other <1%
None of these

Total(n=3541)Male(n=1687)

Female(n=1854)

72
55
21
14
9
5
6
6
1
50
16
10
10
6
5
5
5
4
4
4
3
2
2
2
2
2
2
2
13
10

66 ↓
46 ↓
21
13
4↓
2↓
2↓
8↑
1
58 ↑
15
13 ↑
11 ↑
6
10 ↑
7↑
8↑
7↑
7↑
4
3
3↑
3↑
2
3↑
3↑
3↑
1↓
15 ↑
9

77 ↑
63 ↑
21
14
13 ↑
8↑
9↑
4↓
1
43 ↓
18
7↓
8↓
6
1↓
3↓
2↓
2↓
2↓
3
3
2↓
1↓
2
1↓
1↓
1↓
3↑
11 ↓
11

18-29 (n=722) 30-39 (n=636) 40-49 (n=646) 50+ (n=1537)
67 ↓
43 ↓
29 ↑
18 ↑
14 ↑
7↑
6
6
2↑
67 ↑
17
9
15 ↑
9↑
4
13 ↑
11 ↑
10 ↑
8↑
7↑
6↑
3
5↑
4↑
3
4↑
3
5↑
15
8

Strategy, Research and Stakeholder Engagement
63

70
46 ↓
27 ↑
13
13 ↑
5
7
5
1
60 ↑
15
12
16 ↑
7
4
7↑
7↑
6
7↑
7↑
6↑
1↓
4↑
1
2
3
2
2
12
8

73
55
21
15
7
4
6
5
1
53
18
13 ↑
13 ↑
5
6
3↓
4
4
4
3
2
1
3
2
3↑
2
2
2
11
9

74 ↑
64 ↑
14 ↓
11 ↓
5↓
4↓
4↓
6
0↓
37 ↓
16
9
3↓
4↓
7↑
1↓
1↓
1↓
1↓
1↓
0↓
3
0↓
2
1↓
1↓
1↓
0↓
13
13 ↑

Parent (<18years)(n=1170)
70
50 ↓
23
14
12 ↑
6↑
6
6
1
62 ↑
17
12 ↑
14 ↑
7
5
8↑
8↑
6↑
7↑
6↑
5↑
2
5↑
2
3
3↑
2
3↑
12
7↓

Column %Non sport classified (total)
Walking (Recreational)
Fitness/Gym
Bush walking
Yoga
Pilates
Dancing (recreational)
Fishing (recreational)
Rock climbing/Abseiling/Caving
Sport classified activities (total)
Swimming
Cycling
Running/jogging/athletics
Tennis
Golf
Basketball
Australian football
Football/soccer
CricketBadminton
BoxingBowls
Rugby league
Canoeing/Kayaking
Mountain biking
Martial arts
Surfing
Netball
Other <1%
None of these

Total(n=3541)

CALD(n=544)

72
55
21
14
9
5
6
6
1
50
16
10
10
6
5
5
5
4
4
4
3
2
2
2
2
2
2
2
13
10

69
46 ↓
23
14
14 ↑
4
8↑
4
1
56 ↑
19
13 ↑
13 ↑
10 ↑
3↓
9↑
5
6↑
10 ↑
11 ↑
4
2
2
1
2
2
1
1
13
8

Recentmigrant (<5years)(n=166)
71
42 ↓
28
16
20 ↑
5
11 ↑
5
1
65 ↑
14
14
16 ↑
12 ↑
2
13 ↑
8
8
18 ↑
17 ↑
6↑
1
3
1
4
1
1
1
11
3↓

ATSI
(n=118)Disability(n=853)<$31.2K(n=623)$31.2K<$78K(n=1152)

$78K<
$156K
(n=961)$156K ormore
(n=308)

57 ↓
28 ↓
18
15
12
9
10
9
4↑
75 ↑
25 ↑
13
9
7
10
13 ↑
14 ↑
8
16 ↑
11 ↑
9↑
8↑
12 ↑
4
8↑
5↑
3
3
22 ↑
7

69
58
14 ↓
13
6↓
4
5
8↑
1
36 ↓
17
8↓
4↓
2↓
5
2↓
2↓
2↓
2↓
2↓
1↓
2
2
2
2
1
1
1
14
17 ↑

67 ↓
52
14 ↓
11
8
4
7
8↑
1
40 ↓
14
7↓
6↓
4
3↓
6
5
4
4
3
3
3
2
2
3
2
1
1
14
14 ↑

71
55
18 ↓
16
8
5
5
6
1
49
14 ↓
10
7↓
5
5
4
5
4
5
4
4
3
3
2
2
2
2
2
13
11

76 ↑
58
26 ↑
15
10
5
5
5
1
56 ↑
19 ↑
12
13 ↑
8↑
7↑
4
4
5
3
4
3
2
2
2
2
3
2
2
13
6↓

71
48 ↓
34 ↑
12
7
5
4
5
2
64 ↑
19
15 ↑
16 ↑
7
8
8↑
8↑
7↑
8↑
3
3
2
2
3
4↑
2
4↑
3
12
5↓

Base: Total respondents (n=3541), Showing %Q10. Which are the main physical activities or sports that you do?

Strategy, Research and Stakeholder Engagement
64

APPENDIX B: QUESTIONNAIRE
UNDERSTANDING COMMUNITY PERCEPTIONS TO SPORT –
2017



15 MINUTE ONLINE SURVEY WITH NATIONALLY REPRESENTATIVE SAMPLE OF
AUSTRALIANS AGED 18 YEARS AND ABOVEQUOTAS ON AGE, GENDER AND LOCATION

N=3500INTRODUCTION. FIRST SCREEN SHOWNOn behalf of the Australian Government, Essence Communications is conducting a survey to findout about attitudes towards Sport and physical activities.
The information you provide will help inform the Australian Government’s involvement and support
for sport in Australia. The survey will take approximately 15 minutes to complete, depending on youranswers.
A progress bar will appear in the screen to show how far you are through the survey.
Essence Communications is an independent market research firm conducting research on behalf of
the Australian Government. We adhere to the market research principles set by the AustralianMarket and Social Research Society and we abide by the principles of the Privacy Act 1988.
The information and opinions you provide will be used only for research purposes. The results will
only be used once combined with the answers of others. Your individual responses will beanonymous.
Thanks for your time and if you are ready to start the survey, please click on the button below.
INSTRUCTION SCREEN – SECOND SCREEN SHOWN:
Before we start, just a few simple instructions on completing this survey:
Instructions for each question will appear on screen. Most questions simply ask you to click in theappropriate box, or boxes corresponding to your answer.
After answering each question, a button at the bottom of the screen will take you to the nextquestion.
Please consider your answers carefully; you cannot go back during the survey. Please DO NOT use
the ‘back’ button on your internet browser.
Please stay in the survey until you are finished, do not switch between windows.
Please note that the survey closes at midnight on Monday 3 July 2017.

Strategy, Research and Stakeholder Engagement
65

SCREENER
Firstly a few questions to help us understand who we are speaking to…
S 1. Are you...?
Please select one response
Male
FemaleOther

S 2. What is your age?
Please type your age in years
NUMERICAL TEXT BOX
DP TO TERMINATE IF <18 YEARS
S 3. Where do you live?
Please select one response
SydneyOther NSW
Melbourne
Other VIC
Brisbane
Other QLD
ACT
Adelaide
Other SA
PerthOther WA
DarwinOther NT
HobartOther TAS
Strategy, Research and Stakeholder Engagement
66Outside Australia

TERMINATE

S 4. Do you have any children who live with you...?
Please select one response only.

Yes at least one under 5
years of age
Yes at least one between theages of 5-12 years

PARENTYes at least one between theages of 13-17 years

PARENT

Yes, all over the ages 18
years
No(NOTE TO DP TO CLASSIFY PARENTS AS 5-17 YEARS)CHECK QUOTAS (age, gender, location)
IF QUOTAS FULL: Thank you, however we have filled the quotas for people of your description.
Thanks and have a good day.

MAIN SURVEY
SPORT - WHAT IS IT?
ASK ALL
Q 1. Thinking about sport in Australia, what comes to mind?
What do you associate with sport? What it means to Australians, to Australia ...?
Please type your response in the boxes below.
You will need to provide at least one response in the first box to continue.
DP TO PROVIDE 5 BOXES.
Strategy, Research and Stakeholder Engagement67

CURRENT PERCEPTIONS OF SPORT / BENEFITSASK ALL
Q 2. “Thinking now about any physical activity done specifically for the purposes of sport,
exercise or recreation… please indicate your level of agreement with each statement.


By sport we mean any sport-related activities, for example, team sports (basketball, football,
Australian football, cricket, netball, etc.), athletics (including running and jogging), swimming,
cycling, golf, etc.
By exercise we mean anything you do for fitness such as going to the gym, doing aworkout/fitness activities.
By recreation we mean anything you do for fun in your spare time which is physically active
such as dancing or going for a bush walk.
Please select one response per statement.
ROTATE

0–
Strongly
Disagree

5
Neither

Being
activekeeps
people physically fit andhealthy
Being active is good formental healthBeing active helps torelieve stress
Many essential life skills
are learned playing sportSportbringspeopletogether and promotes asense of belonging
Sport helps instil a sense
of
pride
in
our
communities
Sport and physicalactivities
help
tomotivate people and tocreate a sense of
purposeSport and physicalactivities provide people
with
a
sense
of
achievement and helps

Strategy, Research and Stakeholder Engagement
68

10–StronglyAgreebuilds confidenceSport and physicalactivities
provideemployment
andanincome for individuals
and their families
Sport and physicalactivities
generates
economic benefits forAustralia
Sport and physicalactivities
areanimportant part of a child’s
education
Sport promotesinteraction
friendshipssocialandSport and physicalactivities are important
for a child’s development
Sport
is
a
great
foundation to set up
children with healthy
habits for life
Australian sport at a local/community level has
high integrity

CURRENT PERCEPTIONS OF HIGH PERFORMANCE SPORT /BENEFITSASK ALL
Q 3. To what extent do you agree with the following statements about ‘high performance’ or ‘elite’
sport?



By this we mean elite athletes or sports people who represent their country at the highest level in
their sport
Please select one response per statement.

Strategy, Research and Stakeholder Engagement
69

ROTATE

0–
Strongly
Disagree

5
NeitherHigh performance sport
bringscommunities
togetherHigh performance sportencourages participationin the sport itself
HavingAustralia
represented in sportinternationallyinstils
pride in our country
High performance sport
contributes to Australia’s
national identity
High performance sport
gives Australia positive
international exposure
Australia’s
highperformance athletes are
positive role models
The
facilities/
infrastructure for highperformance sports /eventsprovideopportunities (facilities,
sporting grounds etc) for
everyday Australians toparticipate in community
sportsHigh performance sport
makesavaluable
contribution to Australia’s
economyElite / high performance
Australian sport has highintegrity
Australia is respected on
the international sporting
stage

Strategy, Research and Stakeholder Engagement70

10–Strongly
AgreeStrategy, Research and Stakeholder Engagement71

CURRENT VALUE JUDGEMENTSASK ALL
Q 4. What is your level of agreement with the following statements...?


By sport we mean any sport-related activities, for example, team sports (basketball, football,
Australian football, cricket, netball, etc.), athletics (including running and jogging), swimming,
cycling, golf, etc.
By exercise we mean anything you do for fitness such as going to the gym, doing aworkout/fitness activities.
By recreation we mean anything you do for fun in your spare time which is physically active
such as dancing or going for a bush walk.

Please select one response per statement.
DO NOT ROTATE

0–
Strongly
Disagree

5
Neither

10–Strongly
Agree

It is important for adults
to participate in physicalactivityforsport,
exercise or recreation10

It is important for adults
to participate in sport

5

DP TO SPACE OUT
THESE STATEMENTS
It is important for children
and youth to participate
in physical activity for
sport,
exerciseorrecreation10

It is important for children
and youth to participate
in sport

7

Strategy, Research and Stakeholder Engagement
72

CAROUSEL STYLE QUESTIONASK ALL
Q 5. Here are some more statements about investment and support for sport inAustralia. How important do you think each of the following are?
Please select one response per statement.
ROTATENot at allimportant
-0

...

...

5
NeitherThatschools
providesporting opportunities forchildrenThattheGovernment
supports local community
sport
That
the
Government
encourages Australians tobe activeThat
theGovernment
encourages individuals toparticipate in sport
That
the
Government
invests in the developmentof
highperformanceathletes and sport inAustralia
That
the
Government
investsinhosting
international
sporting
eventsThat the Government has a
key role in protecting the
integrity of sportThat Australia performs wellat international sporting
eventsThat high performanceathletes are positive rolemodels both on and off the
field
That the Government invests
in attracting and securing

Strategy, Research and Stakeholder Engagement
73

...

...

Extremely
important- 10

international sporting events
That
elite
/
high
performance
Australiansport has high integrity
That Australia is respectedon the international sporting
stage
That
the
facilities/
infrastructure built for highperformance sports / eventsare made available foreveryday Australians toparticipate in community
sportsThat Australian sport is wellprotected from integrity threatssuch as doping, illegal betting
and match fixing

ASK ALL
Q 6. If you thought high performance / elite level sport in Australia lacked integrity, how do you think
it would change how you engaged with sport?
Please select up to three responses.
RANDOMISE
Wouldn’t watch it
Wouldn’t want to participate / do that sport
Would no longer want my children to participate / do that sport PARENT ONLY
Would lose respect for the game
Would expect the Government to step in
Would stop following that sport
Would prefer to support a more respectable sport / one with integrity
Would make no difference
Other (specify)
Not sure

Strategy, Research and Stakeholder Engagement
74

ASK ALL
Q 7. Thinking about when Australia competes internationally (like the Olympics, Paralympics), which
best describes how you feel about Australia’s performance?
Please select one response only

ROTATE
Australia should be at least in the top five ofcompeting countries
Australia should be at least in the top 10
countries
Australia should be at least in the top 20
countries
I don’t really care where Australia performs incomparison to other countries, as long as we
do reasonably well (i.e. get some medals)
I don’t have any expectations for how Australia
performs
Other (specify)
Don’t know

SK ALLQ 8. When it comes to funding or investment in sport, do you think that the Australian Government isspending...?
Please select one response only
Too little

1

Go to 9bLess than it should

2

Go to 9b

Sufficiently

3

Go to 9b

Too much

4

Go to 9b

Not sure9

ASK IF Q8=1-4
Q8b. Why do you say that?
OPEN-ENDED

Strategy, Research and Stakeholder Engagement75

Strategy, Research and Stakeholder Engagement
76

PERSONAL ATTITUDES AND PARTICIPATION IN SPORTS

ASK ALL
Q 9. How often do you participate in physical activities like sport, exercise or recreation?


By sport we mean any sport-related activities, for example, team sports (basketball, football,
Australian football, cricket, netball, etc.), athletics (including running and jogging), swimming,
cycling, golf, etc.



By exercise we mean anything you do for fitness such as going to the gym, doing a workout/fitness
activities.
By recreation we mean anything you do for fun in your spare time which is physically active such as
dancing or going for a bush walk.”

Please select one response only
At least 7 times a week or more

DOES PA

5-6 times a week
3-4 times a week
1-2 times a week
Once every two weeks
Once every month
Once every few months
Less often
I don’t exercise
ASK ALL
Q 10. . Which are the main physical activities or sports that you do?
Please select all that apply,

Australian football

HAS MAINPA OR SPORT

Badminton
Basketball
Bowls
BoxingBush walking
Strategy, Research and Stakeholder Engagement77Canoeing/Kayaking
CricketCycling
Dancing (recreational)
EquestrianFishing (recreational)
Fitness/Gym
Football/soccer
Golf
HockeyMartial arts
Motor cycling
Mountain biking
Netball
Pilates
Rock climbing/Abseiling/Caving
Rugby league
Rugby union
Running/jogging/athletics
Ski & snowboard
Surfing
Swimming
TennisTouch football
Volleyball (indoor and outdoor)
Walking (Recreational)
Yoga

Strategy, Research and Stakeholder Engagement
78

Other (specify)
None of these

ASK ALL ’DOES PA’ OR ‘HAS MAIN PA/SPORT’
Q 11. Would you say that your participation in sport / physical activity...?
Makes a significantly positive contribution to yourlife
Makes a positive contribution to your life
Makes little contribution to your life
Has a negative contribution to your life
Can’t say

ASK ALL
Q 12. In the last 12 months, did you participate in any sport or physical activities, aspart of a Sports club or association that required payment of fees, membership or
registration?

Note that this does not include fitness, leisure or indoor sports centres that required
payment for participation, or physical activity courses from commercial entities.

Yes (participated in club sport in last 12 months)
No

Q 13. Below are some things that people have said about sport and physicalrecreation, as well as sports clubs. What is your level of personal agreement with thefollowing statements...?
Please select one per statement.
ROTATE

Strongly
disagree
-0

1

2

3

4

5

6

Strategy, Research and Stakeholder Engagement
79

7

8

9

Strongly agree - 10

Sports clubs are NOT for
people like me
I don’t really get why
people are so into sports

1

2

3

4

5

6

7

8

9

10

Playing sports as part of aclub is too competitive

1

2

3

4

5

6

7

8

9

10

I would like to do more
sports

1

2

3

4

5

6

7

8

9

10

Watching / following
sport is a big part of mylife
Sport is an importantpart of my life
Health and fitness are
an important part of mylife
I am an avid follower ofcompetitive Australiansport
I actively follow / watch
when
Australia
competesinternationally in sport
I frequently attend live
sportsmatches/
events
I invest time andmoney in watching /following sport

Strategy, Research and Stakeholder Engagement
80ASK ALL

Q13b.
What would you consider your main hobbies or interests that you regularly
do/participate in outside of work/school/university?
Please select up to five responses.
ROTATE
Playing / participating / training in sport or physicalactivity
Attending sporting events/Watching sporting events on
TV
Computer / video / mobile games
Socialising with friends
Socialising with family
Surfing the net / Using social media (e.g. Facebook,
You tube)
School volunteer/Volunteer charity work
Playing music/singing/Listening to music
Watching TV / Films
Going to the movies
Reading
ActingAttending theatre and musical events
Painting/drawing/arts and crafts
Gardening
Cooking
Dining out
Other (specify)
None of these

MOVED UP
Strategy, Research and Stakeholder Engagement
81ASK ALL
Q 15b. How often would you watch or follow sports, whether it be on TV, at a live game etc?
Please select one response only
Every dayAt least once a week
At least once every fortnightAt least once a month
At least once a quarter
At least once every 6 months
Less than every 6 months
I don’t watch of follow sports

IF PARENT
Q 14. Do your children who are aged between 5-17 years do any organised sport, exercise orrecreation outside of school hours? By organised, we mean activities that were arranged by a club,
association, school or other type of organization.
Yes, all my children aged between 5-17 years

1

Yes, some of my children aged between 5-17 years

2

No, none of them3

IF PARENT

Q15. Of your child / children aged between 5-17 years, what would you consider are yourchild's/children's main hobbies / interests or other activities that they regularly do/participate inoutside of school?
Please select up to five responses.
ROTATE
Playing / participating / training in sport or physical activity
Attending sporting events/Watching sporting events on

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82

TV
Painting/drawing/Arts and crafts
Computer / video / mobile games
Socialising with friends
Socialising with family
Surfing the net/Using social media (e.g. Facebook, You
tube)
Playing a musical instrument/Singing/Listening to music
Watching TV, DVD’s / Video’s
Going to the movies
Reading
Drama/Acting
Attending theatre and musical events
Homework and other study
Other (specify)
None of theseMoved q15 UP

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83

NEEDS AND MESSAGE TESTINGASK ALL
Q 16. Thinking about your experience doing sport / physical activities, what do you
think are the most important things to improve how sport is delivered at a community
level?
OPEN ENDEDASK ALL
Q 17. What do you think are the 5 most important reasons why Australia should
invest in hosting international sporting events held in Australia?
Hosting international sporting events...
Please select up to five reasons
RANDOMISE

Puts Australia on the international sporting map
Brings tourism to Australia
Creates economic
attendance

benefits

resultingfrom

Encourages development of sports infrastructure(e.g. stadiums and training facilities)
Helps local Australian athletes to compete andachieve
Encourages local and community involvement(workforce, volunteers, supporters, participants,
spectators)
Gives Australians access to world events
Helps bring Australians together
Helps inspire Australians to participate in sport
Helps build national pride and identity
Showcases how capable Australia is
Brings Australians together with people from othernations
Demonstrates how important sport is to Australia
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84

Promotes the sport
Promotes Australia
Other (specify)
None of these

FURTHER PROFILING
And finally a few questions to help us understand your responses.
ASK ALL
Q 18. Do any of the following describe you…?
Please select all that apply
ROTATEWork or volunteer with a national sporting organisation
Work or volunteer with a state sporting organisation
Work or volunteer with a local sporting club / organisation
Work or volunteer in any other sports related activities or events
Other sports related (specify)
None of these

These next few questions are now about you, to make sure that we are speaking to a good crosssection of people. Your answers will of course be treated in the strictest of confidence.

ASK ALL
Q 19. What is the postcode of the suburb/area where you live?
Please type in your postcode

ASK ALL
Q 20. What is the highest educational qualification you have completed?
University degree or higher (including postgraduate diploma)

Strategy, Research and Stakeholder Engagement85Undergraduate diploma or associate diploma
Certificate, trade qualification or apprenticeshipYear 12
Year 10-11
Year 9 or below
Never went to school
Still at secondary school
Other (please specify)
Don’t know

ASK ALL

Q 21. Which of the following best describes your personal working situation?
Employed full-time
Employed part-time
Employed – variable or casual hours
Unemployed
Retired or on a pension
A full-time student
Engaged in home duties
Other (specify)

We are now going to ask some questions which may be sensitive. (These include questions on
cultural background, disability, sexual orientation and income.)
ASK ALL
Q 22. Are you of Aboriginal or Torres Strait Islander origin?

Please select one response
Yes

Strategy, Research and Stakeholder Engagement86

No

ASK ALL
Q 23. In which country were you born?

Please select one response
FOR QUOTAS

Australia
Bosnia and Herzegovina

CALD

Cambodia

CALD

CanadaChina

CALD

Croatia

CALD

Egypt

CALD

Fiji

CALD

FranceCALD

Germany

CALD

GreeceCALD

Hong Kong

CALD

India

CALD

Indonesia

CALD

Iran

CALD

Iraq

CALD

Italy

CALD

Japan

CALD

LebanonCALD

Macedonia

CALD

Malaysia

CALD

Malta

CALD

Netherlands

CALD

New ZealandPakistan

CALD

Papua New Guinea

CALD

Philippines

CALD
Strategy, Research and Stakeholder Engagement

87PolandCALD

Republic of Ireland
Romania

CALD

Serbia Montenegro

CALD

Singapore

CALD

South Africa

CALD

South Korea

CALD

Sri Lanka

CALD

TaiwanCALD

ThailandCALD

TurkeyCALD

United Kingdom
United States
Vietnam

CALD

ZimbabweCALD

Other country where a language otherthan English is the main language(specify)

CALD

Other country where English is themain language (specify)

ASK ALL
Q 24. Do you speak a language other than English at home?

Please select one response
Yes

1

No

2

Prefer not to say

98

Don’t know

99

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88

LOTE

ASK LOTE
Q 25. What languages other than English do you speak at home?

Please select all that apply
Italian

2

Greek

3

Cantonese
4
Mandarin

5

Arabic6Vietnamese

7

German8

Spanish9

Tagalog (Filipino)

10

Hindi

11

Macedonian

12

Croatian

13

Korean14

Turkish15

Polish16

Other (specify)

96

Prefer not to say

98

Don’t know

99

IF NOT BORN IN AUSTRALIA (Q 23. In which country were you born?)
Q 26. How long have you lived in Australia?

Strategy, Research and Stakeholder Engagement891. 5 years or less
2. 6-10 years
3. More than 10 years

Q 27. Do you currently have a disability or physical condition that restricts your life in some way
which is likely to (or has lasted) 6 months or more?
1. Yes
2. No
3. Don’t know

Q 28. The results from the next question will assist Government in making sport as inclusive as
possible, for all Australians. Which best describes you?
Please select one response only.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Heterosexual or straight
Gay or lesbian
Bisexual
Transgender
Transsexual
Intersex
Other
Not sure
Prefer not to say

Q 29. Which best describes your household / living situation?
Please select one response only.
1.
2.
3.
4.
5.
6.
7.

Couple with children
Couple without children
Single with children
Single without children
Sharing with other adults
Living with parents
Other (specify)

Q
30.
What
is
your
approximate
HOUSEHOLD
income?
(This includes income from wages and salaries, government benefits, pensions, allowances and anyother income you usually receive, before deductions for tax, superannuation contributions, healthinsurance, amounts salary sacrificed, or any other automatic deductions.)
1.
2.
3.
4.

$1-$199 per week
$200-$299 per week
$300-$399 per week
$400-$599 per week($1-$10,399 per year)($10,400-$15,599 per year)($15,600-$20,799 per year)($20,800-$31,199 per year)

Strategy, Research and Stakeholder Engagement905. $600-$799 per week
6. $800-$999 per week
7. $1,000-$1,249 per week
8. $1,250-$1,499 per week
9. $1,500-$1,999 per week
10. $2,000 $2,499 per week
11. $2,500-$2,999 per week
12. $3,000-$3,499 per week
13. $3,500-$3,999 per week
14. $4,000-$4,999 per week
15. $5,000 or more per week
16. Negative income
17. Nil income
18. Prefer not to answer($31,200-$41,599 per year)($41,600-$51,999 per year)($52,000-$64,999 per year)($65,000-$77,999 per year)($78,000-$103,999 per year)($104,000-$129,999 per year)($130,000-$155,999 per year)($156,000-$181,999 per year)($182,000-$207,999 per year)($208,000-$259,999 per year)($260,000 or more per year)

That is the end of the survey. Thank you very much for your time. Your responses will help informfuture planning and support for sport in Australia.

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