Hockey Australia Survey Report 2022

Abstract

Hockey Australia conducted their 2022 National membership survey. The SPRINTER group at the University of Sydney were engaged to analyse responses and help to inform strategic decisions within Hockey Australia that aim to achieve the organisations strategic directions; increase initiation and retention within the Hockey community. • In 2022, growth in Hockey Australia memberships was observed, from 93,923 members in 2021 to 95,798 members in 2022. • Hockey is successfully engaging new and re-engaging lapsed members, with 27,237 (28%) of their members new in 2022. • More than one in four hockey members (n=25,362; 27%) members who participated in 2021 but did not return for the 2022 hockey season. Retention was lowest for members aged 0-6 years and 18-25 years, females, Aboriginal and/or Torres Strait Islanders, and members living in regional and remote areas. Continue recruiting new members, but also develop and implement evidence-based strategies to increase retention in members aged 18-25 years, females, Aboriginal and/or Torres Strait Islanders, and members living in regional and remote areas. • Excellent survey response from members, providing confidence in the findings and these findings are likely to represent the broader Hockey community. However, response rates are lower than 2021 (Returning members ↓5.8%, new members ↓5.4%, and lost members ↓2.1%). Taking time to thank participants, feedback results and articulate how Hockey Australia have listened to the insights will promote long term engagement with the annual survey • Overall, members are satisfied with their hockey experience. Since 2020, returning member satisfaction has increased and remained high during 2021 and 2020. In 2022, 89% of returning members and 56% of lost members were satisfied with their hockey experience. • Fun was the overwhelming motivator for new, returning, and lost members. Prioritising having fun within the hockey community culture, for players and non-players, is essential to keep members engaged. • New members reported that improving skills was more important for them. Providing skill development opportunities should be prioritised among new members, 0–17-year olds, and Aboriginal and/or Torres Strait Islander members. • Maintaining opportunities for playing competitively is more important for returning members, males, and members living in major cities. • Providing opportunities to socialise at hockey is more important for older members (55+ years), Aboriginal and/or Torres Strait Islander members, and members living in the most 3 disadvantaged areas. It is important to identify the target audience for specific hockey programs and strategically design programs that align with their motivations and meets their needs. • Top reasons for lost members not returning included other, medical, injury, age, cost, and no time. The membership survey should allow members to provide more details on these ‘other’ reasons. • For groups with the highest risk of being not returning, the top reason for 0-6 years was starting another sport, for 18-25 years was no time, for females was medical, specifically injury, and for members living in regional and remote areas was medical, specifically injury. Research recommends that children aged 0-12 should be encouraged to try multiple sports and avoid specialisation in one sport. Strategies to improve retention should be targeted towards members 12 years and above. Injury prevention and management information could be integrated into routine hockey communication. Members need a clear understanding of the factors that increase the risk of injury, and how to effectively manage injuries that do occur. • Top strategies to encourage more people to engage with hockey were reducing the cost for returning and lost members, and nothing for new members. • ‘Other’ strategies revolved around engaging young children in the school environment. Continue and increase promotion through schools – i.e., Hockey school roadshows and Sporting School programs. • Word of mouth is the most effective way to get new people to engage with hockey, with two thirds of new members hearing about hockey from friends and family. Create innovative approaches to encourage current members to invite friends and family to engage with hockey. For example, Hockey could encourage existing members to post about their hockey experiences on social media. • The quality of registration data has improved, and this is the first-year survey data analysis could be done for members with a disability and members who identified as Aboriginal. Continue the high-quality evaluation and making it ‘the hockey way’ is encouraged for future strategy and program development