By Grant Jarvie, Paul Widdop and Jake Barrett
The evidence below has resulted from our 2022 Scottish Women’s National Football Team Fan Survey. The purpose of the research has been: (i) to offer observations and findings on the current Scottish football landscape for women and (ii) to contribute to the closing of the data gap that exists between men and women’s football in Scotland. The work has contributed to the seventh in a series of data driven reports from the University of Edinburgh about Scottish football and its users. Previous reports have helped clubs including Aberdeen, Heart of Midlothian, Hibernian, and Motherwell understand their fan base including the local and international reach of the clubs. The evidence collected also helped to inform the DCMS 2023 inquiry into women and girls’ football in the UK.
The work has contributed to the seventh in a series of data driven reports from the University of Edinburgh about Scottish football and its users. Previous reports have helped clubs including Aberdeen, Heart of Midlothian, Hibernian, and Motherwell understand their fan base including the local and international reach of the clubs. The evidence collected also helped to inform the DCMS 2023 inquiry into women and girls’ football in the UK.
Participant Information: Who are the Fans?
- 51% of respondents were male; 48% female and 1% preferred not to say.
- 31% of respondents were between 41-50 years; 22% 51-60.
- 81 of respondents were straight or heterosexual; 13% gay or lesbian and 5% bisexual.
- 75% of respondents held a college, university, or post-graduate degree; 10% held secondary level or lower qualifications.
- 32% of respondents held professional occupations, 24% supervisory positions and the majority reported a household income of above 20k.
Relationship between SWNT and Fans
- The main reported reason for becoming a supporter was nationality (61%), followed by family reasons (7%) and as a result of playing the game (6%).
- When asked about the importance of winning 22% reported loyalty and support for the team as more important than winning; 50% believed that socialising future generations of supporters was more important than winning while 49% reported experiences with family and friends as more important than winning.
- 45% of respondents attended their first match when they were between 40 and 60 years old.46% attended with family members and a further 33% with family and friends.
- 61% strongly agreed that nothing can beat the match experience.
- 79% agreed that the national team had an important role to play in the community.
- 43% agreed or strongly agreed that the national team was more important than their club side.
- 40% strongly agreed that football was an important part of family life.
Matchday Attendance
- 38% attend 3-4 international games a year; 43% 1-2 games; 83% don’t attend away games.
- When asked what motivates you to attend live football the main motivation was the atmosphere (28%) followed by loyalty to the team (25%), socialising (17%), Hampden hospitality (less than 2%) and a business opportunity (less than 1%).
- The major factor influencing the decision to attend a game was family commitments (61%). The cost of attending was not considered a huge influence nor was the cost of travelling to the game.
- Other major influences were timing of the match (47%), the level of the game in question (30%) and ticket availability (22%).
- The main reasons for not attending the game were distance to travel (32%).
- 72% reported that clear communication of fixtures was an extremely important factor when purchasing a ticket. Location of seating in the stadium was also important (over 69%).
- 40% of respondents got ticketing information from the SFA website.
- 62% of supporters travel to the match by car.
Matchday Experience
- The top five factors in creating a very and extremely positive matchday experience are stadium atmosphere, safety, stadium facilities, ease of ticket purchasing and quality of food and drink.
- 82% reported a value of 7 out of 10 (10 being the best) for the matchday experience.
- 54% of fans arrived 30 minutes before kick-off, 39% 1 hour before kick-off and 8% at kick-off time.
- 47% go straight inside the stadium, 24% purchase beverages, 12% go to a local pub, 3% visit the fanzone.
- When asked what would encourage earlier arrival at the game 13% reported access to fanzone, 11% purchasing alcohol, 10% hospitality and 9% visiting the Scottish Football Museum.
- 80% report that creating a positive stadium atmosphere is very/extremely important. Stadium facilities and safety are priorities. 61% reported that the quality of food was very or extremely important.
- 53% reported never hearing abusive language or aggressive behaviour with a further 32% only occasionally witnessing it.
- 82% of fans felt safe watching an SWNT international at Hampden.
- 78% of respondents agreed that feeling a sense of belonging to their countries national football team mattered a lot to them.
- 75% reported an inclusive, accessible, enjoyable matchday experience.
Communication and Broadcasting
- The top 5 extremely useful sources of information for fans were receiving emails from the SFA, the official SFA website, SFA twitter, and SFA Facebook.
- 67% reported that they use SFA online/social media outlets.
- Popular content searched for online included team line ups (76%), team and player statistics (46%) and match previews.
- Mobile phone, twitter, facebook and Instagram accounts were reported to be a accessed during the game and at half-time.
- 50% reported that watching the SWNT on television gives them a chance to watch when they cannot attend. 40% reported that the liked the coverage and exposure of SWNT on television.
Geography and Identity
- 73% identified that SWNT was very or extremely important. 86% thought it was very or extremely important for Scotland.
- When thinking about Hampden 46% agreed that Hampden was an important part of them. 60% agreed that it was very special to them.
- Thinking about Scotland 73% disagreed with the statement that they have no particular love for the place. 84% rejected the idea that they sometimes feel they don’t belong to Scotland.
- 70% agreed that they identified with the physical landscape of Scotland.
- 31% agreed that they would be willing to make a greater financial contribution to making Scotland a better place.
Sentiment
- Specific games and initiatives are driving social media conversations rather than fan networks being self-sustaining.
- A large viewership is not around international matches and has still to be optimised in terms an engaged online audience.
The SFA social return on investment study reported that women make up 11% of the Scottish population playing football. The same report noted the increased participation and demand for football by women and girls in Scotland.
The SFA Accelerate Our Game Strategy 2021-2025 recognises that women’s football is the biggest growth area in our national game. The national aim is to increase participation and have more than 25,000 registered players by 2025.
Grant Jarvie, Paul Widdop and Jake Barrett
University of Edinburgh
(Scottish Football Association National Fan Engagement Survey carried out by University of Edinburgh 2022/23)
