Attitude is the key for positive experience according to supporters
The attitude of football club staff and volunteers is the most important factor in creating a positive match day experience, according to a survey of supporters in the Toolstation Western League.
The fan survey, undertaken by Bath-based Cognisant Research at the end of the 2021/22 season, was commissioned by the Western League Board to understand more about the supporters’ match day experience and how they access information about their club.
The research is intended to help the league improve the match day experience, as well as encouraging more supporters into clubs in the future.
Working with the league, Cognisant Research produced an online survey that ran between May 25-June 8, achieving 314 completed responses. Unsurprisingly, the respondents were overwhelmingly male, with just over 70 per cent aged 45 and over. These supporters were also very loyal, with just over 60 per cent watching 16 games or more, last season.
In terms of the match day experience, just over three quarters of supporters rated their club as either good or very good. This is a welldeserved pat on the back for club volunteers who’ve struggled with two seasons that couldn’t be completed, not to mention the challenge of making their grounds and clubhouses Covid safe.
However, that doesn’t mean there isn’t room for improvement, with over 80 per cent of supporters highlighting the important contribution club officials can make in delivering a positive match day experience to fans. Given the current cost of living crisis, clubs should take comfort that over two thirds of the fans replying to the survey said the cost of a ticket was not an important factor in influencing their decision to attend a game.
The availability of parking and good quality food and drink were also highly rated by fans, sending a message to clubs that it was the quality of food and drink rather than price that was most important to them. Match programmes were also considered in the research, with over two thirds of fans indicating that they are still interested in buying a paper version.
The survey also asked fans about where they looked for information about their club and social media topped the poll at 86 per cent. However, what is more surprising is that club websites were also heavily identified, with 71 per cent of fans still referring back to their club websites for match reports, fixtures and statistical information about their club.
While there is much for Western League Clubs to celebrate in these results, there is always room for improvement, particularly when it comes to appealing to a new generation of supporters. Younger supporters in particular identified Western League matches as an opportunity to socialise with friends and family.
The fact that so few women appear to follow the league highlights an opportunity for clubs to target the family market, encouraging younger men and women into clubs with the offer of a far more affordable match day experience than they would find following a professional club.
A presentation of the research results can be found on the Toolstation Western League website http://toolstationleague.com/
ELSEWHERE, pre-season friendlies have continued among the lower leagues. Larkhall Athletic welcomed a Chippenham Town XI to the Securitas Stadium on Friday night. After Chippenham took a 2-0 lead, goals from Harley Prior and Max Williams earned the Larks a draw. They now face Folland Sports on Saturday in the extra preliminary round of the FA Cup.
Larkhall have also unveiled a raft of signings ahead of the season start. Forward Harry Brock joins midfielders Jack Sheppard, Brandon Benjamin, defenders James Payton, Jack Kelsey and full-back Niall Lovelock. Former Thornbury Town captain Tom Bradley has also joined the club.
Bradford Town managed to draw 2-2 at home to Southern League Frome Town. After Frome led 1-0 at half-time, Bradford took advantage of a poor passage of play to level and then go 2-1 in front before Frome re-energised and managed to equalise before the end of the match.
Fry Club Reserves were beaten 5-1 at Frome Collegians, a team three divisions above in the pyramid. Danny Lock scored from a corner in the second half to make it 3-1 at the time. Keynsham Town Reserves ran out 5-0 winners against Westfield.
Tunley Athletic were beaten 4-0 at Coleford Athletic.
Larkhall Athletic Women have announced the signing of Raffy Briggs ahead of their FA Women’s National League Division One South West campaign. Briggs impressed on trial for the Larks having played for Bath City in the Wiltshire League last season.