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in-depth interrogation of the sports data
at numerous geographical levels, as well
Activity APS1 (2005/6) APS2 (2007/8) APS3 (2008/9) +/- participants
APS3 vs APS2
as providing analysis of data by a wide
variety of socio-demographic variables,
Number % Number % Number %
survey questions and Key Performance
Swimming 3,273,800 8.04% 3,244,300 7.83% 3,162,400 7.57% -81,900
Indicators (KPI).
Football 2,021,700 4.97% 2,144,700 5.18% 2,122,700 5.08% -22,000
The site remains open to the public
Cycling 1,634,800 4.02% 1,767,100 4.26% 1,880,000 4.50% 112,900
and to date achieved more than 6,000
Athletics 1,353,800 3.33% 1,612,100 3.89% 1,739,700 4.16% 127,600
registered users since its launch in 2006.
Golf 889,100 2.18% 948,300 2.29% 897,600 2.15% -50,700
During the 13,000 times the site has For the third survey in a row, the top five most popular sports ranking remains unchanged
been accessed, users have clocked up
340,000 page views while investigating key socio-demographics and compared England-funded sports. The make up of
their particular areas of interest. with the previous years of the survey. At all participants is shown by the stan-
The original features of the service re- county council and local authority level dard key socio-demographic groups and
main, but have been added to with new you can also assess how each area com- compared with the profile of the overall
questions and variables implemented pares with another.A summary of results population of the UK, as well as to par-
and new modules made available. This for each of the main KPIs, by all local ticipation rates from APS1.
continues to provide users with a wide authorities can be accessed and down-
range of analysis tools and overview loaded from here. Interactive element
modules, starting with the very simple The new dashboard module displays The Interactive element of Active People
‘top line’ information by sport, indicator results for the main KPIs by individual Diagnostic remains unchanged, however
or region, to the fairly complicated dissec- local authorities, county councils and it been upgraded and expanded to allow
tion of results such as by survey question CSPs in interactive charts. A summary more options and greater flexibility. Here
or detailed demographics. With multiple of each KPI by area is displayed and users can continue to build profiles of
surveys now on the site, users can also the user can then access a breakdown by respondents and compare results using
compare results over time. key socio-demographic group achieving the profile analysis menu. The cross tabu-
The structure of Active People Diag- the target. Previous AP1 and AP2 survey lation function now features the new
nostic has been reordered slightly and results are also shown for comparison. survey questions and variables, which of-
the look and feel of the site upgraded to fers the opportunity to run results by an
give it a modern edge. The key areas are Sport results increased number of breakdowns, bases
detailed below. Users can access information by Sport and sub-groups. The comparative analy-
England-funded, as well as unfunded, sis module has also been upgraded to
Key Performance Indicators sports from this area of the site. National allow a greater number of sports or areas
This section of the site offers the user re- participation rates, club membership, tu- to be compared at the same time
sults for the main KPIs by individual local ition and participation in competition are The APS3 data will be available to
authorities, county councils, Community displayed in an understandable format. examine later in the year. ●
Sport Partnerships (CSPs), regions and on Another new dashboard module pro- Andrew Haylett is a research manager
a national level. Each KPI is displayed by vides a profile of participants in Sport at Ipsos MORI research company
Issue 1 2010 © cybertrek 2010 Read Sports Management online
sportsmanagement.co.uk/digital 45
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