AURA – LOCALISED DATA & INTELLIGENCE

”Data is not often relevant to the local community. Might be

state or Nation wide that does not reflect that community that

we are planning for. Much of it is out of date. Hard to get real

time data”

“There is often significant inconsistency and currency with the

data, particularly from the SSA's. The level of detail provided,

i.e. ability to breakdown to gender, age, postcode, Historical

data to provide trends. The other main challenge is the lack

of informal recreation data and the ability to collect this”

• A lack of data at the local level, the majority of sport and

recreation data is available only at a macro, aggregate

level

• A lack of aggregation and integration of datasets

• Limited benchmarking and comparisons

• Use of organised sport membership data for planning,

which only accounts for a minority of overall sport and

recreation participation

2

THE INDUSTRY IDENTIFIES SIGNIFICANT PROBLEMS WITH THE CURRENT INTELLIGENCE UTILISED IN PLANNING AND DECISION-MAKING

These issues significantly compromise efficient and effective planning, strategy and tactics. Leading to the

generation of significant waste and massive lost value.

WE COLLATE UNIQUE SPORT AND RECREATION

DATASETS…

…AND USE ADVANCED ANALYTICS TO CREATE NEW LOCAL

INTELLIGENCE

65Public Data (e.g. census)

Aura Community

Affinities Survey

Bespoke Research

(e.g. resident surveys)

Client Data (e.g. facility utilisation)

AURA Database

AURA DELIVERS UNIQUE AND ACTIONABLE LOCAL SPORT, RECREATION AND HEALTH INTELLIGENCE

A HUGE SELECTION OF HEALTH, SPORT AND RECREATION DATA

Community Health Index

Physical Health

Mental Health

Community Connection

Confidence

Overall Life Satisfaction

Loneliness

BMI

Chronic conditions prevalence

Fruit & Veg Consumption

Smoking Prevalence

Alcohol Consumption

Disability prevalence

Levels (minutes) of PA

Moderate PA

Vigorous PA

PA Consideration

PA Segmentation

Leisure Interests

S&R interests

S&R Participation – Past 12 Months

Organised v Recreation

S&R Participation - Frequency

S&R Participation - Future Interest

S&R Participation - Commitment

S&R Activity Segments

Kids P12 S&R Participation

Kids S&R Participation Interest

Junior Participation Programs

S&R Activity Growth Index

Use of S&R facilities

S&R Participation - Favourite

Sport & Rec Motivators

Sport & Rec Barriers

Sport & Rec Experience

Sport & Rec Choice Drivers

Importance of S&R facilities

HEALTH & WELLBEING PHYSICAL ACTIVITY (PA) SPORT & RECREATION (S&R) BEHAVIOURS AND ATTITUDES

TO SUPPORT LOCAL GOVERNMENT PLANNING, DECISION-MAKING AND INVESTMENTS

PLANS & STRATEGY

Feeding into key strategic plans e.g.

community and council, health and

wellbeing, sport and recreation

SEGMENTING & TARGETING

Segmenting and targeting of

residents for greater impact

COMMUNITY INSIGHTS

Understanding, profiling and scaling

community needs and preferences

RECREATION & SPORT

Data covering all types of recreation

not just organised sport

BUSINESS CASES/ APPLICATIONS

Including data in own applications for

external funding and internal budgets,

use in assessing funding applications

BUDGETING

Investment and operating budget

allocations

MARKETING

Developing and implementing marketing

and communications plans

STAKEHOLDER MANAGEMENT

Using data to manage internal and

external relationships, responding to

requests/ queries

FACILITIES

Planning, needs assessment, fit for

purpose assessments, prioritisation

KNOX CITY COMMUNITY HEALTH INDICATORS (CHI)

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+. *Weighted average score out of 100 for the four individual health

indicators – Physical Health, Mental Health, Community Connection, Confidence. Weighting is based on the relative contribution of each factor to overall life satisfaction

Knox’s overall community health index score sits at 62.8, below the Victorian state average. Community connection is the indicator with

the lowest relative score.

64.7

CONFIDENCEMENTAL HEALTHCOMMUNITY

CONNECTIONPHYSICAL HEALTH

63.8 67.9 62.0 65.7

COMMUNITY HEALTH INDEX*

62.862.6 66.3 59.3 63.6

KNOX CITY

RESIDENTS SCORE 0-100

VICTORIA STATE

AVERAGE SCORE 0-100

-1.2 -1.6 -2.7 -2.1 -2.0

The Community Health Index provides a metric that can be benchmarked and tracked over time, compared to other LGA’s in Australia,

across suburbs within your LGA and for specific resident segments. It also highlights the relative performance of health indicators and

identifies the potential focus areas for sport and recreation to address.

COMMUNITY HEALTH INDEX BY SUBURB – HEAT MAPOur unique modelling approach allows us to understand local differences down to the suburb (SA2) level. A number of suburbs within

Knox have relatively low CHI scores

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+

<57

57-61

61-62

62-63

63-63.5

63.5-64

64-64.7

64.7-65.5

65.5-66.5

66.5

CONSIDERATION OF INCREASING PHYSICAL ACTIVITYNearly three-quarters of Knox residents are open to increasing the level of physical activity they do. Just over 1 in 6 are actively trying to be more physically active

7.5%

CLOSEDHave not and will not consider

increasing physical activity

18.1%

AMBIVALENTHave not considered increasing

physical activity

58.2%

OPENConsidering increasing physical

activity but taking no action

16.3%

ACTINGCurrently trying to increase

physical activity

9.2% 17.3% 56.0% 17.6%

KNOX RESIDENTS

STATE AVERAGE

Source: Aura Communities Survey, W1 Dec 2019 & W2 June 2020, n=6,061 nationally representative adults aged 16+

Consideration of increasing level of physical activity

Current Level of

Physical Activity

Closed

(7.5%)

Ambivalent

(18.1%)

Open

(58.2%)

Acting

(16.3%)

Active

(44%)2.6% 6.6% 25.3% 9.6%

Moderately Active

(21%)1.1% 5.0% 12.8% 2.1%

Inactive

(35%)3.7% 6.4% 20.1% 4.6%

Opportunity for significant health impact (40%)

COMMUNITY SEGMENTATIONOverlaying current physical activity levels and consideration of increasing levels of physical activity provides an actionable segmentation of the community

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+

Opportunity to increase activity (35%)Look to maintain activity (9%)

Opportunity to educate/innovate (16%)

AURA delivers rich behavioural, motivational and location insights into each of these community segments that can be leveraged for

targeting and tailoring of sport and recreation strategy and tactics

INACTIVE/OPEN & ACTING SEGMENT BY SUBURB - HEAT MAPThere is significant variation by suburb in the proportion of people inactive and either open to or currently trying (acting) to be more

active.

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+

<7%

7%-22%

22%-22.5%

22.5-22.7%

22.7%-23.2%

23.2%-23.6%

23.6%-24.7%

24.7%-25%

25%-25.3%

>25.3%

LOCAL SPORT AND RECREATION PARTICIPATION – MODE AND ACTIVITIES80% of residents participate for recreation

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+

Swimming

Fitness/Gym

Bushwalking

Jogging/Running

Cycling

Fishing

YogaBasketball

Tennis

CricketDancingGolf

Weightlifting Soccer

BadmintonAussie Rules

Table Tennis

Ten Pin BowlingPilates

CanoeingAthletics BoxingNetball

Surfing

0%

5%

10%

15%

20%

25%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

% p

art

icip

ate

d n

last 12 m

onth

s

% Interested in trying in the future (non-users)

20%

65%

15%

Organised Sport Recreation Both

Walking

(Recreational)

42%/26%

KNOX CITY COMMUNITY HEALTH INDICATORS

56.5

CONFIDENCEMENTAL HEALTH COMMUNITY

CONNECTION

PHYSICAL HEALTH

Sports and recreation delivers significant health benefits to overall health not just physical health

53.4 61.4 53.2 58.5

KINETICA HEALTH INDEX

64.064.7 67.5 60.7 64.8SPORT & REC

PARTICIPANTSKnox Residents

SCORE 0-100

SPORT & REC

NON-PARTICIPANTSKnox Residents

SCORE 0-100

+11.3 +6.1 +7.5 +6.3 +7.5

Source: Kinetica Community Affinities Survey, Dec 2019, n=3,061 nationally representative adults aged 16+

This analysis demonstrates the value contributed by sports and recreation to the local community and the importance of optimal strategy and tactics to improve participation.

insights@thekineticagroup.com

www.thekineticagroup.com