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 Much of it is out of date.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.
www.thekineticagroup.com