2015 Cricket World personal cricket equipment survey results

Action from club cricket in the UK
©Cricket World
 

We asked active club cricket players, administrators and supporters to tell us about their personal equipment - what they bought, how much they spent and why they made the decisions they did. Here are the results.

We got a fantastic response, and we can now reveal the results of the survey, which will be invaluable to the cricket manufacturing and retail industry in determining the best way to serve you, the active playing cricketers and people that purchase their equipment.

It threw up some fascinating insights, including some key headlines below. Do read on for a more detailed breakdown - and thank you again for taking part.

Our survey says…

  • 89% research cricket equipment online
  • 72% buy personal equipment at specialist cricket retailers
  • Value for money and quality are the most important factors in deciding what to buy
  • Online reviews and the views of team mates count as ‘valued opinions’
  • Coaches and Brand Ambassadors count with parents buying equipment for youngsters
  • The majority buy their equipment between January and April
  • 31% bought cricket equipment prior to Christmas (Oct-Dec)
  • Over 68% spend between £100 and £500 a year
  • Weight and product reviews on safety were the key factors in selecting a helmet
  • Bats are at the top of next season’s shopping list

First of all, thank you to everybody who took the time to complete the survey, and the winners of our prize draw will be notified by email shortly.

Research and purchase of equipment

When researching cricket equipment 89% of respondents said they would use online resources such as directories, websites, specialist retailer sites and search engines to make their decision. 55% also said specialist retailers influenced them, with catalogues registering 30%.

When actually buying cricket equipment, 72% of people chose specialist retailers as their place to shop. A lot of those people - 69% - also used other online retailers, some telling us that they prefer to try products in a shop before making the final purchase online. General sports shops only scored 22%.

Key buying influences

Quality was the most important factor when buying equipment, with 75% looking out for it above anything else. Value was also important with 62% saying it was a factor but surprisingly to us, only 26% opted for discounts, having the least impact on people.

Online reviews hold most sway when making decisions on what to buy with 64% choosing this option, closely followed by the opinions of team-mates, which 62% said was an important factor.

Coaches were also important, with 32% also listening to the opinions of their coaches, proving word of mouth at club level is key. Brand ambassadors ranked lowest, with 27%, although important with influencing the youth market.

Buying periods

Most people (64%) look at buying equipment in the pre-season period, when training and nets are starting up (January to April). Post-season proved quite popular too, with some (31%) preparing for Christmas or buying equipment as gifts for others.

During the season (May to August) is not a popular time to buy, as most people have generally already made their purchases for the season, and just 5% buy at this time.

Total annual spend

Having a look at the budget for cricket equipment gives us a better idea of ‘value for money’ and where that falls into these brackets.

The majority of cricketers (53%) chose somewhere between £101-300 for their annual spend. Second on the list was £1-100 with 26% in this range.

Those spending between £301 and 500 were next with 16% and very few of you (5%) spend more than £501, meaning that almost three out of four spend more than £100 per season.

What about helmets?

As the sport’s governing bodies continue to do everything they can to improve player safety, we wanted to find out more about if, and how, cricketers buy helmets.

We asked what the most important factors were when buying a helmet, and the most important factor was weight (54%), closely followed by reviews (53%) and finally the brand itself, at just 21%.

This would appear at odds with traditional buying patterns of other equipment, where cricketers often stay loyal to one manufacturer, particularly if they first used them as a junior, but entirely understandable given the highly technical nature of helmet construction and the safety standards required.

Next season’s shopping list

We also asked what buyers felt was the most important item of cricket equipment, or what was on their shopping list for 2016. Perhaps unsurprisingly bats came out on top with 63%.

Protective equipment came second with 40%, closely followed by boots with 35%. Despite the statistics above, helmets were deemed least important with 25%.

At first glance, the helmet figure seems very low, but remember that although helmet use is compulsory at junior level, at senior level players are allowed to make their own decisions about helmet use and when to replace it. This probably proves that educating the active cricketer with guidelines on safety and when to replace a helmet would be useful.

Please note that some percentages will add up to more than 100 – this is because apart from the questions on annual spend and buying periods, respondents were allowed to select more than one choice. 280 people completed the survey.

© Cricket World 2015