Over 19,000 interviews were conducted to determine the potential growth of sport
The International Cricket Council (ICC) unveiled the results of the largest ever market research project into the sport which reveals cricket has over one billion fans on Wednesday.
In a globally surveyed age category of 16-69, the average age of fan was 34 with a demographic breakdown of 61% male and 39% female.
The research was undertaken to enable the ICC and its members to understand the growth potential of cricket, help shape the development of the growth focused global strategy for the game, drive decision making and to provide a benchmark upon which to measure the outcomes of the strategy.
It also helps the ICC in shaping and implementing their fan engagement strategies and clearly presents cricket as a vibrant and popular sport globally.
The breakdown of cricket’s three different formats in the research showed two-thirds of fans over the age of 16—who were interviewed—are interested in all three international formats of the game.
The importance and popularity of ICC global events was evident with 95% of fans interested or very interested, with the ICC Cricket World Cup and the ICC World T20 being the most popular.
The main motivators for sports fans who are not currently interested in cricket to become fans include a better understanding of the cricket calendar and making it an easier sport to follow, which is being addressed in the global strategy for cricket currently being shaped across the sport.
Fans were also asked about cricket and the Olympic Games with 87% of fans claiming they would like to see T20 cricket in the Olympic Games.
ICC Chief Executive David Richardson said that the research will facilitate the growth of cricket globally while also helping us taking decisions based on insights rather than gut feeling.
“A global growth strategy for cricket is currently being developed and this research is a significant cornerstone of that," said Richardson. “It is the first global market research project ever undertaken in the sport and having more than one billion fans in the surveyed age category of 16-69 alone, with an average age of 34, is undoubtedly an exciting and strong position from which we can drive the sport forward.”
He added: “There are opportunities to grow in both our traditional markets, where the focus will be on attracting more women and girls, children and families, to the game, as well as non-traditional cricket playing nations where there is clearly both interest and opportunity. A global growth strategy for cricket is currently being developed and this research is a significant cornerstone of that, guiding our decision making and providing us with a benchmark to measure progress as we look to drive long-term growth of the game.”