Unveiled by IPC Media CEO Sylvia Auton (pictured) at an event for London 2012 sponsors, the Women Get Set study highlights the leading role that women will play in bringing the Games to life for families across the UK.
Says Sylvia: “Men are most often the target in sports-related marketing. However, for London 2012 this research shows that marketers who overlook women are missing a trick. It is women, and mums in particular, who as the main decision makers in the home will shape the success of many Olympic campaigns.”
Even though the majority do not have tickets for the actual Olympic events, one in four women is looking forward to celebrating the Olympics with friends and family in her local community and 42% want more information about the free events. The importance of mothers in making the Olympics a family occasion is clear, with almost half saying they were keen to ensure their children took part in this once in a lifetime event. As such, they are craving more information to help them do this, with 47% saying they would like to know more.
Says Amanda Wigginton, IPC Media’s director of Insight: “With 13 months to go, it is crucial that women and especially mums are engaged to ensure the effective execution of the many marketing campaigns and messages.”
From sponsors, women want a deeper commitment to sport beyond the Olympic Games – almost half would like to see a greater involvement in gyms, schools and healthy eating. Thirty nine percent want to see sponsors recognising and supporting young, up and coming talent and 36% want to see investment in grass roots activity.
Women believe that the Olympics will be beneficial for the country – 60% think they will bring in tourism and generate income; 51% say it’s a chance to support British athletes; and 50% think they will inspire the population to participate in sport.
Adds Amanda: "Through Women Get Set, we will continue to track how women are feeling in the build up to the Olympics, using the Origin Panel, IPC’s rolling research study of UK women.”
More than 1,400 women responded to Women Get Set. The research was conducted using IPC’s Origin Panel, a major rolling research study of UK women, designed to provide a continuous channel through which to understand the evolving attitudes and behaviour of women across the country.
