2010 Market Share Guide

Interpreting the numbers – RAG Statuses RAG status are showing significant changes in trend (ie the following statistics) Greater than the mean (over last 10 years) – GREEN (ie statistic higher than average over last 10 years) Greater than the mean minus 1 standard deviation – GREEN (ie statistic lower than average but not a significant change) Greater than mean minus 2 standard deviations – AMBER (within 95% of the statistics over the last 10 years but approaching the threshold for a significant change) Less than the mean minus 2 standard deviations – RED (ie statistic falls outside the 95% confidence interval and hence a significant change from last 10 years) 2 stdev 1 stdev Mean < Mean – 2 St dev Over last 10 years Over last 10 years Mean – 1 stdev <= < Mean – 1 St dev Over last 10 years >= Mean Over last 10 years 1 std Deviation 2 std Deviation

Understanding the tables Year of Census Age bandings UK National Population By Age Estimated by Office of National Statistics (ONS)

Example – Interpreting the market penetration Of 5 year olds increasing From 0% in 2001 to 0.23% in 2010 Overall Market Share increasing from 2.5% in 2001 to 2.72% in 2010, However notice the drop in 2004 and 2005 at the point across some of the age bands

Example – Interpreting the change over time Table looks at % increase / decrease in market share from current year to baseline year of 2001 ie % change in market share since 2001 Increase of 8% over 10 years No figures in 20+ age range as network didn’t exist No 2001 figures as this is the benchmark Market share drop Approaching signficant

Example - Interpreting the year on year figures This table should be used in conjunction with the change over time table to identify differences between significant statistics in the two tables which give an early view of trends which are starting to change Drop in increase but not significant Compare to history over 10 years Change approaching significant

Example - Interpreting the change in population tables This table should be used in conjunction with change in population scout table, as this table highlights significant changes in the national population (hence the diagonal ambers for years where births were significantly lower)

Example - Interpreting the change in population tables This table should be used in conjunction with change in national population table, as any non ambers in this (where an amber exists in the national population means the reduction in national population has NOT impacted the scouting numbers and vice versa)

Interpreting the numbers – Section Age ranges This table consolidates the original age bands into the scout age bands and details the market share for each section. The graph represents it pictorially

Interpreting the numbers – Section Age ranges This chart represents the market share by age band, showing the largest market share is 9 year olds at just below 9%

Interpreting the numbers – Age Report This table details numbers by year for each of the age bands. It also includes those network members registered as leaders elsewhere

Interpreting the numbers – Age Report This chart displays the numbers graphically, showing the highest age % of members is the 8 and 9 year olds

Interpreting the numbers – Age Report For information on change over time tables and graphs, year on year change and retention please see the main census guide as the same principles apply