1. 2010 Market Share Guide

2. 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

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

4. 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

5. 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

6. 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

7. 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)

8. 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)

9. 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

10. 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%

11. 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

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

13. 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