Corey Perry favourite London Knights
alum now playing
TORONTO OCTOBER 7th, 2014 - In a random
sampling of public opinion taken by the Forum Poll™ among 782 adults resident
in London, Ontario, just less than half are NHL hockey fans (47%), and, of
these, the vast majority are also London Knights fans (90% of NHL fans, or 42%
of total London adults). Being an NHL fan is common to Gen Y (35 to 44 - 57%),
males (58%), wealthier group ($8-K to $100K - 66%), those with some college or
university (57%), parents (59%), provincial Liberal voters (53%) and in the
southeast quadrant of the city (58%). Being a London Knights fan is
characteristic of the least wealthy (95%), middle income groups ($60K to $80K -
96%), renters (95%), the least educated (94%), and in the northwest of the city
(95%).
One sixth are extreme NHL fans
One sixth of NHL fans describe themselves as
"extreme fans who watch every game possible and know all the stats"
(15%), and a further one fifth are "enthusiastic fans who watch many games
and know all the players" (18%). These two groups comprise one third of
all hockey fans in London (33%). After this, the largest single group of NHL
fans, about 4-in-10, describe themselves as "regular fans who watch some
games and know all the rules" (38%), followed by one quarter who are
"part time fans who watch a few games and the playoffs" (26%). Among
Knights fans, results are very similar, with 3-in-10 at the top level (29%),
either "extreme" (15%) or "enthusiastic" (14%). Close to
4-in-10 Knights fans, the largest group, are "regular fans" (37%)
followed by 3-in-10 who are part-timers (29%).
One fifth of NHL fans attend games
frequently
One fifth of those who are NHL hockey fans
attend NHL games frequently (20%), followed by just fewer who attend from time
to time (15%) for a total of one third of NHL fans who attend professional games
(35%). The largest single group of NHL fans, about one quarter, attend pro
games rarely (27%), while somewhat fewer used to attend but don't anymore
(14%). Just one quarter of London's NHL fans don't attend NHL games (25%).
4-in-10 Knights fans attend games
frequently
Just more than 4-in-10 London Knights fans
attend Knights games frequently (42%) and a further one quarter attend from
time to time (22%), which implies that two thirds of the team's fans are
regular attendees (64%). A further 3-in-10 attend rarely (29%), while very few
fans used to attend games but not now (4%) or never went to games (3%).
Two thirds of Knights fans think they'll
make playoffs
Two thirds of the London Knights fans in our
sample think the team will make the playoffs (64%), just a quarter think they
won't (23%), and one tenth or so are unsure of the fate of the team (13%).
Belief the team is post-season bound is typical of the Gen X fans (45 to 54 -
76%), the wealthiest ($100K to $250K - 77%), renters (77%) and the best
educated (post grad - 81%).
Corey Perry is favourite Knight still
playing
Corey Perry of the Anaheim Ducks receives
twice as many votes as favourite Knight still playing in the NHL (30%) as his
closest rival, Nazem Kadri of the Toronto Maple Leafs (17%) or the third place
choice, Brandon Prust of the Montreal Canadiens (11%). No other player cracks
double digits on this measure, including Patrick Kane of the Chicago Blackhawks
(9%), Rick Nash of the New York Rangers (6%), the Florida Panthers' Dave
Bolland (5%) or Sam Gagner of the Arizona Coyotes or John Tavares of the New
York Islanders (4% each).
Sittler and Shanahan tied as favoured
all-time Knights
Hall of famer Darryl Sittler and Brendan
Shanahan are tied as favourite all-time Knights, with 3-in-10 fans claiming
them (30% each). They're followed by Rob Ramage or Dino Cicarelli (5% each) and
Brad Marsh or Roger Lemelin (4% each).
One third of NHL fans play hockey
In total, one third of NHL fans in London
play hockey (36%), either unorganized street or pond hockey (23%), or in a
recreational or beer league (13%). Very few (presumably goalies) are paid to
play (1%). Two thirds of London's NHL fans do not play hockey (64%).
4-in-10 London households have kids who
play organized hockey
4-in-10
households in the Forest City have a child who plays or played organized hockey
(40%), about a quarter being boys (23%) and just fewer girls (17%). A few
households have both (1%).
Just one quarter play unorganized pond
or street hockey
In a surprising finding, fewer children of
London households play unorganized pond or street hockey (26%) than play
organized league hockey (40%). In three quarters of households, no child plays
shinny in the street or on a pond (74%).
Teamwork seen to be the greatest value
hockey has to teach
Fully one half of London adults believe
teamwork is the most important value imparted to youth by hockey (49%),
followed by physical well-being (16%) or something not listed (15%). Following
these are strategic thinking and perseverance (6% each) and leadership (4%).
Few mention self reliance (3%) and creativity (1%).
6-in-10 watched 2010 Olympic Gold Medal
game
Six-in-ten London adults (60%) watched Sidney
Crosby take the pass from Jarome Iginla in overtime and slip the puck behind
Ryan Miller for the Gold Medal in 2010, and this is equal to about 180,000
Londoners.
Three quarters of Londoners think hockey
is important to Canada's social fabric
Three quarters of London adults (77%) say
hockey is important to Canada's social and cultural fabric, including one third
who say it is "extremely important" (32%), one fifth claiming it to
be "very important" (21%) and one quarter saying it is
"important" (24%). While one tenth think Hockey is not that important
(12%) fewer think it not at all important (8%).
"It is clear from these findings that hockey is knit as
tightly into London's social fabric as anywhere in Canada, and the fact that
six-in-ten adults, fans or not, watched a single game, just proves this," said Forum
Research President, Dr. Lorne Bozinoff.
Lorne Bozinoff, Ph.D. is the president and
founder of Forum Research. He can be reached at lbozinoff@forumresearch.com or at (416)
960-9603.
