The results of the CAST annual season ticket and attitudes survey show that optimism is growing around the club even though half of respondents don't believe that we will win promotion this season.
(NB: the survey closed before the Huddersfield and Mansfield games!)
1457 Charlton supporters responded to the survey which ran from March 3rd to March 25th. Season ticket prices were published by the club on March 20th
99% of responses were made before season ticket prices were published and before the Peterborough match.
The survey shows that there is an uplift in optimism compared to last year with 90% saying they feel positive about the future prospects of the club (22% very positive and 68% quite positive). Last year’s comparison was 78% (14% very positive and 64% quite positive). It is worth noting that two years ago the figure was 15% (1% very positive and 14% quite positive).
47% of respondents said they would definitely purchase a season ticket and a further 18% said they possibly would buy one - total 65%. Our 2024 survey was run at a later date (after tickets had gone on sale) and showed a total of 66% had already purchased with a further 2% saying they definitely would. Last year’s figure was the highest since CAST has run the survey.
57% of respondents have a season ticket for this season and 80% of these said they would definitely renew. A further 16% said they possibly would.
Asked to give their three main reasons for buying a season ticket for next season respondents answered:
- Habit of a lifetime - It's what I do 62%,
- Show commitment to the club’s future 42%
- Getting together with family / friends 40%
Last year the second highest reason for buying (49%) was "belief in the management of Nathan Jones". This year that has dropped to 34% and been replaced by "show commitment to the club’s future". Might that indicate that supporters are now seeing the club’s future prospects as being in the hands of more than one person?
30% of respondents said they would definitely not buy or were unlikely to buy, which is an increase of 5% on last year. The main driver for this change is “live too far away” which increased from 39% to 53%. This may simply be a difference in the profile of respondents year on year – nevertheless the gradual scattering of our core fanbase away from the local area is noticeable. There does not seem to be any evidence that the availability to watch games on a stream has any significant effect as this has stayed at 6% as a reason not to purchase a season ticket. Affordability was cited by 14% (17% last year).
37% (542) said they were unlikely to buy, will possibly buy, or were still undecided about buying a season ticket. When asked the three reasons which would make them more likely to buy:
- 48% said if the price doesn’t go up too much;
- 46% said a belief that Nathan Jones is taking the squad and club in the right direction;
- 45% cited promotion to The Championship
- 43% said confidence in the owners.
- 30% cited special offers for season ticket holders as a reason which might persuade them.
Looking specifically at those who didn’t have a season ticket last season, 30% of these said they will possibly buy one this season or are still undecided. 51% of this group cited belief in the management of Nathan Jones as their reason with 48% citing that promotion might persuade them.
The uplift in optimism is tempered with a dose of caution. 43% of respondents believe the team will achieve promotion in May but 51% believe we will make the play-offs but not win promotion. We now look forward to the manager and squad proving that 51% wrong.
When asked the question "Describe Charlton Athletic Football Club in one word" the predominant response was Family, followed by Community, Friendly and Home. Words like Underachieving and Frustrating also loomed large but it is good to see Improving and Potential staking a claim.
Of the 1457 respondents to the survey:
- 5% under 34
- 20% 35-54
- 53% 55-74
- 14.5% 75+
- 87% are male
- 62% live in South London or Kent, including 12% within Royal Borough of Greenwich
- 60% are members of CAST
- 27% are members of Valley Gold
- 45% attend The Valley by public transport
- 39% attend The Valley by car
The survey also asked about the big picture strategic items of the The Addicks Charter and the club's Fan Engagement Plan. We will report on these next week.
If you are not already among the 2,500 Charlton supporters who are members of CAST, do join today - it only costs £5 annually and helps to strengthen the voice of the Addicks.