Embed Size (px)
DESCRIPTION
Catalyst Fan Engagement Study 2012
Citation preview
2012 Fan Engagement Study Summary Findings
• To provide insights into the continuing convergence of sports and digital media among sports fans
• Identify opportunities for brands to engage in the sports digital media landscape
Objectives
2
Research Approach• Vision Critical conducted on an online survey
among 1,934 avid sport fans aged 13-64 who follow, discuss or engage with sports using digital media
• The following quotas were set to permit a deep dive into use of social media by sport:
• NFL: 574• MLB: 500• College Basketball: 489• NBA: 486• MMA: 493• College Football: 491
3
4
Information Sources of the Avid Sports Fans
Gains for Digital, Small Loses for TV as Primary and Trusted Source
What are your primary sources of [SPORT] related information? What do you consider your most trusted sources for [SPORT] related information? Please rank the following sources from 1 to 6 where 1 is the most trusted source, 2 is second most trusted, etc.
Average Rank – Primary Sports Info Source (Age 18-64) 2012 Rank 2011 2012Television 1.4 1.6 1Non-social web 3.7 3.4 2Social media 3.7 3.6 3Newspapers 3.6 3.8 4Radio 3.9 4.0 5Magazines 4.6 4.8 6
Average Rank – Trusted Sports Info Source (Age 18-64) 2012 Rank 2011 2012
Television 1.6 1.7 1Non-social web 3.6 3.2 2Newspapers 3.3 3.5 3Radio 3.9 3.8 4Social media 4.2 4.2 5Magazines 4.4 4.6 6
Base: 18-64 year-old social media sports fans (excluding MMA only fans)
Post-Game Social Media Activity on Gameday is Up
YouTube
45%
53%
28%
45%
55%
29%
65%
55%
63%
Thinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.
When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)Before During After
YouTube
48%
58%
25%
46%
61%
28%
74%
68%
66%
2011 2012
Base: 18-64 year-old social media sports fans
Facebook, YouTube & Twitter Remain the Dominant Social Networks for Following or Discussing Sports
YouTube
Google +
FourSquare
81%
40%
30%
17%
14%
13%
Which of the following, if any, social media sites do you use to follow or discuss [sport]?
Use Social Media Site to Follow or Discuss a Favorite Sport
7
Which of the following, if any, social media sites do you use to follow or discuss [sport]?
Usage of Facebook is Nearly Universal; YouTube, Twitter & Foursquare Skew Younger
Total Male Female 13-17 18-34 35-49 50-64 AA 18-34
Hispanic 18-34
Facebook 81% 77% 87% 77% 83% 82% 80% 78% 78%
YouTube 40% 46% 30% 54% 45% 32% 25% 46% 59%
Twitter 30% 32% 28% 31% 36% 29% 16% 43% 42%
Google+ 17% 20% 13% 22% 21% 14% 8% 20% 26%
Pinterest 14% 15% 11% 16% 17% 11% 6% 17% 22%
foursquare 13% 15% 10% 14% 19% 10% 4% 18% 24%
8
If you could keep just one of these devices to follow sports, which one would it be?
Young Non-White Fans Would Also Rather Keep their Digital Devices than TV
Total Male Female 13-17 18-34 AA 18-34
Hispanic 18-34
TV 54% 48% 63% 52% 46% 46% 42%
Desktop/laptop 27% 31% 21% 28% 28% 24% 28%
Mobile phone /tablet 16% 17% 14% 19% 20% 24% 28%
Gameday on Social Media
10
22%
24%
41%
51%
29%
30%
42%
53%
37%
37%
42%
53%
19%
25%
52%
53%
31%
30%
45%
50%
47%
31%
39%
60%
Across All Sports, Fan Frequently Engage With Social Networks While they Watch or Listen to the Game
While you are watching or listening to a live [SPORT] game how often are you also following the game using either of these sites?
Among fans who use social network to follow sports
63%
76%
Most of the time Sometimes
NFLCollege Football College
BasketballMajor League
Baseball NBA MMA
70%
82%
79%
89%
71%
78%
76%
80%
86%
91%
Twitter, FourSquare & Instagram are Gametime; YouTube & Facebook are Post Game
YouTube
38%
39%
23%
53%
45%
26%
46%
55%
52%
Thinking about a typical gameday, which of the following, if any, do you use before, during, and after [SPORT] games? Please select all that apply.
When Fans Engage in Each Social Network on Gameday (among fans who use each network to follow sports)
Before During After
Foursquare
22%
27%
23%
33%
37%
29%
26%
25%
26%
12
“Celebrating victories” Ranks #1 for Engaging in Social Media Sports Activities
To celebrate favorite team’s victories
Connect with friends who follow this sport
I want others to know how big a fan I am of my team/ the sport/ an athlete
To talk smack about my team/ the sport/ and athlete
Meet people with similar interests
To share / learn about great ticket/sports deals
67%
64%
48%
48%
37%
35%
Which of the following reasons best describe why you use social media sites to engage with others in the sport(s) you have mentioned below?
70% agree they participate in more conversations/engage in more content when their favorite team is winning
69% say that they are more active on social media after the team they are rooting for wins
Reasons for Engaging with Others on Social Media for Sports
13
Social Media Influencers
14
Alongside Traditional Sources, Many Fans Also Follow “Super Fans”
NFL College Football
College Basketball MLB NBA MMA
Teams 71% 74% 83% 72% 77% n/aMedia 54% 68% 78% 58% 70% 76%Leagues 50% 61% 75% 56% 66% 71%Athletes 46% 57% 73% 54% 64% 76%
Super-fans 31% 40% 58% 30% 49% 61%
Celebrities 27% 36% 53% 28% 45% 59%
Bloggers 21% 36% 53% 22% 39% 50%
During the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]? 15
“Super Fans” Have an Especially Strong Following Among Younger and Non White Fans
Total
Male
Female
13-17
18-34
35-49
50-64
AA 18-34
Hispanic 18-34
16%
15%
12%
22%
18%
12%
8%
20%
23%
30%
30%
27%
39%
30%
29%
22%
39%
36%
Often Sometimes
During the [SPORT] season, how frequently do you follow each of these sources on social media for [SPORT]?
How Often Follow Super Fans for Sports (regular people who write about sports and have a big social network)
46%
45%39%
60%48%
41%
30%
60%
59%
16
Entertainment and Insight Trump Accuracy for Social Media Influencers
Entertaining
Insightful
Accurate
61%
39%
26%
Which of the following words or phrases would you use to describe each of these social media sources for [SPORT] information?
How Social Media Sports Fans Describe their Social Media Sources for Sports (Overall)
NFL College Football College Basketball MLB NBA MMA
Entertaining 61% 57% 63% 58% 66% 63%
Insightful 36% 35% 43% 32% 39% 45%
Accurate 18% 21% 33% 22% 26% 33%
17
Brand Engagement
18
Have you ever “followed” or “liked” a brand on Twitter or Facebook?
Yes85%
No15%
Liked a Brand on Facebook
Yes67%
No33%
Followed a Brand on Twitter
Fans Engage With Brands on Facebook and Twitter
19
NFL fans College Football fans
College Basketball fans MLB fans NBA fans MMA fans
Liked a brand on Facebook 78% 77% 82% 79% 76% 80%
Followed a brand on Twitter 22% 30% 42% 26% 34% 39%
More than Half of Fans are More Likely to Buy a Brand Mentioned by a Favorite Athlete on Social Media
Total
Male
Female
13-17
18-34
35-49
50-64
AA 18-34
Hispanic 18-34
16%
16%
11%
22%
19%
13%
8%
22%
26%
37%
36%
38%
47%
36%
35%
30%
35%
40%
Much more likely Somewhat more likely
How much more likely would you be to purchase a brand that a favorite [SPORT] athlete mentioned on Facebook and/or Twitter?
53%
52%
48%
69%
55%
48%
37%
58%
66%
Tangible Benefits Lead But Not the Only Motivators to Like or Follow a Brand
Provide a coupon or discount
Offer a contest where I could win a prize related to the sport
Show that they support my favorite team
Support a charity cause supported by the team
Give me a chance to meet a favorite athlete
51%
48%
43%
39%
38%
In which of the following ways would a brand be most likely to motivate you to ‘Like’ or follow them when it comes to the sport(s) you mentioned?
Overall
21
Applying Learnings to Our Digital Engagement Approach
Brands Must Be Fans• Timing is everything
• Connect with individual teams and their fans on specific passion points
• You are expected to have a point of view
• Be entertaining and insightful
• Secondary platforms are key to younger, non-white fans
• Connect and engage with the super fans
22
New York • Los Angeles • Charlottewww.catalystpublicrelations.com
212-714-7900 23
