Online has overtaken print media for the consumption of sports content, according to “Know The Fan – The Global Sports Media Consumption Report 2014” from PERFORM, Kantar Media and SportBusiness Group.
Second only to TV, this marks the first time online has overtaken print in all markets surveyed, with the exception of Germany, where the two are on even footing.
The report covers 16 global markets, 14 of which – Australia, Brazil, China, France, Germany, Great Britain, India, Indonesia, Italy, Japan, Russia, Spain, Turkey and the US – were monitored last year, whilst South Africa and the UAE are covered for the first time in 2014.
According to the report, the consumption of sport via mobile devices continues to rise across the majority of markets. The most notable growth has been seen in Western Europe where, for example, mobile consumption of sport in Italy is now 50 per cent, compared to 37 per cent in 2013. Similarly, in Spain, mobile devices are used by 46 per cent of fans to follow sport this year, which compares to 39 per cent in 2013 and 20 per cent in 2011.
The study also shows that approximately three-quarters of fans that use computers/laptops and three-quarters of fans that use mobile devices access content at least once a week. In many markets, as many as 9 out of 10 fans access sport online via a computer or mobile device at least once a week. The propensity of fans to access content at least once a day also varies per market, with upwards of 1 in 2 mobile and computer/laptop computer users in Brazil, India and the UAE consuming sport at least once a day via these devices.
Oliver Slipper, Joint-CEO, PERFORM, comments: “The results of the 2014 Know The Fan report reflect the rapidly evolving media landscape, with sports fans continually looking to digest content on the move and as it happens. As a result, we’re seeing the increased importance of connected devices, providing fans with greater flexibility and control.”
Indeed, recent data from Sky revealed that in the first three months of this year, the Barclays Premier League delivered the three highest audiences ever on its own mobile service, Sky Go – peaking with 379,000 unique viewers of Manchester City vs. Chelsea in February.
“This provides a number of opportunities to all stakeholders in the digital sports media industry,” adds Slipper, “from rights holders and sports associations to devices manufacturers, advertisers and betting companies, but it’s important that they respond to increasing demand for digital content. The 2014 report again provides the insight on which to build and develop a successful approach to today’s connected sports fan.”
In 2014, social media consumption of sport has also continued to grow in the majority of markets previously surveyed. With the number of devices available, this year’s report also looks at the content accessed by fans on second screens whilst they are watching sport on TV. 74 per cent of fans in Turkey and 70 per cent in China use a second screen connected device while watching sport on TV.