Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
Cisco IBSG                                                                                                                ...
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Connected Sports Fan: Best of Home Viewing Comes to Live Sports

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The business of sports is undergoing tremendous change, impacted by higher costs, economic pressures, and an improved home viewing experience. Cisco’s Internet Business Solutions Group (IBSG), in collaboration with Cisco’s Sports Entertainment Solutions Group, has conducted extensive research to uncover key insights about the expectations and desires of sports fans, and how video and communications technology might bring the best of the “at home” sports experience into the stadium. More info: http://cs.co/IBSG-SportsFan

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  • For more information: http://cs.co/IBSG-SportsFan
  • For more information: http://cs.co/IBSG-SportsFan
  • For more information: http://cs.co/IBSG-SportsFan
  • Connected Sports Fan: Best of Home Viewing Comes to Live Sports

    1. 1. Cisco IBSG Horizons T M Connected Sports Fan Insights from the Cisco IBSG Horizons Study September 2012 Cisco IBSG Horizons For more information: http://cs.co/IBSG-SportsFanCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 1
    2. 2. Cisco IBSG Horizons Key Questions for Franchises and Venue Operators 1. How do fans currently consume sports? 2. What do they value? 3. Why should fans pay to attend events? Where will growth come from? Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 2
    3. 3. Cisco IBSG Horizons HorizonsConnected Sports Fan Study 33% 33% Home 1,842 Viewer: 37% Stadium Goer: 63% Consumers 25% 9%  Self-described sports fans (mean = 8.6 / 10 agreement on “I consider myself a fan of professional sports”)  Watch professional sports on TV at least monthly  68% male, 32% female Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 3
    4. 4. Cisco IBSG Horizons What We Found  Fans are highly ambivalent about in-venue vs. at-home consumption experiences  Aside from economic constraints, no factor explains fan attendance or satisfaction as much as quality of the venue experience  Fans want the best of the at-home experience in the venue Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 4
    5. 5. Cisco IBSG Horizons A Dual Imperative for Change Economic At-homepressures are experience constraining is improving growth rapidly, and customer behaviors are changing What’s needed: transformation of overall experience, not incremental growth among existing fans Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 5
    6. 6. Cisco IBSG Horizons Attendance Flat in the Face of Economic Uncertainty, Competition for Mindshare Fans who have decreased frequency of attendance over past two years “somewhat” 29% or “significantly” (20% increased, 50% no change) Top two drivers for decreased attendance $$ were economic: higher ticket prices (65%) and lower disposable income (50%) Source: Cisco IBSG, 2012 N = 1,165 “stadium goers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 6
    7. 7. Cisco IBSG Horizons Fans Attend Live Sports for the Intangibles 0% 10% 20% 30% 40% 50% 60% 70% Enjoy the atmosphere of the venue 63% Fun pastime with friends / family 43%Passionate fan and want to show my support for my favorite 42% team / athlete Enjoy being part of the crowd or with fellow fans 41% Want to create memories of the sports experience (i.e., for 20% myself, for my kids) Watching from home does not give an authentic feel for the 19% game Attend because a friend / family member loves sports and 13% wants me to join them Usually attend only when I receive free tickets 6% Can see the team warm up / practice before game 5% Can get autographs / interact with athletes before and after 3% game It is helpful for my job (i.e., go to the game with 3% clients, colleagues) Other 1% Source: Cisco IBSG, 2012 N = 1,165 “stadium goers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 7
    8. 8. Cisco IBSG Horizons A Majority of Avid Fans Prefer To Consume Sports at Home 8.2 Level of satisfaction with the in-venue experience (out of 10) 8.3 Level of satisfaction with the at-home experience 57% Fans who would, on balance, prefer to watch sports at home Source: Cisco IBSG, 2012 N = 1,842Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 8
    9. 9. Cisco IBSG Horizons The “Single Seat Experience” Limits Fan Engagement 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sit too far from the action to see what is happening clearly 39% Limited opportunities to watch replays 32% Can only really watch a single view of the game 32% Hard to hear what is happening 17% Do not have detailed information about the game (e.g., statistics, box scores, player profiles) 15% Miss the action while away from my seat (e.g., using restroom, purchasing concessions) 9% Not able to access the Internet (or slow Internet connection) 6% Other 6% Hard to stay connected with other things happening in my life (e.g., keep tabs on kids at home) 4%Hard for me to interact with other fans or share the experience with friends 4% None of the above 20% Source: Cisco IBSG, 2012 N = 1,165 “stadium goers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 9
    10. 10. Cisco IBSG Horizons Technology Is Integral to the At-Home Experience… It is less expensive 68% Can “multitask” (i.e., take care of other things around the home while I watch) 34% Can watch replays 33% No traffic or parking delays 31% Can hear the announcers calling / explaining action 26% High-definition video viewing experience at home is good enough or better than event 22% Can watch at my convenience using my DVR 18% Can see coverage of other games 17% No lines for food / restrooms 17% Other 3% None of the above 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: Cisco IBSG, 2012 N = 1,044 “stadium goers” and “home viewers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 10
    11. 11. Cisco IBSG Horizons …and Underpins the In-Venue Experience of the Future HD video throughout the venue would 74% “somewhat” or “significantly” enhance the game-day experience 7 or higher (10-point scale) on importance of 56% HD video throughout the venue to overall game-day experience Source: Cisco IBSG, 2012 N = 1,842Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 11
    12. 12. Cisco IBSG Horizons Video Innovation Can Unlock Growth Opportunities... Somewhat or significantly more likely to leave their seats during play if HD video 36% displays were available throughout the venue Somewhat or significantly more likely to 28% attend if the venue offered HD video capabilities throughout Source: Cisco IBSG, 2012 N = 1,842Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 12
    13. 13. Cisco IBSG Horizons …Especially in Critical Fan Segments Home viewers “somewhat” or “significantly” 21% more likely to attend Share of premium fans* who would be 35% “somewhat” or “significantly” more likely to attend Share of premium fans* who would be willing 45% to pay higher ticket prices *Premium fans “always” or “often” buy season tickets, ticket blocks, or club-level / box seats Source: Cisco IBSG, 2012 N = 1,842Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 13
    14. 14. Cisco IBSG Horizons In-Venue Mobile Use Is Reaching an Inflection Point Fans who are “very likely” to have their 73% mobile phone with them in the venue Mobile connectivity is “somewhat” or “very 44% important” to overall venue experience Tablet owners who have already brought a 19% tablet device to an event Source: Cisco IBSG, 2012 N = 1,165 “stadium goers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 14
    15. 15. Cisco IBSG Horizons Mobile Is a Platform for Breakthrough Innovations in Fan Experience Send / receive text messages Take photos of the event Check scores or results Voice call with family or friends who are also in the venue or watching from home Keep track of highlights and scores from other games Access a social network to share the sports experience with others Access the Internet for a reason other than sports Record videos of the action Get information about the venue (e.g., parking, directions) Get detail on players or teams Connect to a Wi-Fi hotspot View pre-game or post-game content Have a video call with a friend / family member Get game commentary Watch replays Scan a bar code or QR code for a coupon / promotion Order or pay for something (e.g., sports jersey, beverage) 0% 10% 20% 30% 40% 50% 60% 70% 80% Already do this Interested in doing this Source: Cisco IBSG, 2012 N = 1,165 “stadium goers”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 15
    16. 16. Cisco IBSG Horizons Call to Action  Don’t be fooled: good enough, isn’t  Amplify the intangible—replicate the at-home experience in the venue  No “silver bullets” for growth—enable innovation on multiple fronts through connectivity For more information: http://cs.co/IBSG-SportsFan Source: Cisco IBSG, 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 16
    17. 17. Cisco IBSG Horizons For more information: http://cs.co/IBSG-SportsFanCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 17

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