Your SlideShare is downloading. ×
0
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Yahoo! A closer look at the Olympics and sports
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Yahoo! A closer look at the Olympics and sports

473

Published on

With only a few months to go, you'll find out what UK consumers are looking forward to with the Olympics. Which sports, and what they want online. Also a wider summary of Brits love of sports as the …

With only a few months to go, you'll find out what UK consumers are looking forward to with the Olympics. Which sports, and what they want online. Also a wider summary of Brits love of sports as the spectator, not the player!

Published in: Sports, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
473
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Blue black red yellow green
  • BUT NOTE HOW MANY MEN ENGAGE IN ‘FEMALE’ PASSIONS – SPENDING ALL MONEY TARGETING WOMEN IN THESE AREAS BUT WHAT ABOUT MEN WITH SAME INTERESTS?Technology the clear stand out passion of men vs. women. To a lesser extent finance, politics and investment. Given realm of the internet – operating in a digital space and big techie cues, this obviously has big implications for how men interact with the medium. ALL FACTORS POINTING TOWARDS CHANNEL BEING RIGHT BUT CONTENT NEEDING TO BE TWEAKED. NOTE how although women outscore men on matters of family life and personal appearance, scores for me remain HIGH – symbolic of this ‘male brand stretch’… the increasing of the male footprint to beyond what any generation previously has lived by.
  • BUT NOTE HOW MANY MEN ENGAGE IN ‘FEMALE’ PASSIONS – SPENDING ALL MONEY TARGETING WOMEN IN THESE AREAS BUT WHAT ABOUT MEN WITH SAME INTERESTS?Technology the clear stand out passion of men vs. women. To a lesser extent finance, politics and investment. Given realm of the internet – operating in a digital space and big techie cues, this obviously has big implications for how men interact with the medium. ALL FACTORS POINTING TOWARDS CHANNEL BEING RIGHT BUT CONTENT NEEDING TO BE TWEAKED. NOTE how although women outscore men on matters of family life and personal appearance, scores for me remain HIGH – symbolic of this ‘male brand stretch’… the increasing of the male footprint to beyond what any generation previously has lived by.
  • SPORTS ARE CONTENTIOUS – we’ve seen that many hate it but there are also large numbers who love it. No difs across age and country in terms of WATCHING but vast differences regarding PLAYING
  • F2
  • F1. Relating to sport, can you tell us when you last did each of the following activities listed below? Base: Men – 1163 UK+ F3 which of the following have you used the internet for regarding sport and when?The consumption of sport via the digital channel is fundamental to the overall fan experienceThe presence of online is becoming more so for sport than your traditional media, particularly for reading about sport. Sport can be accessed online 24/7 as well as constantly having the latest information, giving MBDs the ability to read about it whenever and wherever, unlike newspapers and magazines. Men in the UK are more likely to use the internet to watch/follow or read about sports. In the last monthWatched a live sports event on TVMale80.5 %UK Men84.2 %French Men72.8 %German Men77.2 %Italian Men85.1 %Spanish Men89.3 %16-2475.8 %25-3481.9 %35-4481.0 %45-5483.4 %Read about sports in a print newspaper or magazineMale76.6 %UK Men82.5 %French Men68.0 %German Men72.3 %Italian Men81.7 %Spanish Men85.5 %16-2472.5 %25-3477.2 %35-4476.9 %45-5480.0 %Watched / followed a live sports event onlineMale53.5 %UK Men66.7 %French Men46.0 %German Men39.2 %Italian Men64.8 %Spanish Men65.6 %16-2460.1 %25-3457.4 %35-4449.8 %45-5445.8 %Read about sports onlineMale80.8 %UK Men88.6 %French Men73.5 %German Men73.6 %Italian Men88.2 %Spanish Men88.6 %16-2477.2 %25-3482.6 %35-4481.6 %45-5481.5 %
  • S1. Are you...? S2. How old are you?Base: Men – 8014 Our sample was 80/20 biased to men and by comparing to women we can better understand what makes a man a man and different from a woman. Samples are weighted to the internet universe to be nationally representative of the EU internet populationSurvey from Jan-Feb 2011Total survey was run across 6 countries with a sample of over 15,000 people
  • Transcript

    • 1. Olympics, the greatestgame on Earth
    • 2. Women more interested in Olympics than men 70% 60% 50% 40% 30% 20% 10%F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+
    • 3. Over half will turn to the internet for Olympic coverage 70% I will be watching all of the Olympics coverage when it is on 72% 68% 52% I’ll use the internet to follow the Olympic coverage 53% 51% % Agree 44% I keep a look out for news about the Olympics 46% 40% 37% I am up to date with what is happening at the Olympics 40% 30% Total UK 31% UK Men I am only interested in how well my national team performs 32% 29% UK WomenTotal Base: 552, Men: 342 ,Women: 210, M2. ..on the Olympics, as they are coming to London in 2012. To what extent do you agree with the following statements relating to watching the Olympics?
    • 4. Keeping track of the leagues tables is most importantInternet usage during the Olympics 59% Checking the medal tables 59% 58% 52% Reading reports of what has been going on 53% 51% 52% Your national team updates 53% 50% 51% Getting the latest news from websites 53% 49% 46% Watching major highlights from the games 52% 37% 43% I will use a variety of sources for information about the games 47% 38% 32% Total UK The build up to the Olympics 36% 26% 31% UK Men Watching live video of the games 36% 23% 23% UK Women Hidden/gossip articles regarding athletes and teams 19% 30% 17% Watching archived footage of previous Olympic games 20% 11%Total Base: 552, Men: 342, Women 210, M3. During the Olympics, which of the following will you use the internet for?
    • 5. Athletics and gymnastics lead Olympic interest Olympic events likely to follow 90% 80% Total UK 70% 60% UK Men 50% UK Women 40% 30% 20% 10% 0%Total Base: 552, Men: 342, Women 208. M4. Which of the following Olympic events are you likely to follow at the 2012 Olympics?
    • 6. Go for gold!! British men are most optimistic for team GB! 59% More medals 64% 50% 19% The same amount 17% 22% Total UK 12% Less medals 13% UK Men 11% UK Women 11% Dont know 6% 17%Total Base: 552, Men: 342, Women: 210. M7. Do you think the Great Britain team will win more, the same or less gold medals than the 2008 Beijing Olympics?
    • 7. Olympic momentsM5 - Can you please tell us your most inspirational/memorable Olympic moment?
    • 8. Sports... aspectators game
    • 9. Football tops for men’s sporting love 70% 60% 50% 40% 30% 20% 10%F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+
    • 10. Other British sporting favourites...F4 - Can you please type in below any other sports not shown here that you are interested in:
    • 11. Sport is escapism, more watching than playing 40% 61% 32% USE SPORT TO LOVE LOVE PLAYING ESCAPE FROM WATCHING SPORTS EVERYDAY LIFE GERMAN MEN = 43% MORE 16-24 YR OLDS = 45% LOVE LIKELY TO LOVE PLAYING SPORT PLAYING SPORTS THAN UK MEN LOWEST IN EU (EU AVG. = 66%)B2. Can you tell us which of the following hobbies, interests or subjects you love or loathe? F2. To what extent do you agree with following statements about sport?Base: All men (2382), All those interested in sport (1163 UK men)
    • 12. All ages are affected by fitness and looks 42% 24% 42% NOT HAPPY PLAYED NOWHERE WITH THE SPORT IN THE NEAR IDEAL WAY THEY LAST WEEK FITNESS LOOK OVER 1 IN 7 MEN Who are unhappy with themselves... turn to the internet for helpD1. How close do you feel you are to achieving the following goals / aspirations in your life? D2. Out of the following goals/aspirations that you feel you have yet to achieve, which do you think theinternet could help you with? UK Men 2382
    • 13. Internet an essential link to sport 55% 57% 78% ESSENTIAL HAS SPORTS PROVIDES 24/7 KEEPING UP TO INFORMATION SPORTS DATE ONLINE UNAVAILABLE INFORMATION WITH SPORTS ELSEWHEREF2. To what extent do you agree with the following statements relating to sport? Base: Those interested in sport (1163 UK men)
    • 14. A week in the life of a male sports fan... LC amend Read about sports online Sources: trusted and reliable a must 78% 55% in the last day vs. 46% 65% agree print Watched/followed a live sports Shared sports content with others event online 50% 49% Used an illegal streaming site to Watched sports videos / highlights watch sport 45% 13% Only 8% PPV (pay per view) for a sporting event, in the last weekF1. Relating to sport, can you tell us when you last did each of the following activities listed below? F3 which of the following have you used the internet for regarding sport and when?Base: Those interested men in sport (1163 UK men)
    • 15. The social side of sports online, in the last week 44% 44% AGREE SPORTS 26% READ OTHER HELP ME POSTED OWN SPORTS FAN CONNECT COMMENTS COMMENTS WITH OTHER PEOPLEF3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the lastweek, unless otherwise stated. Sample UK men 1163
    • 16. Getting interactive with sports, in the last week 22% 13% PLAYED IN 18% WATCHED LIVE FANTASY PLACED A SPORTS FOOTBALL SPORTING BET ONLINE AT THE LEAGUE OFFICE! OVER 50% Have ever watched live sports coverage online while at workF3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the lastweek, unless otherwise stated. Sample UK men 1163
    • 17. Sports on the move... with mobile? Or stationary... ACCESSED ONLINE 46% 24% SPORTS INFO MEN WOMEN VIA MOBILE 2 SCREENING = 15% Followed event on my mobile whilst watching it liveF3 which of the following have you used the internet for regarding sport and when? Sample based on in the last month. Base: Those interested in sport (1163 UK men, 192 women)
    • 18. MBD: men behaving digitally • ABOUT: • Men behaving digitally (MBD) is an in depth look at how much digital touch points are changing behaviour. From how we communicate, run our homes, connect with our passions, aspirations and also the darker side of expression on the web • FIELDWORK • conducted Jan – Feb 2011 • SAMPLE • EU5 sample: 15,109. 1/3 nationally representative internet sample, 2/3 onsite Yahoo! respondents • UK, Germany, France, Spain, Italy • Standalone country data for Ireland (sample 1285) • WEIGHTING: • All data weighted to the comScore internet universe and EU figures weighted to be representative of the EU5 internet population based on comScore profiles • FURTHER CONTACT • Laura Chaibi, Director of Research • Paul Hardcastle, Head of Consumer Research
    • 19. MBD: sample composition EU: 15,109 people men aged 16-54 80% 20% men women 23% 25% 28% 24% 16-24 25-34 35-44 45-54Yahoo! MBD: Men behaving digitally March 2011

    ×