Post PC Era: English Premier League & MobilesNovember 2012
Research Objective:  To understand the global  popularity of the Premier League and how fans watchgames, access football n...
Methodology• 7,340 mobile users completed a survey  via the mobile Internet• Study covers UK, US, Indonesia, South  Africa...
Summary•    37% of global mobile media users follow the English Premier League, and the game is even     more popular in S...
37% of global                              mobile media users                              follow the Premier             ...
Premier League football has a global following and is even morepopular in South Africa, Saudi Arabia and Qatar than in the...
Who follows the Premier League?                                                                           61% Smartphone o...
Premier League viewing habits
71% of UK mobile media users who follow the Premier League,use their mobile to access football news, equal to TV usage    ...
On a global level over half use their mobile to access football news+29ppts more than using a PC/laptop                   ...
In the growth nations of Indonesia, China and Brazil mobiles areactually the most popular devices for accessing football n...
20% of global                     mobile media users who                          follow the Premier                      ...
TV is the most popular device to watch football on, but mobile is thesecond choice in most countries, with usage likely to...
Sponsorship of the Premier League
Barclay’s association amongst Premier League fans is high in the UK, butlow in Saudi Arabia where it’s actively followed. ...
On a global level Barclay’s association is still relatively high, but 9%don’t associate the sponsorship with any brand and...
Summary•    37% of global mobile media users follow the English Premier League, and the game is even     more popular in S...
On Device Research
On Device Research uses                 the mobile Internet to                gain access to consumer                  opi...
We make mobile research work…
Some of our clients
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Post PC Era: English Premier League Football and Mobile

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This presentation looks at the global popularity of the English Premier League and how football fans watch games, access football news, and which brands they associate with the sponsorship of the Premier League

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Post PC Era: English Premier League Football and Mobile

  1. 1. Post PC Era: English Premier League & MobilesNovember 2012
  2. 2. Research Objective: To understand the global popularity of the Premier League and how fans watchgames, access football news, and which brands theyassociate with its sponsorship
  3. 3. Methodology• 7,340 mobile users completed a survey via the mobile Internet• Study covers UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia• Not nationally representative, but representative of mobile Internet users
  4. 4. Summary• 37% of global mobile media users follow the English Premier League, and the game is even more popular in South Africa, Saudi Arabia and Qatar than in the UK.• 71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage.• In some of the growth markets including Indonesia, Brazil and China, mobile is also the preferred channel for accessing football news.• TV is the main method for Premier League fans to watch games, however mobile is the second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.• Currently 24% of UK mobile media users who follow the Premier League, watch football on their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor. However affiliation declined outside the UK, even in countries where it’s actively followed.• Instead sponsorship was associated with other global brands or there was no association at all – this presents opportunities for global brands who want to be affiliated with football.
  5. 5. 37% of global mobile media users follow the Premier League7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,India, Brazil, China and Saudi Arabia. September 2012
  6. 6. Premier League football has a global following and is even morepopular in South Africa, Saudi Arabia and Qatar than in the UK Follow Premier League football 50% 49% 42% 41% 40% 39% 33% 28% 25% 21% South Saudi Qatar UK India Indonesia Mexico China Brazil US Africa Arabia 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  7. 7. Who follows the Premier League? 61% Smartphone owners65% aged 18-34 20% own an Android 84% male 17% iPhone 12% Blackberry 90% feel their mobile phone is important to them 48% are heavy mobile Internet users 29% medium Internet users 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  8. 8. Premier League viewing habits
  9. 9. 71% of UK mobile media users who follow the Premier League,use their mobile to access football news, equal to TV usage UK mobile Internet users who follow the Premier League 71% 71% 40% 37% 29% 13% Which devices do you use to access news and information about football on? 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  10. 10. On a global level over half use their mobile to access football news+29ppts more than using a PC/laptop Global mobile Internet users who follow the Premier League 62% 55% 29% 26% 16% 11% Which devices do you use to access news and information about football on? 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  11. 11. In the growth nations of Indonesia, China and Brazil mobiles areactually the most popular devices for accessing football news Global mobile Internet users who follow the Premier League Which devices do you use to access news and information about football on? TV Mobile phone Desktop / Laptop80% Tablet Radio Newspaper / Magazine70%60%50%40%30%20%10% 0% Indonesia China Brazil South India US Saudi Qatar Mexico Africa Arabia 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  12. 12. 20% of global mobile media users who follow the Premier League, watch football on their mobile7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,India, Brazil, China and Saudi Arabia. September 2012
  13. 13. TV is the most popular device to watch football on, but mobile is thesecond choice in most countries, with usage likely to increase with 4G Global mobile Internet users who follow the Premier League What device do you watch the premier league football on? 24% of UK fans120% watch matches TV Mobile phone Desktop / Laptop Tablet on their mobile100% 80% 60% 40% 20% 0% UK Indonesia South US Mexico Qatar India Brazil China Saudi Africa Arabia 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  14. 14. Sponsorship of the Premier League
  15. 15. Barclay’s association amongst Premier League fans is high in the UK, butlow in Saudi Arabia where it’s actively followed. Instead they associatesponsorship with other global brands or there is no brand affiliation Global mobile Internet users who follow the Premier League Who do you think sponsors the Premier League? No brand association UK 89% 4% 2% 1% 1% Indonesia 73% 7% 1% 6% 2% South Africa 60% 12% 12% 2% 9% US 50% 18% 5% 8% 6% Mexico 38% 17% 17% 7% 5% Qatar 31% 21% 4% 12% 9% India 27% 26% 1% 6% 13% Brazil 15% 16% 38% 18% 0% China 15% 34% 5% 7% 7% Saudi Arabia 10% 16% 2% 16% 34% 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  16. 16. On a global level Barclay’s association is still relatively high, but 9%don’t associate the sponsorship with any brand and this presentsopportunities for brands who want to be affiliated with football Global mobile Internet users who follow the Premier League Who do you think sponsors the Premier League? 45% 16% 8% 9% 7% 4% 4% 4% Barclays Coca-Cola Heineken Sony EA Sports Adidas MasterCard No brand PlayStation association 7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
  17. 17. Summary• 37% of global mobile media users follow the English Premier League, and the game is even more popular in South Africa, Saudi Arabia and Qatar than in the UK.• 71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage.• In some of the growth markets including Indonesia, Brazil and China, mobile is also the preferred channel for accessing football news.• TV is the main method for Premier League fans to watch games, however mobile is the second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.• Currently 24% of UK mobile media users who follow the Premier League, watch football on their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor. However affiliation declined outside the UK, even in countries where it’s actively followed.• Instead sponsorship was associated with other global brands or there was no association at all – this presents opportunities for global brands who want to be affiliated with football.
  18. 18. On Device Research
  19. 19. On Device Research uses the mobile Internet to gain access to consumer opinions at any time, place or countrySo far we’ve sent over 2.3 million surveys across 53 countries. To ask your own questions contact us: info@ondeviceresearch.com
  20. 20. We make mobile research work…
  21. 21. Some of our clients

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