Study Purpose• Provide a detailed inventory of social media usage of avid fans of the NFL, MLB, NBA and College football and basketball• Gain a deep understanding of similarities and differences of consumers by their favorite leagues, channel usage, and demographic groups• Assess fan brand affinity for the automotive, spirits, insurance and financial service• Understand Social Media’s Impact on Fandom • For Fans • For Brands
Research Approach • Vision Critical conducted on an online survey among a sample of 2,111 avid sport fans: • 1,579 use social media sites to follow sports (“social media fans”) • 532 do not use social media sites to follow sports (“general fans”) • The total number of completes among leagues • College Basketball: 503 • College Football: 510 • MLB: 507 • NBA: 301 • NFL: 506Margin of error- Social media fans: +/- 2.5; General fans: +/- 4.2; All sports leagues except theNBA: +/- 4.4; NBA fans: +/- 5.6
TV is the Top Ranked Source of Information as well as the Most Trusted Primary Source Trusted Source Social Social General Media Media General Fans Fans Fans Fans Television 1.4 1.3 Television 1.5 1.5 Newspapers Newspapers 3.5 2.9 3.2 2.8 Websites (non-social Websites (non- 3.7 3.5 social media) 3.6 3.6 media) Radio 3.8 3.4 Radio 3.7 3.4 Social Media Social Media 3.8 5.5 4.4 5.6 Magazines 4.8 4.4 Magazines 4.5 4.2 N=1,579 N=532 N=1,579 N=532What are your primary sources of [SPORT] related information? (Rank 1-5)What do you consider your most trusted sources of [SPORT] related information? (Rank 1-5)
Facebook is the Dominant Social Media Source but Not Necessarily the Most Impactful Facebook 80% Youtube 30% Twitter 23% Four Square 4% SCVNGR 3%Which of the following, if any, social media sites do you use to follow and/or discuss......?
Fans who use Location Based Services Partake in More Engaging Behaviorswith Leagues, Players, and Brands •More likely to participate in a fantasy league •More likely to use tablets and smartphones •More likely to use mobile solutions to fill content voids •Say they are bigger fans since started using social media •More likely to use social media during game •Spend more time watching sports since started using social media •More likely to purchase brand mentioned by athletes
NCAA Basketball Fans are the Most Digitally Connected Coll. Basketball Coll. Football NBA MLB NFL Facebook 76% 79% 76% 82% 85% YouTube 39% 33% 39% 27% 18% Twitter 28% 25% 27% 23% 16% Flickr 11% 7% 4% 4% 3% Four Square 8% 6% 2% 3% 0 SCVNGR 6% 5% 4% 2% 0 • More likely to use any social media channel (except FB) • Most likely to use mobile solutions • Say they are bigger fan since started using suing social media • Spend more time watching sports since started using social media • More likely to use social media to stay connected to far away favorites • More connected to teamWhich of the following, if any, social media sites do you use to follow and/or discuss......?
Fans Primarily use Social Media Tools After the Game Post-game- to discuss or analyze the game once it is over: 58% During the game- getting immediate feedback and connections with friends and other fans: 23% Pre-game- to discuss expectations, match-ups and stats for your favorite team: 19%At which ONE of the following times would you say that you would use social media the most while following the [SPORT]?
Fans Primarily use Social Media Tools After the Game Game Day Usage Before the game During the game After the gameTwitter 47% 49% 55%Facebook 40% 40% 65%YouTube 22% 21% 63%Four Square 29% 52% 34%SCVNGR 37% 50% 36%Sports blogs (such as Deadspin or ShutdownCorner) 10% 12% 24%Official message boards (such as Extremeskins.comor Packerchatters.com) 9% 10% 18%Thinking about game day which of the following, if any, do you use before, during, and after sport games?
Young, Non-White Fans are More Mobile and Social than other Demographic Groups More likely to: • Participate in fantasy leagues • Use and trust social media • Use any social media channel • Use mobile solutions to fill content voids • Use social media during games • Say they are a bigger fan since using social media • Spend more time watching games since using social media • Be interested in athletes’ personal life, travel and brands preferences
Athlete Product Mentions on Social Channels Drive Purchase 55% Of respondents are more likely to purchase a brand that their favorite athlete mentions of Twitter or FacebookHow much more likely would be to purchase a brand that your favorite athlete mentions of Twitter and/or Facebook?
Fans who use Social Media are More Passionate and Engaged • 70% of avid sports fans feel more connected to their team • 57% say they’re more engaged with their favorite sport • 57% say favorite brands are better able to reach them because of more targeted social media messages and promotions • 40% say they are bigger fans Total SM Fans Age 18-34 Young Non-white Bigger 40% 53% 71% N=1,579 N=353 N=99Please indicate your level of agreement with the following statements below…How much bigger of a [SPORT] fan are you now since you started sharing information and following the [SPORT] using social media?
Summary of Key Findings• TV is by far the top ranked information source as well as the most trusted• Facebook is the dominant social media source, but fans who use location-based services (SCVGNR, foursquare) participate in more engaging behaviors with leagues, players, and brands• NCAA Basketball fans are the most digitally connected• Fans primarily use social media tools after the game• Young, non-white fans are more mobile and social than other demographic groups• Athlete brand mentions on social media channels drive purchase• Fans who use social media are more passionate and engaged fans
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