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Fan Tracker | New global data service reveals the full picture about sports consumption

  • Fan Tracker: Media Consumption incorporates data from online surveys conducted by SMG Insight / YouGov
  • Analysis includes comparison of how smartphone sports media consumption changes by gender and age group
  • UK has the most male-dominated audience of fans using smartphones to follow sport

Over half of adult sports fans in 11 leading sports markets use smartphones to consume sports media, according to Fan Tracker: Media Consumption, a new data product from SportBusiness Group.

Fan Tracker: Media Consumption incorporates data from online surveys conducted late last year and earlier this year by SportBusiness Group’s research partner, SMG Insight / YouGov.

Over 1,000 adults were surveyed in 13 markets – Australia, Brazil, China, France, Germany, Great Britain, India, Italy, Japan, Russia, South Africa, Spain and the US.

The charts exhibit some of the data breakdowns available in the product – including analysis of how smartphone sports media consumption changes by gender and age group, and the locations at which fans are consuming the content.

Differences between the genders can only really be seen in France, where 28 per cent of female sports fans said they consume sport via mobile versus 51 per cent of male fans, and in Great Britain where the respective figures were 38 per cent and 58 per cent.

There are fairly big differences in behaviour between age groups in the different markets – 25-34-year-olds provide the largest proportion of sports fans using smartphones in Australia, Brazil, India, Russia and US. In contrast, the 55-and-overs are the largest proportion in France, Germany, Italy, Japan and Spain.

Perhaps counter-intuitively, the most popular location at which fans use smartphones for sport is at home. This applied in all 13 markets, with between 64 per cent (in Russia and China) at the low end, and 81 per cent (in Great Britain) at the top end, of fans using mobiles to consume sport in their home. Another lens through which Fan Tracker looks at the data is via index scores.

Applied to smartphone consumption, these quantify the extent to which the age groups and gender of sports fans using smartphones for sport differ from the group’s share of the overall adult population in each country.

A score of 100 indicates that the age or gender group is in exactly the same proportion as the overall population.

A deviation from 100 indicates that the group’s share is disproportionately large or small compared to its share of the general population.

The UK has the most male-dominated audience of fans using smartphones to follow sport, with men scoring 145 compared to 58 for women. In contrast, Chinese and Russian male and female smartphone sports media consumers, both with scores of 100, exactly match the overall population.

Fan Tracker: Media Consumption data covers:

  • What platforms are used to consume sport
  • How many people subscribe to pay-TV for sport
  • What social media platforms are most popular for consuming sport
  • What sports-related activities fans undertake on social media
  • What activities sports fans from across the world undertake on second screens while watching sport on TV …and much more
  • Click here for more

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