Survey reveals the role sport has in people’s lives

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22nd February 2016 10:23 - Sport, Leisure and Tourism

A recent sports market research survey by ESPN has explored the role that sport has in people’s lives in the United Kingdom.Survey reveals the role sport has in people’s lives

The survey revealed that the average UK sports fan spends 7 hours 24 minutes following sport in an average week, in comparison with the 5 hours and 24 minutes they spend on social media, 5 hours and 12 minutes they spend doing housework and the 4 hours and 30 minutes they spend exercising.

The ESPN survey - which is bi-annual - aims to gain insight into the ever-changing preferences and habits of sports fans in the United Kingdom.

According the market research, 87 per cent of the respondents rely on their smartphones for sports news. As well as this, ESPN also discovered that in December 2015, 71 per cent of ESPN’s audience came from mobile, an increase on January 2015, when the rate was 58 per cent.

The survey discovered that 77 per cent of British sports fans watch sport on tablets, an increase of 87 per cent since 2011. The increase in the use of mobile devices for consuming sport correlates with the decline in print newspapers as a source for regular sports news and updates. The survey data highlights that just 23 per cent of sports fans regularly read a newspaper on a regular basis – a decline from 47 per cent four years ago.

The increasing importance of smartphones to sports fans is illustrates by the fact that 19 per cent use their mobile phone to watch, listen to or check live sport daily, whereas 36 per cent use it to follow sport news every day.

The market research findings also indicate that there is a correlations between technology and sports, with 49 per cent claiming to love owing the latest gadget. The most in-demand item amongst sports fans was a new smartphone, with 40 per cent of the same planning to upgrade their smartphone in the next 12 months.

General Manager and Vice President of ESPN EMEA, Charly Classen, said of the market research findings:

“Sports fans spending more and more time on mobile devices won’t be a surprise to many people. What perhaps is surprising is the amount of time they are spending following sport while increasingly consuming that content on the move.

More than ever, we build our digital products and create our content with mobile as the first use case, and then adapt across all others. We do that because we believe it’s the best environment for our fans and for advertisers looking to reach an immensely engaged audience.”

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