The use of mobile devices and social networks among Australian sports fans continues to grow with online overtaking print media for the consumption of sports content for the first time.
The Know The Fan – The Global Sports Media Consumption Report 2014 produced by Perform, Kantar Media and SportBusiness Group revealed the statistic along with others shared via the infographic below.
According to the report, approximately four out of ten Australian fans use mobile devices to follow sport in 2014. This represents an increase from just 28% consuming via this method in 2012. The study also shows that 62% of fans in Australia follow sport online, with penetration increasing from 55% in 2012, overtaking print media (57% in 2014).
The majority of online fans access content via a computer or laptop computer, equating to 59% of sports fans that do this. Smartphones are more widely used than tablets amongst the 41% of fans that follow sport via a mobile device, with 33% of all fans using a smartphone and one in five using a tablet computer to consume sport. Television continues to be the most popular medium for content consumption, used by almost all fans to follow sport.
42% of fans in Australia state that they have used a second screen device such as a computer, laptop computer, smartphone or tablet whilst watching sport on TV. Fans that use a second screen typically use these devices for two-three different activities.
Amongst the sports content that is accessed on a second screen, following live text commentary of other matches/ events being played is the most popular by a considerable margin, with one in two second screen fans claiming to do this. One in three second screen fans will watch sports content on these devices, with clips/highlights currently more popular than watching another live match.
One in three fans in Australia follow sport on social networking platforms, representing an increase from the 23% of fans who used this method in 2012. The time spent following sport via this method has remained consistent this year at just over one and a half hours per week. Facebook (78% of social sports fans) continues to be the most popular platform used, followed by YouTube (48%). Twitter and Google+ are used by approximately one in six social fans to follow sport.
Approximately one in four fans that use social networking platforms to follow sport in Australia share content from a team / league’s page or sports pictures. Short clips are the most popular video content that is shared on these platforms.
Alex Peebles, managing director, Perform Australia and New Zealand, said: “The results of the 2014 Know The Fan report in Australia reflect the rapidly evolving media landscape, and match what we are seeing across the globe, with sports fans continually looking to digest content on the move and as it happens. While it is no huge surprise, it is still a landmark year as we see online consumption in Australia overtake print for the first time. The 2014 report again provides the insight on which to build and develop a successful approach to today’s connected sports fan.”
The Know The Fan report shows how, over four years, fan engagement with sport has continued to evolve. In 2014, social media consumption of sport has also continued to grow in the majority of markets previously surveyed. With the number of devices available, this years report also looks at the content accessed by fans on second screens whilst they are watching sport on TV.
The report covers 16 global markets, 14 of which – Australia, Brazil, China, France, Germany, Great Britain, India, Indonesia, Italy, Japan, Russia, Spain, Turkey and the US – were monitored last year, whilst South Africa and the UAE are covered for the first time in 2014. In all markets 1,000 interviews were conducted online in February 2014. Combined, the total sports fan population across the 16 markets surveyed is representative of upwards of one billion people.
The fourth annual report into sports media consumption aims to provide a further snapshot of how fans are consuming sports content in an increasingly diverse media landscape. The report continues to cover a wide range of media (TV, print media, radio, online, social), a wide range of devices (televisions, connected TVs, mobiles, tablets, computers, laptop computers) and a wide range of sports content formats (video, data, editorial, news) in an attempt to fully understand what, where, who and how sports fans are consuming sports media.
NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]
Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]
Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]
Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]
SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]
Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]
Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]
Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]
The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]
To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]
KIA's marketing boss coy on how much all these stars cost. Was even more coy on the bar tab at the end of the shoot...
With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]
Rolling Stone Australia publisher The Brag Media has today unveiled a stellar list of nominees for the 2024 Shure Rolling Stone Australia Awards, which return to Sydney on Tuesday, March 26, with a star-studded party to celebrate Aussie music. For the first time, the 2024 edition of the awards will take place at Ivy Sydney […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]