olympics report from radiumone

© MindMover 2016

In partnership with

OLYMPIC FANS & TECHNOLOGY 2016

© MindMover 2016

Agenda

Overview – background and methodology

2

3

4

1

5

6

Interest in sports

Defining Olympic fans

Attitudes towards Olympics 2016

Engagement with Olympics 2016

Brand association

Device usage among Olympic 2016 fans 7

8 Sharing and Consuming Olympic 2016 content

9 Summary

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4

Overview Background & Methodology

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Overview

To maintain it’s leading position, RadiumOne commissioned

MindMover to undertake research to:

§  Gain an understanding of Olympic 2016 fans

§  Understand the role technology will play in the Rio games

§  Isolate potential sales avenues for RadiumOne in relation to the

upcoming event

Research was needed to provide the insight, which will be used to help drive new business conversations

This research was designed to measure:

•  Olympic fans attitudes and

behaviours

•  Media consumption across multiple channels

•  Usage of different platforms to share information with friends and

family •  Perceptions of brands associated

with the Olympics 2016

Research objectives Background

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Research Methodology

10 minute online survey among UK

adults aged 16+

Recruited from the MindMover Connect panel

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7

Defining Olympic Fans

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Defining Olympic 2016 Fans

MindMover interviewed 1,797 UK adults about how “interested” they were in the upcoming Olympics 2016 in Rio de Janeiro

We classified everyone who selected 5 to 10 on the interested scale as “fans”.

31% not interested in the Olympics 2016 (0-4)

69% interested in the Olympics 2016 (5-10)

% of Olympic 2016 fans in the UK

S1. Using the scale provided, please indicate how interested you are in the upcoming Olympics 2016 in Rio de Janeiro in Brazil. Base: All respondents (incompletes and completes) that started the Olympic survey (1797)

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Of those interested in the Olympics 2016, over half of the respondents can be defined as Engaged or Obsessed Olympic fans

Obsessed Olympic fans

Engaged Olympic fans

Light Olympic fans

5-6 on interested scale 7-8 on interested scale 9-10 on interested scale

34% 42% 24%

S1. Using the scale provided, please indicate how interested you are in the upcoming Olympics 2016 in Rio de Janeiro in Brazil. Base: All respondents (incompletes and completes) that started the Olympic survey (1797)

Defining Olympic 2016 fans

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Not surpr is ingly, Obsessed fans are more upmarket and London based

Profiling of Olympic 2016 fans



Light Olympic fans

58%

64%

Average salary £34k



Living in Greater London

Living in the South East

49% 51%

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11

Interest in Sports

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Most respondents are fans of athlet ics, footbal l and tennis

1st 2nd 3rd 4th 5th

67%

Athletics

51%

Football

50%

Tennis

49%

Gymnastics

45%

Aquatics

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); Athletics (674); football (510); Tennis (496); Gymnastics (490); Aquatics (444)

Top 5 Sports

45-54 year olds significantly more likely to be fans of

athletics


football

75+ year olds directionally more likely to be fans of

tennis

55-64 year olds directionally more likely to be fans of

gymnastics


gymnastics

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55+ male respondents are fans of athlet ics, whi le gymnastics and aquatics are more popular among female respondents

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000) male (500); female (500); 16-34 (273); 35-54 (339); 55+(387)

Top 5 sports by demographics Gender

Age

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9 in 10 footbal l fans are extremely interested in the UEFA Euros in 2016

S3. How interested are you in the UEFA Euro 2016 championship? Base: All respondents 16 and over, interested in Olympics 2016 and fans of football (510)

Interest in UEFA Euro 2016 Championship

Light Olympic fans



61% 91% 97%

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15

Attitudes & Engagement With Olympics 2016

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A s igni f icant ly h igh proport ion of fans agree that the Olympics br ings the country together. 7 in 10 respondents disagree that they watch Olympics because thei r

partner/fami ly watch i t

B1. To what extent do you agree with the following statements about the Olympics? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

General attitudes towards the Olympics 2016

82%

73%

62%

18%

14%

15%

21%

22%

38%

16%

3%

6%

16%

44%

70%

I like how the Olympics brings the country together

I enjoy watching the Olympics even when I’m not familiar with the teams or sports

I only follow particular Olympic sports

I am more likely to engage with the Rio 2016 than I did with London 2012

I only watch the Olympics because my partner/family watches it

Agree Neither agree nor disagree Disagree

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While obsessed fans are s ignif icantly more l ikely to watch the Olympics even if they are not famil iar with the teams or sports, l ight fans are directional ly

more l ikely to only fol low part icular Olympic sports

Obsessed Olympic fans Engaged Olympic fans Light Olympic fans

I enjoy watching the Olympics even when I’m not familiar with the teams or sports 88% 77% 47%

I only follow particular Olympic sports 57% 63% 70%

I only watch the Olympics because my partner/family watches it 17% 11% 16%

I like how the Olympics brings the country together

89% 82% 71%

I am more likely to engage with the Rio 2016 than I did with London 2012

29% 15% 7%

B1. To what extent do you agree with the following statements about the Olympics? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); Obsessed (335); Engaged (424); Light(240)

General attitudes towards the Olympics 2016 by fans

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Olympic 2016 sports likely to watch

Athlet ics , footbal l and gymnast ics are the most popular must see sports for Olympics fans, whi le weight l i f t ing, wrest l ing and sai l ing are most l ike ly to be watched i f they

are on

50%

38%

38%

29%

22%

19%

18%

17%

15%

15%

46%

28%

39%

33%

39%

22%

20%

34%

18%

27%

25%

25%

33%

30%

47%

32%

31%

38%

27%

42%

Athletics

Football

Gymnastics

Tennis

Aquatics

Boxing

Rugby sevens

Triathlon

Golf

Rowing

B2. Which of the following Olympic 2016 sports are you likely to watch? Base: All respondents 16 and over, interested in Olympics 2016 (1000)

12%

12%

11%

11%

11%

11%

10%

10%

9%

9%

22%

28%

25%

18%

17%

17%

21%

18%

12%

18%

40%

43%

45%

47%

44%

38%

41%

38%

34%

41%

Equestrian

Cycling

Modern pentathlon

Badminton

Table tennis

Shooting

Volleyball

Weightlifting

Wrestling

Sailing

Will try to watch every game/event

Will make an effort to watch

Will watch if it’s on

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Of the top 10 sports ident i f ied, obsessed Olympic fans are most l ike ly to watch 6 of 10 sports ; ath let ics , tennis and aquat ics in part icular

15%

15%

17%

18%

19%

22%

29%

38%

38%

50%

Rowing

Golf

Triathlon

Rugby sevens

Boxing

Aquatics

Tennis

Gymnastics

Football

Athletics


Olympic 2016 sports likely to watch every game/event – top 10 sports

*Displaying sports scoring 15%+

64% 43% 21%

43% 38% 17%

42% 33% 37%

42% 20% 11%

32% 13% 16%

25% 16% 7%

22% 16% 10%

24% 12% 12%

20% 12% 8%

21% 11% 6%


Engaged Olympic

fans

Light Olympic

fans

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11% 8% 7% 12% 18% 17% 14% 19% 10% 11%

20% 21% 19% 22% 23% 24% 19% 18% 22% 16%

17% 20% 24% 19% 17% 17% 19% 18% 21% 18%

16% 14% 14% 11% 18% 17% 16% 16% 14% 21%

12% 13% 15% 14% 14% 14% 15% 15% 14% 17%

12% 9% 12% 12% 9% 6% 10% 7% 9% 10%

12% 16% 8% 10% 2% 4% 8% 6% 10% 7%

Rowing Golf Triathlon Rugby sevens

Boxing Aquatics Tennis Gymnastics Football Athletics

75+

65-74

55-64

45-54

35-44

25-34

16-24

45-64 year olds s ignif icantly more l ikely to watch every athlet ics event


Olympics 2016 fans are likely to watch every game/event – top 10 sports by age

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Olympic 2016 sports likely to watch – top 5 sports

Most Olympic fans are l ikely to watch every athlet ics game/event and over a third wi l l make an effort to watch gymnastics and aquatics

50%

38%

38%

29%

22%

46%

28%

39%

33%

39%

25%

25%

33%

30%

47%

Athletics

Football

Gymnastics

Tennis

Aquatics

Will try to watch every game/event




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Over half of fans agree that Rugby Sevens and Golf are excit ing addit ions to the Olympic program; with male fans s ignif icantly more l ikely to agree

51% agree that this is an exciting

addition to the Olympics program 58% 44%

B2a. For the Olympics 2016, Rugby Sevens and Golf have been added to the programme. To what extent do you agree that these sports are an exciting addition to the Olympic program? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); male (500); female (500); 16-34 (273); £40k+ (191)

Younger fans (16-34 y/o)

and fans earning £40k+

more likely to agree

Addition of Rugby Sevens and Golf to the Olympics (%agree)

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23

Engagement With Olympics 2016

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Most fans wi l l watch the opening ceremony & the sport ing events/games and also support team GB in the Olympic 2016

71%

66%

66%

60%

58%

56%

49%

34%

26%

17%

16%

13%

11%

8%

6%

4%

Watch the opening ceremony

Watch sporting events/games

Support team GB

Watch the closing ceremony

Follow Olympic news

Watch highlight shows

Talk about the Olympics with friends or family

Read articles in newspapers/magazines

Read articles online (excluding social media)

Listen to the Olympics on the radio

Consume Olympic related content on social

Share Olympic related content on social media

Share Olympic related content with friends or

Support another team (not team GB)

Buy Olympic memorabilia, e.g. team kits, hats,

None of these

B3. Which of the following do you think you will you do in relation to the Olympic 2016 games? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

9 in 10 obsessed

Olympic fans will watch Olympic

content!

Engagement with the Olympics 2016

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Evenings and afternoons are the most popular t imes to watch Olympics 2016

B4. There will be many different ways you will be able to watch the Olympics 2016. For each of the following devices, please select what times you'll be using them to watch Olympic 2016 content on? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics (881)

Most popular time to watch Olympics 2016

43% 40%

48%

61%

82%

47% 50%

57%

65%

73%

95%

68% 73%

79%

85% 88%

95%

82%

Breakfast (6am – 9am)

Morning (9am – 12noon)

Lunch time (12noon – 2pm)

Afternoon (2pm - 6pm)

Evening (6pm – 10pm)

Late night (after 10pm)

Light Olympic fans Engaged Olympic fans Obsessed Olympic fans Overall

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With 9 in 10 fans watching Olympics in the evening, the most popular devices of choice are TV and smart TV

76% 73%

17% 16% 12% 10% 8% 6%

TV Smart TV Laptop Tablet Desktop computer

Smartphone Smartwatch Games console

Evening'(6pm'–'10pm)'


Devices used to watch the Olympics 2016 in the evening

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TV and smart TVs are the most popular devices among respondents to watch Olympic content throughout the day

40%

38%

45%

53%

76%

50%

39%

40%

41%

50%

73%

53%

11%

15%

14%

14%

10%

10%

10%

11%

13%

15%

17%

14%

6% 13

%

12%

14%

12%

9%

11%

13%

14%

15%

16%

14%

3% 4% 3% 4% 6% 6%







TV Smart TV Smartphone Laptop Desktop computer Tablet Games console


Devices used to watch the Olympics 2016

© MindMover 2016

22%

10%

68%

9%

15%

19%

13%

70%

10%

13%

17%

10%

73%

10%

14%

18%

9%

74%

12%

16%

19%

5%

82%

10%

15%

22%

6%

73%

11%

17%

On demand

On an app

Live, e.g. when scheduled

Online, e.g. YouTube

From my recorded programmes planner







Most respondents are l ikely to view the Olympics 2016 when scheduled between 6pm-10pm, in part icular the obsessed and engaged Olympic fans

B4a. And of the times you have told us you are likely to view the Olympics 2016, how do you plan to watch the Olympics? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics and will watch the Olympics on device mentioned see notes:

Platform used to watch the Olympics 2016

Obsessed Olympic

fans

Engaged Olympic

fans

Light Olympic

fans

76% 74% 71%

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Over 9 in 10 respondents wi l l watch the Olympics at home. Obsessed and engaged fans are s ignif icantly more l ikely to watch the Olympics in a

different location

97% 13% 20%

Watch at home: Watch at a

friend’s house: Watch in a pub: Watch at a family member’s house:

18%

B5. You have indicated that you are likely to watch the Olympic 2016 games on TV. Where do you intend to watch the Olympic 2016 games? Please select all that apply. Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics on TV (817)

Watching the Olympics 2016 – locations

Interestingly, over 55’s are significantly more likely to watch

at home

Obsessed Olympic fans are significantly more likely to watch with friends or at a family

member’s house

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Over 6 in 10 fans wi l l mult i -task whi le watching the Olympics on TV, with most doing something unrelated to the programme onl ine

64% will

multi-task

B6. Typically, which of the following activities are you likely to do whilst watching the Olympics 2016 on TV? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics (817)

Watching the Olympics 2016 – other activities

34%

20%

19%

19%

16%

Do something else online, unrelated to the programme

Chat with friend(s)/family using a chat/IM (e.g. Facebook chat, Skype, WhatsApp)

about what I am watching

Search for extra information online about what I’m watching

Talk to friends or family about what I am watching over the phone

Post a comment about what I’m watching on a social networking site (e.g. Twitter,

Facebook)

© MindMover 2016

And obsessed fans are most l ikely to partake in other activit ies whi le watching Olympics, with most talking to fr iends

% of fans who do other activities while watching

Olympics on TV:

Chat with friends using chat / IM

Talk to friends / family over the

phone

Post a comment on a social networking site

B6. Typically, which of the following activities are you likely to do whilst watching the Olympics 2016 on TV? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics Obsessed (281); Engaged (357); Light(179)

75% 27% 29% 22%

69% 17% 16% 12%

68% 14% 11% 13%

Watching the Olympics 2016 – other activities by Olympic fans



Light Olympic fans

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The Smartphone is the most l ikely choice of device to be used whi le watching the Olympics on TV

B8. How likely are you to do the following while watching the Olympics 2016 on TV? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics and will watch the Olympics on TV (817)

Watching the Olympics 2016 on TV – devices used (% likely)

Use a smartphone whilst watching TV Use a tablet whilst watching TV Use a smartwatch whilst watching TV

59% 47% 13%

Obsessed fans most likely to use a smartphone

Engaged fans most likely to use a smartwatch

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33

Brand Association

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Coca-Cola is the top of mind brand associated with the Olympics 2016

B9. Please tell us below, which 5 brands you most associate with the Olympics 2016. Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics (1000) coded opens

Top of Mind: 21%

Top of Mind: 14%

Top of Mind: 9%

Brands most associated with the Olympics 2016 – first mention

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When prompted, over 1 in 2 respondents associated Coca-Cola, Visa and McDonald’s with the 2016 Olympics

67%

57%

57%

48%

41%

41%

28%

23%

19%

16%

13%

11%

B10. And to what extent do you associate each of the following brands with the Olympics 2016? Base: All respondents 16 and over, interested in Olympics 2016 (1000)

Brands most associated with the Olympics 2016 – prompted (%associate)

Brand attribution is higher among

obsessed Olympic fans

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Signif icantly high proport ion of 65-74 year olds do not associate Coca Cola or Visa with Olympics

B10. And to what extent do you associate each of the following brands with the Olympics 2016? Base: All respondents 16 and over, interested in Olympics 2016 (1000)

Top 3 brands most associated with the Olympics 2016 – prompted (%associate) by age

64%

70%

71%

69%

65%

61%

64%

13%

13%

10%

16%

16%

22%

16%

16-24

25-34

35-44

45-54

55-64

65-74

75+

Associate Do not associate

53%

67%

63%

56%

55%

49%

51%

20%

14%

19%

24%

20%

27%

25%

16-24

25-34

35-44

45-54

55-64

65-74

75+


61%

59%

65%

57%

48%

49%

52%

20%

18%

18%

27%

31%

29%

28%

16-24

25-34

35-44

45-54

55-64

65-74

75+


© MindMover 2016

37

Device Usage Among Olympic 2016 Fans

© MindMover 2016

UK Olympic 2016 fans own or have regular

access to an average of

4.4 devices

80% of UK Olympic 2016 fans own or have regular access to a smartphone

X1. Which of the following devices do you own or have regular access to? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

Olympic 2016 fans: Devices owned / regular access to

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Obsessed fans are more engaged with technology products – providing advert isers with opportunit ies to target across mult iple devices

85% 80% 78%

60% 57%

44%

33%

7%

TV Smartphone Laptop Tablet Desktop computer

Games console

Smart TV Smartwatch

X1. Which of the following devices do you own or have regular access to? X2. How often do you use the following devices? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

Access to devices owned and frequency of use

Average number of times used per day 3.0 6.1 3.3 2.7 2.8 0.9 3.1 3.2

43% of Obsessed

fans

70% of Obsessed

fans

10% of Obsessed

fans

© MindMover 2016

40

Sharing & Consuming Olympic 2016 Content

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3 in 5 respondents are l ikely to share Olympic content, with over three quarters suggesting they are l ikely to watch Olympic content

C1. Which of the following devices are you likely to share or consume Olympic content on? Please select all that apply. Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

Sharing / Consuming Olympic content

59% Likely to share Olympic 2016

content

77% Likely to consume Olympic

2016 content

21% Laptop

25% Smartphone

22% Laptop

49% TV

52% of all sharing on smartphones is via DARK SOCIAL channels

38% of all consuming on laptop is via DARK SOCIAL channels

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Over 60% of fans are l ikely to share content related to a specif ic sport/game they are interested in, world records and news stor ies

68%

64%

61%

59%

54%

50%

49%

49%

36%

Specific sport/game I am interested in

World records

News stories

Pictures

Videos – highlights

Team news

Medal tables

Videos – other related videos

Interviews

C2. How likely are you to share the following content online? Base: All respondents 16 and over, interested in Olympics 2016 and will share Olympic content (570)

Likelihood to share content online (%Likely)

8 in 10 respondents will share pictures using Dark Social

channels

© MindMover 2016

With most fans l ike ly to use a smartphone to share any content

35%

35%

31%

37%

36%

34%

38%

38%

34%

33%

33%

27%

28%

32%

30%

30%

29%

29%

Videos –highlights

Videos – other related videos

Interviews

News stories

Pictures

Team news

Medal tables

World records

Specific sport/game I am interested in

Laptop

Smartphone

C3. What device are you likely to you share this on? Base: All respondents 16 and over, interested in Olympics 2016 and likely to share specific Olympic content (452)

Top 2 devices used to share content (%likely)

© MindMover 2016

Social networks are the most popular platform among Olympic fans, fo l lowed by instant messenger and text messaging

76%

51%

50%

44%

37%

36%

C4. Which platforms are you likely to share this on? Base: All respondents 16 and over, interested in Olympics 2016 and likely to share specific Olympic content (458)

Platform used to share content

33% of all sharing is via DARK SOCIAL channels

Social Networks

Instant Messenger

Text Messaging

Email

Apps

Forums

© MindMover 2016

3%

7%

9%

16%

10%

25%

21%

28%

26%

13%

12%

4%

2% 17%

8%

Share

Consume

Every hour Every couple of hours 3-4 times a day 1-2 times a day

Every couple of days Every week Every month Less often

Near ly 60% of fans wi l l share Olympic re lated content and 70% wi l l consume Olympic content between 3-4 t imes a day to every couple of days

C5. In a typical day during the Olympic 2016 schedule, how often are you likely to share or consume Olympic related content? Base: All respondents 16 and over, interested in Olympics 2016 and likely to share content (561) or consume content (756)

Frequency of sharing/consuming Olympic related content

57%

66%

26% of the respondents are likely to share Olympic content 1-2 times a day using DARK SOCIAL channels

© MindMover 2016

A thi rd of fans are l ikely to share more content onl ine dur ing the Olympics than they typical ly would over a 2 week per iod, with the obsessed fans s igni f icant ly more l ikely to

16%

50%

34% Share more content

Share about the same

Share less content

C6. Are you likely to share more or less content online over the Olympic 2016 then you would typically over a 2 week period? Base: All respondents 16 and over, interested in Olympics 2016 and likely to share content (562)

More/less content shared



Light Olympic fans

44%

34%

15%

Share more content

© MindMover 2016

And a large proport ion of fans are l ikely to share and consume Olympic content with family and fr iends

Family Wider social

group Friends People w/

industry Colleagues Partner/ spouse

C7. Who are you likely to share Olympic related content with, and who is likely to share the Olympic related content you consume with you? Base: All respondents 16 and over, interested in Olympics 2016 (share (557); consume (747)

Sharers and consumers of Olympic related content

Share 78% 68% 32% 38% 19% 16%

Consume 57% 51% 21% 34% 14% 11%

8 in 10 respondents are likely to share Olympic content with family

using DARK SOCIAL channels

© MindMover 2016

Most respondents are l ikely to share content during and after an Olympic event

18%

24%

56%

53%

13%

13%

Before the start of the Olympics 2016

Before an event starts

During an event

After an event

After the end of the Olympics 2016

Don’t know

C8. When are you likely to share content during the Olympic 2016 games? Base: All respondents 16 and over, interested in Olympics 2016 and likely to share Olympic content (558)

Likely to share content

Over 60% of obsessed Olympic

fans will share content during and

after an event!

© MindMover 2016

49

Summary

© MindMover 2016

§  Of the 1,797 UK adults interviewed, 1000 identified as Olympics fans – 22% obsessed Olympics fans, 29% engaged Olympics fans, 18% light Olympic fans

§  Most obsessed fans are males living mostly in the Greater London region, while light Olympics fans are mostly females living in the South East

§  Top 5 sports Olympics fans enjoy include athletics, football, tennis, gymnastics and aquatics and of those that are a fan of football, 2 in 5 are extremely interested in the UEFA Euro 2016

§  Olympics is largely seen as an event that brings the country together and is watched by obsessed fans even if they are not familiar with the teams or sports

§  Athletics, football and gymnastics are the top 3 sports likely to be watched during Olympics 2016, with obsessed fans likely to watch more of the other sports too

§  The addition of Rugby Sevens and Golf to Olympics has been welcomed by over half the fans, with younger fans and those earning $40k+ significantly more likely to see these as exciting additions

§  9 in 10 obsessed fans will watch any Olympics content, with most watching the opening ceremony, sporting events and supporting team GB

§  The most popular times to watch Olympics on TV and smart TV is between 6pm until 10pm, with most obsessed fans likely to watch it live!

§  Obsessed and engaged fans are significantly more likely to watch Olympics with friends and family

§  Despite the heavy interest, 6 in 10 fans said they are likely to multi task while watch Olympics on TV

Summary

© MindMover 2016

§  Obsessed fans that partake in other activities while watch Olympics are more likely to chat to friends and family using IM or over the phone

§  Even the smartphones can distract an obsessed fan!

§  Over 60% of obsessed fans are significantly more likely to associate brands such as Coca-Cola, Visa and McDonald’s with Olympics 2016

§  With Olympics fans having regular access to 4.4 devices on average, tablet, smart TV and smartwatch are the most popular devices amongst obsessed fans

§  3 in 5 fans are likely to share the Olympic content and over 3 quarters likely to watch it

§  The most preferred devices for sharing include smartphone and laptop, while TV and laptop are most preferred for viewing

§  Olympics fans are likely to share and consume Olympics content between 3-4 times a day to every couple of days

§  Obsessed Olympics fans are more likely to share more content over the Olympics 2016 than they typically would over a 2 week period

§  Most of the Olympics content will be shared with family and friends, during and after an Olympics event

Summary

© MindMover 2016

52

Appendix

© MindMover 2016

Athletics Athletics

Football Gymnastics

Tennis Aquatics

Boxing Tennis

Gymnastics Football

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000) male (500); female (500)

Top 5 sports by demographics

© MindMover 2016

16-34 35-54 55+

Athle1cs Athle1cs Athle1cs

Football Football Gymnas1cs

Aqua1cs Gymnas1cs Tennis

Tennis Tennis Football

Gymnas1cs Aqua1cs Rowing

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); 16-34 (273); 35-54 (339); 55+(387)


© MindMover 2016

Obsessed Olympic

fans

Engaged Olympic

fans

Light Olympic

fans

Athletics Athletics Gymnastics

Tennis Football Athletics

Football Gymnastics Aquatics

Aquatics Tennis Tennis

Gymnastics Aquatics Football

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); Obsessed (335); Engaged (424); Light(240)


© MindMover 2016

S2. And of the following sports, which are you a fan of? Base: All respondents 16 and over, interested in Olympics 2016 (1,000); Obsessed (335); Engaged (424); Light(240)


82%

65% 68%

58% 59%

70%

52% 45% 47%

41% 40%

31% 33% 41%

34%

Athletics Football Tennis Gymnastics Aquatics

Obsessed Engaged Light

Olympic fan

© MindMover 2016

Will watch every game/event

B2. Which of the following Olympic 2016 sports are you likely to watch? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)


50%

38%

38%

29%

22%

19%

18%

17%

15%

15%

12%

12%

11%

11%

11%

11%

10%

10%

9%

9%

9%

8%

Athletics

Football

Gymnastics, e.g. artistic, trampoline

Tennis

Aquatics, e.g. swimming, diving

Boxing

Rugby sevens

Triathlon

Golf

Rowing

Equestrian, e.g. dressage, jumping

Cycling, e.g. BMX, road

Modern pentathlon

Badminton

Table tennis

Shooting

Volleyball, e.g. beach volleyball

Weightlifting

Wrestling, e.g. freestyle

Sailing

Basketball

Judo

© MindMover 2016




46%$39%$39%$

34%$33%$

28%$28%$27%$

25%$22%$22%$21%$20%$19%$18%$18%$18%$18%$18%$17%$17%$17%$

Athletics

Gymnastics

Aquatics

Triathlon

Tennis

Football

Cycling

Rowing

Modern pentathlon

Equestrian

Boxing

Volleyball

Rugby sevens

Canoeing

Golf

Archery

Sailing

Badminton

Weightlifting

Table tennis

Shooting

Basketball

© MindMover 2016




48%

47%

47%

46%

45%

44%

43%

42%

42%

41%

41%

41%

40%

39%

38%

38%

38%

38%

38%

38%

34%

33%

Archery

Badminton

Aquatics, e.g. swimming, diving

Canoeing

Modern pentathlon

Table tennis

Cycling, e.g. BMX, road

Handball

Rowing

Sailing


Judo


Fencing

Weightlifting

Field hockey

Triathlon

Taekwondo

Shooting

Basketball


Gymnastics, e.g. artistic, trampoline

© MindMover 2016

Will not watch



63% 59% 59%

56% 56%

55% 53% 53%

50% 49% 49%

46% 45%

43% 43%

41% 41%

39% 38%

33% 33% 32%


Fencing

Golf

Taekwondo

Field hockey

Handball

Judo

Basketball

Shooting

Weightlifting

Rugby sevens

Sailing

Boxing

Table tennis


Canoeing


Archery

Badminton

Football

Modern pentathlon

Rowing

© MindMover 2016

32% 29%

35%

49%

72%

36% 36% 36%

46%

54%

80%

48% 48% 46% 49%

55%

74%

60%







Light Olympic fans Engaged Olympic fans Obsessed Olympic fans


Devices used to watch the Olympics 2016 - TV

© MindMover 2016

24% 25% 22%

36%

67%

33% 32% 35% 36%

45%

76%

53% 53% 50% 54%

60%

74%

63%

Breakfast (6am – 9am) Morning (9am – 12noon)



Evening (6pm – 10pm) Late night (after 10pm)



Devices used to watch the Olympics 2016 – smart TV

© MindMover 2016

4%

6% 7%

6% 7%

3%

11%

16% 17%

15%

10%

12%

16%

19%

16% 17%

11% 11%









Devices used to watch the Olympics 2016 – smartphone

© MindMover 2016

9% 10%

8% 9% 10%

9% 8%

11% 12%

15%

20%

16%

13% 13%

18% 20%

18%

13%









Devices used to watch the Olympics 2016 – laptop

© MindMover 2016

5% 6% 7% 8%

10%

4% 3%

10% 9%

12%

9% 8% 9%

19% 18% 19%

16%

13%









Devices used to watch the Olympics 2016 – desktop computer

© MindMover 2016

8%

10% 11%

12% 13%

9% 10%

12% 13%

15%

19%

14% 14%

17% 16% 16%

14%

16%









Devices used to watch the Olympics 2016 – tablet

© MindMover 2016

3% 3%

1%

3% 3% 3%

2%

3%

1%

2%

7%

8%

4%

5% 5%

7%

6% 6%









Devices used to watch the Olympics 2016 – games console

© MindMover 2016

10% 10% 10% 10% 10%

0%

10% 10%

15%

20%

0% 0%

9%

12%

17% 15%

13%

3%









Devices used to watch the Olympics 2016 – smartwatch

© MindMover 2016


B5. You have indicated that you are likely to watch the Olympic 2016 games on TV. Where do you intend to watch the Olympic 2016 games? Please select all that apply. Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics on TV (817); 16-34 (201); 35-54 (279); 55+ (337)

93%

25%

34% 33%

97%

12% 18% 19%

99%

4% 5% 10%

At home At a friend’s house At a family member’s house In a pub

16-34 35-54 55+


© MindMover 2016

97%

19% 24% 24%

98%

11% 16%

20%

96%

5% 10% 11%

At home At a friend’s house At a family member’s house In a pub

OBSESSED Olympic FANS ENGAGED Olympic FANS LIGHT Olympic FANS

B5. You have indicated that you are likely to watch the Olympic 2016 games on TV. Where do you intend to watch the Olympic 2016 games? Please select all that apply. Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics Obsessed (281); Engaged (357); Light(179)


© MindMover 2016

34%

20%

19%

19%

16%

16%

15%

15%

12%

2%

36%

Do something else online, unrelated to the programme

Chat with friend(s)/family using a chat/IM (e.g. Facebook chat, Skype, WhatsApp) about what I am watching

Search for extra information online about what I’m watching

Talk to friends or family about what I am watching over the phone

Post a comment about what I’m watching on a social networking site (e.g. Twitter, Facebook)

Read other peoples online comments about what I am watching

Share Olympic related content

Search for additional videos of the programme, e.g. highlights

Visit the website of the TV channel I am watching

Other

None of these

B6. Typically, which of the following activities are you likely to do whilst watching the Olympics 2016 on TV? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics (817)

Watching the Olympics 2016 – other activities

© MindMover 2016

Brands Most Associated with the Olympics 2016

TOP OF MIND SPONTANEOUS PROMPTED

21%

14%

9%

7%

5%

1%

1%

1%

14%

27%

Coca Cola

Nike

Adidas

McDonalds

Visa

Barclays

BT

Samsung

Other

None/Don't know/Can't remember

67%

57%

57%

48%

41%

41%

28%

23%

19%

16%

13%

11%

Coca-Cola

Visa

McDonald's

Samsung

Panasonic

Omega

Toyota

P&G

Bridgestone

GE

Atos

Dow

B9. Please tell us below, which 5 brands you most associate with the Olympics 2016. B10. And to what extent do you associate each of the following brands with the Olympics 2016? Base: All respondents 16 and over, interested in Olympics 2016 (1000)

Brands Most Associated with the Olympics 2016

© MindMover 2016

67%

60%

60%

55%

49%

39%

34%

32%

26%

23%

21%

17%

70%

59%

61%

46%

40%

38%

27%

23%

16%

18%

11%

10%

64%

52%

49%

44%

36%

46%

25%

16%

17%

9%

7%

8%

Coca-Cola

Visa

McDonalds

Samsung

Panasonic

Omega

Toyota

P&G

Bridgestone

GE

Atos

Dow

16-34

35-54

55+

B9. Please tell us below, which 5 brands you most associate with the Olympics 2016. B10. And to what extent do you associate each of the following brands with the Olympics 2016? Base: All respondents 16 and over, interested in Olympics 2016 and will watch the Olympics (XXX)

Brands Most Associated with the Olympics 2016 – Prompted by age

© MindMover 2016

6% 8% 3% 10% 14% 12%

37%

19% 9% 8% 7%

13% 14%

23%

31%

13% 19% 20%

7%

16%

20% 16%

15%

15%

48% 43%

21%

37%

33% 27%

13%

26%

11% 10%

21%

11% 8% 12%

2%

13%

8% 11%

40%

14% 11% 10% 1%

14%

TV Smart TV Smartphone Laptop Desktop computer

Tablet Games console

Smartwatch

10 times a day or more

5-9 times a day

1-4 times a day

Once a day

Several times a week

Once a week or less

X2. How often do you use the following devices? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

Average number of times used per day

3.0 3.1 6.1 3.3 2.8 2.7 0.9 3.2

Olympic 2016 fans: Frequency of general device usage

© MindMover 2016

85%

43%

84% 83%

65% 70%

52%

10%

86%

29%

77% 78%

55% 55%

41%

5%

81%

27%

80%

73%

50% 53%

39%

6%

TV Smart TV Smartphone Laptop Desktop computer

Tablet Games console

Smartwatch

OBSESSED Olympic FANS ENGAGED Olympic FAN LIGHT Olympic FANS

X1. Which of the following devices do you own or have regular access to? Base: All respondents 16 and over, interested in Olympics 2016 (1,000)

Olympic 2016 fans: Devices owned / regular access to

olympics report from radiumone

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