post pc era: english premier league football and mobile
TRANSCRIPT
Post PC Era: English Premier League & Mobiles
November 2012
To understand the global popularity of the Premier
League and how fans watch games, access football news,
and which brands they associate with its sponsorship
Research Objective:
Methodology • 7,340 mobile users completed a survey
via the mobile Internet
• Study covers UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia
• Not nationally representative, but representative of mobile Internet users
Summary
• 37% of global mobile media users follow the English Premier League, and the game is even more popular in South Africa, Saudi Arabia and Qatar than in the UK.
• 71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage.
• In some of the growth markets including Indonesia, Brazil and China, mobile is also the preferred channel for accessing football news.
• TV is the main method for Premier League fans to watch games, however mobile is the second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.
• Currently 24% of UK mobile media users who follow the Premier League, watch football on their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.
• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor. However affiliation declined outside the UK, even in countries where it’s actively followed.
• Instead sponsorship was associated with other global brands or there was no association at all – this presents opportunities for global brands who want to be affiliated with football.
37% of global mobile media users follow the Premier
League
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
Premier League football has a global following and is even more popular in South Africa, Saudi Arabia and Qatar than in the UK
50% 49%
42% 41% 40% 39%
33%
28% 25%
21%
SouthAfrica
SaudiArabia
Qatar UK India Indonesia Mexico China Brazil US
Follow Premier League football
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
65% aged 18-34
20% own an Android 17% iPhone 12% Blackberry
61% Smartphone owners
84% male
48% are heavy mobile Internet users 29% medium Internet users
Who follows the Premier League?
90% feel their mobile phone is important to them
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
Premier League viewing habits
71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage
71% 40% 13% 29% 37% 71% Which devices do you use to access news and
information about football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
UK mobile Internet users who follow the Premier League
On a global level over half use their mobile to access football news +29ppts more than using a PC/laptop
62% 26% 11% 16% 29% 55% Which devices do you use to access news and
information about football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
Global mobile Internet users who follow the Premier League
In the growth nations of Indonesia, China and Brazil mobiles are actually the most popular devices for accessing football news
0%
10%
20%
30%
40%
50%
60%
70%
80%
Indonesia China Brazil SouthAfrica
India US SaudiArabia
Qatar Mexico
TV Mobile phone Desktop / Laptop
Tablet Radio Newspaper / Magazine
Global mobile Internet users who follow the Premier League Which devices do you use to access news and information about football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
20% of global mobile media users who
follow the Premier League, watch football
on their mobile
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
TV is the most popular device to watch football on, but mobile is the second choice in most countries, with usage likely to increase with 4G
0%
20%
40%
60%
80%
100%
120%
UK Indonesia SouthAfrica
US Mexico Qatar India Brazil China SaudiArabia
TV Mobile phone Desktop / Laptop Tablet
Global mobile Internet users who follow the Premier League What device do you watch the premier league football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
24% of UK fans watch matches on their mobile
Sponsorship of the Premier League
UK 89% 4% 2% 1% 1% Indonesia 73% 7% 1% 6% 2% South Africa 60% 12% 12% 2% 9% US 50% 18% 5% 8% 6% Mexico 38% 17% 17% 7% 5% Qatar 31% 21% 4% 12% 9% India 27% 26% 1% 6% 13% Brazil 15% 16% 38% 18% 0% China 15% 34% 5% 7% 7% Saudi Arabia 10% 16% 2% 16% 34%
Global mobile Internet users who follow the Premier League Who do you think sponsors the Premier League?
Barclay’s association amongst Premier League fans is high in the UK, but low in Saudi Arabia where it’s actively followed. Instead they associate sponsorship with other global brands or there is no brand affiliation
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
No brand association
On a global level Barclay’s association is still relatively high, but 9% don’t associate the sponsorship with any brand and this presents opportunities for brands who want to be affiliated with football
45%
16%
8% 7% 4% 4% 4%
9%
Barclays Coca-Cola Heineken SonyPlayStation
EA Sports Adidas MasterCard No brandassociation
Global mobile Internet users who follow the Premier League Who do you think sponsors the Premier League?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar, India, Brazil, China and Saudi Arabia. September 2012
Summary
• 37% of global mobile media users follow the English Premier League, and the game is even more popular in South Africa, Saudi Arabia and Qatar than in the UK.
• 71% of UK mobile media users who follow the Premier League, use their mobile to access football news, equal to TV usage.
• In some of the growth markets including Indonesia, Brazil and China, mobile is also the preferred channel for accessing football news.
• TV is the main method for Premier League fans to watch games, however mobile is the second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.
• Currently 24% of UK mobile media users who follow the Premier League, watch football on their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.
• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor. However affiliation declined outside the UK, even in countries where it’s actively followed.
• Instead sponsorship was associated with other global brands or there was no association at all – this presents opportunities for global brands who want to be affiliated with football.
On Device Research
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gain access to consumer opinions at any time,
place or country
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