thinknow research presents... gol, gol, gol, gooooool!!! how the world cup fits into the hispanic...

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World Cup 2014 Gooooooooool!!!!

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Did you know that the soccer World Cup starts on June 12th?! Are you talking about it in your social groups? Are you planning on watching any of it? If you’re Hispanic, then the answer to those questions is very likely ‘Yes!’ And for non-Hispanics, well… ‘maybe’.

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Page 1: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

World Cup 2014

Gooooooooool!!!!

Page 2: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

❶ Methodology

❷ Summary of Key Findings

❸ Detailed Findings

❹ Appendix: Sample Profile

Contents

2

Page 3: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Methodology

3

Method Online omnibus survey hosted by ThinkNow Research

Sample SizeHispanics: n=504

Non-Hispanics: n=306

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Quotas/

Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S.

Census data with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing May 7-15, 2014

Survey margin of

error

At the 95% confidence interval:

Hispanic sample (n=504) +/- 4.5%

Non-Hispanic sample (n=306) +/- 5.8%

Page 4: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Key Findings 2

Page 5: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

• U.S. Hispanics are significantly more likely than non-Hispanics to be aware of and have

plans to watch the World Cup.

• Just over half (54%) of Hispanics between the ages of 18 and 64 plan to watch at least a few

games of the World Cup, compared to less than one-third (31%) of non-Hispanics.

• Hispanics with lower levels of acculturation are especially looking forward to watching the

World Cup. Three out of four less acculturated Hispanics (78%) plan to watch the World Cup.

• Team USA is the team that both Hispanics and non-Hispanics are most interested in

watching and most likely to be rooting for. However, Hispanics also show high interest

and fan support for Mexico, Brazil, Spain, Argentina and other Latin American teams.

• Of Hispanics planning to watch World Cup games 85% will watch them in Spanish at

least some of the time.

• Among those who are planning to watch World Cup games, Hispanics are more likely

than non-Hispanics to watch games in the company of others and host parties to watch

the matches.

• While espn.com is the site that both Hispanics and non-Hispanics are most likely to use

to keep up with World Cup games, the Spanish language TV and sports networks are

also important sources for Hispanic fans.

• Over 60% of Hispanics planning to watch the World Cup report that they would be

more interested in purchasing from companies that are World Cup sponsors.

Key Findings

5

Page 6: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Detailed Findings 3

6

Page 7: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Hispanics are more aware of the World Cup than non-Hispanics, especially if they

are less acculturated.

Q: Are you aware that the World Cup of soccer will begin in June of this year?Base: All respondents 7

Awareness of the World Cup

64%

43%

86%

69%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hispanics (A) Non-Hispanics (B) Low Acculturation(J)

Bicultural (K) High Acculturation(L)

Upper case letter indicates significantly larger (95% confidence)

B

JK

L

Page 8: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Over half of all Hispanics surveyed, and 78% of those who are less acculturated

plan to watch at least a few games of the World Cup.

Q: Which of the following statements best describes how much of the World Cup games you will be watching?Base: All respondents 8

Plans to Watch the World Cup

54%

31%

78%

60%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hispanics (A) Non-Hispanics(B)

LowAcculturation

(J)

Bicultural (K) HighAcculturation

(L)

Not even aware of World Cup

None - I don't plan on watchingany of the games

I plan on watching only a fewgames

I plan on watching some of thegames, or only those played by myfavorite team

I plan on watching most of thegames that are played

I plan on watching every singlegame that is played, regardless ofwhat time they are on

Any plans to watch (label)

Upper case letter indicates significantly larger (95% confidence)

B

KL

L

Page 9: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

57%

50%

47%

39%

37%

26%

24%

22%

16%

15%

15%

65%

12%

27%

18%

17%

25%

27%

14%

14%

3%

11%

0% 10% 20% 30% 40% 50% 60% 70%

USA

Mexico

Brazil

Spain

Argentina

Germany

England

Italy

France

Colombia

Portugal

Hispanics (A)

Non-Hispanics (B)

USA is the team that Hispanics and non-Hispanics alike are most interested in

watching, although many Hispanics are also interested in Mexico, Brazil, Spain

and Argentina.

Q: What teams/countries are you most interested in watching?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 9

Teams Most Interested in Watching

Top 16 Teams with Highest Interest Shown

B

B

B

B

B

Upper case letter indicates significantly larger (95% confidence)

Page 10: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

51%

39%

27%

24%

19%

12%

10%

10%

8%

7%

5%

69%

5%

7%

7%

6%

2%

7%

8%

14%

4%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

USA

Mexico

Brazil

Spain

Argentina

Colombia

Italy

England

Germany

Chile

Ecuador

Hispanics (A)

Non-Hispanics (B)

USA is the also the team that Hispanics and non-Hispanics alike are most likely to

root for, although Hispanics have more divided loyalties.

Q: What teams/countries are you rooting for, if any?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 10

Teams Rooting For

Top 16 Teams with Highest Interest Shown

AB

B

B

B

B

Upper case letter indicates significantly larger (95% confidence)

Page 11: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

45%

57%

76%

55%52%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Low Acculturation(J)

Bicultural (K) High Acculturation(L)

Interested in Watching

USA Mexico

Less acculturated Hispanics are more interested in and more likely to be rooting

for Mexico.

Q: What teams/countries are you most interested in watching? / What teams/countries are you rooting for, if any?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics) 11

Teams Watching and Rooting For

By Acculturation Level

30%

51%

81%

47%

41%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Low Acculturation(J)

Bicultural (K) High Acculturation(L)

Teams Rooting For

USA Mexico

JK

LL

L

L

JK

J

Upper case letter indicates significantly larger (95% confidence)

Page 12: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

85% of Hispanics who plan to watch the World Cup say they will watch matches in

Spanish at least some of the time.

Q: In what language are you planning to watch the world cup matches?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 12

Language Planning to Watch Games In

29%

69%

22%

3%

56%

29%

70%

25%

15%8%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Hispanics Low Acculturation (J) Bicultural (K) High Acculturation (L)

English Only

Both English and Spanish

Spanish Only

Upper case letter indicates significantly larger (95% confidence)

KL

L

JL

JK

J

Page 13: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

15%

85%

52%

39%

28%

23%

20%

18%

6%

42%

58%

30%

25%

19%

4%

7%

8%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

I watch by myself

Watch with others

Spouse/significant other

Friends

Children

Other relatives

Siblings

Parents

Colleagues

Hispanics (A)

Non-Hispanics (B)

Hispanics are more likely to watch World Cup games in the company of others.

Q: Who do you plan on watching games with?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 13

Company While Watching Games

A

B

B

B

B

B

Upper case letter indicates significantly larger (95% confidence)

B

Page 14: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Yes47%

No53%

Hispanics (A)

Nearly half of Hispanics who plan to watch World Cup games plan to host parties

to watch any of the games.

Q: Do you plan to host any viewing parties for any of the World Cup games?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 14

Hosting of Viewing Parties

for World Cup Games

Yes27%

No73%

Non-Hispanics (B)

B

A

Upper case letter indicates significantly larger (95% confidence)

Page 15: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

96%

37%

11%

95%

29%

6%

0% 20% 40% 60% 80% 100% 120%

TV

Internet

Radio

Hispanics (A)

Non-Hispanics (B)

TV is the dominant channel, but over one-third of Hispanics say they will tune into

World Cup games through the Internet.

Q: Which of the following do you expect to use to tune in to World Cup games?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 15

How Will Watch Games

No significant differences(95% confidence)

Page 16: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Half of Hispanics with plans to watch the World Cup are likely to take part in a

World Cup pool, rising to 65% of Hispanics who are less acculturated.

Q: Will you be taking part in a World Cup 'pool' (where you may predict the winners in each game/round)?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 16

Participation in World Cup “Pools”

19% 17%

28%

18%

7%

50%

39%

65%

48%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Hispanics (A) Non-Hispanics 18-64 (B)

Low Acculturation(J)

Bicultural (K) HighAcculturation (L)

Don't know yet

Definitely not

Probably not

Probably yes

Absolutely yes

Yes (net)

Upper case letter indicates significantly larger (95% confidence)

KL

L

Page 17: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

50%

41%

32%

32%

29%

29%

23%

23%

2%

8%

55%

5%

10%

31%

31%

7%

11%

7%

2%

11%

0% 10% 20% 30% 40% 50% 60%

Espn.com

Univision.com

Telemundo.com

Fifa.com (in English)

Foxsports.com

Fifa.com (in Spanish)

Foxdeportes.com

Espndeportes.com

Other [SPECIFY]

None

Hispanics (A)

Non-Hispanics (B)

ESPN.com is the website most likely to be visited by Hispanics and non-Hispanics

alike to keep up with the World Cup.

Q: Which of the following websites, if any, do you expect to visit to keep up with everything related to the World Cup?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 17

Websites Likely to Visit to Keep Up with World Cup

B

B

B

B

B

Upper case letter indicates significantly larger (95% confidence)

Page 18: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Over 60% of Hispanics likely to watch World Cup games indicate their interest in

purchasing from companies sponsoring the World Cup would increase.

Q: If a company sponsors the World Cup, what impact, if at all, does it have on your interest in purchasing products/servicesfrom that company? Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 18

Impact of World Cup Sponsorship

Interest in Purchasing Products or Services from a Company Sponsoring the World Cup

26% 28%35%

24% 24%

61%

51%

70%

62%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Hispanics (A) Non-Hispanics (B) Low Acculturation(J)

Bicultural (K) HighAcculturation (L)

Decreases myinterest greatly

Decreases myinterest somewhat

Makes no difference

Increases myinterest somewhat

Increases myinterest greatly

Top 2 Box

Upper case letter indicates significantly larger (95% confidence)

L

L

Page 19: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Among those with plans to watch the World Cup, Hispanics are more likely to

report following MLS soccer.

Q: Do you follow MLS soccer?Base: Respondents with any plans to watch World Cup games (n=271 Hispanics, n=96 non-Hispanics) 19

Do you follow MLS soccer?

54%

41%

47%

58%

47%

0%

10%

20%

30%

40%

50%

60%

70%

All Hispanics (A) Non-Hispanics (B) Low Acculturation(J)

Bicultural (K) High Acculturation(L)

Upper case letter indicates significantly larger (95% confidence)

B

Page 20: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Appendix: Sample Profile 4

20

Page 21: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Sample Profile

21

MetricHispanics

n=504

Non-Hispanics

n=306 MetricHispanics

n=504

Non-Hispanics

n=306

Male 51% 49% Born in the U.S. 74% 93%

Female 49% 51% Moved here 26% 7%

Average years living in U.S. 30 40

Age:

18 to 24 20% 15% Household Income:

25 to 34 27% 20% Less than $10,000 7% 4%

35 to 44 24% 20% $10,000 to less than $20,000 6% 8%

45 to 54 18% 23% $20,000 to less than $30,000 10% 12%

55 to 64 11% 21% $30,000 to less than $40,000 12% 14%

Mean age 37 41 $40,000 to less than $50,000 10% 10%

Median age 35 41 $50,000 to less than $60,000 14% 15%

$60,000 to less than $70,000 8% 6%

Census Region: $70,000 to less than $80,000 8% 6%

Northeast 14% 19% $80,000 to less than $100,000 7% 7%

Midwest 9% 24% $100,000 or more 13% 13%

South 36% 37% Prefer not to state 5% 4%

West 40% 20% Average income ($000) $68 $66

Median income ($000) $52 $49

Page 22: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Sample Profile

22

MetricHispanics

n=504

Non-Hispanics

n=306 MetricHispanics

n=504

Non-Hispanics

n=306

Marital Status: Educational Attainment:

Married 54% 46% None 0% 0%

Single 28% 36% Grade school 1% -

Living with partner 9% 5% Some high school 4% 2%

Separated/divorced 7% 8% High school graduate 20% 25%

Widowed 1% 4% Some College, but no degree 22% 21%

Prefer not to answer 1% 1% Trade or technical school 4% 5%

Graduated from 2-year College 13% 12%

Average household size 3.3 2.8 Graduated from 4-5 year College 27% 26%

Post Graduate Degree 8% 9%

No children <18 present 43% 63%

Any children <18 present 57% 37% Employment Status:

Employed (net) 70% 60%

Ages of children:^ n=288 n=123 Work full-time 51% 44%

Under age 6 42% 45% Work part-time 9% 9%

Ages 6 to 12 54% 49% Self-employed/business owner 8% 5%

Ages 13 to 17 46% 41% Student, employed 2% 2%

^ Among respondents with children Full-time Homemaker 9% 12%

Retired 3% 10%

Own home 61% 66% Student, not employed 6% 2%

Rent home 36% 32% Currently unemployed 9% 10%

Do not know/ refused 3% 1% Unable to work/Disabled 3% 6%

Page 23: Thinknow Research Presents... GOL, GOL, GOL, GOOOOOOL!!! How the World Cup Fits Into the Hispanic Community

Sample Profile

23

MetricHispanics

n=504 MetricHispanics

n=504

Cultural Identification: Language Spoken at Home:

Much closer to Hispanic/Latino Culture 22% Spanish only 9%

Somewhat closer to Hispanic/Latino 14% Spanish mostly 28%

Equally close to both cultures 39% Spanish and English equally 28%

Somewhat closer to U.S. Culture 12% English mostly 19%

Much closer to U.S. Culture 13% English only 15%

Overall Media Language Preference: Hispanic Origin:

Spanish only 5% Mexican American 36%

Spanish mostly 10% Mexican 30%

Spanish and English equally 38% Puerto Rican 16%

English mostly 23% South American 14%

English only 24% Central American 7%

Cuban 6%

Acculturation: Dominican 3%

Low Acculturation 13%

Bicultural 60%

High Acculturation 26%