PERFORM release fourth annual study

According to the fourth annual study commissioned by digital sport content provider PERFORM, Kantar Media and SportBusiness Group Online, fan engagement with sport content continues to evolve towards digital.

The report titled “Know The Fan” marks the first time online digital content has surpassed print content in the 16 global markets surveyed, said PERFORM.

14 of the 16 global markets surveyed – comprising 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 all markets 1000 interviews were conducted online during February 2014. Combined, the total sports fan population across the 16 markets surveyed is representative of upwards of 1 billion people, said the company.

Other key findings include:

– Consumption of sport via mobile continues to rise in the majority of markets, most notably in Western Europe in markets such as Italy which has grown from 37 percent in 2013 to 50 percent in 2014.
Similarly, in Spain, mobile devices are used by 46% of fans to follow sport this year, which compares to 39% in 2013 and 20% in 2011.

– Around three-quarters of fans that use computers/laptops and mobile devices access content at least once a week. In many markets, as many as 9 out of 10 fans access sport online via a computer or mobile device at least once a week.

– The propensity of fans to access content at least once a day also varies per market, with upwards of 1 in 2 mobile and computer/laptop computer users in Brazil, India and the UAE consuming sport at least once a day via these devices.

– Social media consumption of sport has also continued to grow in the majority of markets previously surveyed.

– 74 percent of fans in Turkey and 70 percent in China use a second screen connected device whilst watching sport on TV.

Oliver Slipper, Joint-chief executive officer of PERFORM, said: “The results of the 2014 Know The Fan report reflect the rapidly evolving media landscape, with sports fans continually looking to digest content on the move and as it happens. As a result, we’re seeing the increased importance of connected devices, providing fans with greater flexibility and control.

“This provides a number of opportunities to all stakeholders in the digital sports media industry, from rights holders and sports associations to devices manufacturers, advertisers and betting companies.”

More information on the report can be found at: www.knowthefan.com