Date: Septembre 23, 2009
Intervenant: Ellen Marzell & Marc Gosschalk
Evènement: comScore Presentation
Cost: $1,950
A snapshot of the findings:
Consumption of Sports Content – a Global Overview
- Time spent on sports sites globally has increased by 25% year-over-year
- Asia Pacific region represents a third of the global sports content audience
- Sports sites reach 46% of the North American online population
- Sports category audiences growing even in developed online markets – 22% annual growth in Europe
- Consumers of sports content are engaged for 6% longer year-over-year
- Developing online markets have younger consumers of sports content
- Males account for 70% of sports content page views worldwide
Leading Sports Destinations
- Yahoo! Sports has the strongest global presence, reaching 5.2% of the global online audience
- But site reach does not equal engagement – more time is spent on ESPN
- The European online sports content market is fragmented, with the leading site reaching 7.4 million people
- ‘Local’ branded sport sites dominate markets in the Middle East/Africa and Latin America
Consumption of Sports Content – U.K. vs. U.S.
- The percentage of total Internet users that visit sports sites are similar in the U.S. and U.K., but the number of visits to sports sites in America make up a smaller percentage of all web site visits. Additionally, the average time spent per visit on sports sites is longer in the U.S. (approximately 8 minutes), while the average U.K. visit was about 6 minutes.
- The two markets have different age compositions, with 25-54 year olds over-represented in the U.K. market
- 62% of the audience sports content audience in the U.K. is male, compared to 57% in the U.S.
Sporting Events Audiences Correlates with Sponsors
- Wimbledon.org: A core demographic of wealthy 25-34 year olds, with visitors more than 4 times as likely to also visit Rolex.com (index = 423)
- UEFA.com: A relatively older audience who are over four times more likely than the average online European to visit Mastercard.com (index = 425)
- FIFA.com: Twice the representation of 15-24 year olds than the average Internet site, and an affinity with Adidas-Solomon sites at more than eight times the global average (index = 840)
Consumption of Sports Content on Mobile Internet
- Sports information is the third top genre on mobile in Western Europe
- 5 million people in the U.K. accessed mobile sports information in July 2009, an increase of 56% since 2007. Similar to the PC-based Internet, activity increased during major sporting events, especially football
