The Spectrum of a Sports Fan
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Transcript of The Spectrum of a Sports Fan
The Spectrum of a Sports Fan
By Talia McGillMSMK620-603S Marketing Analytics
Bellevue University
Hypothesis & Objectives
• Summary– A survey was conducted to discover the motivations and
behaviors of sports fans.
• Hypothesis– Consumers who are sports fans are motivated by the idea of
being a part of the team.
• Objectives– To collect data on how fans watch sports.– To collect data on how fans use social media to connect with
sports. – To determine shopping behavior by fans who invest in sports
licensed consumer goods and merchandise. – To determine behaviors and emotions exhibited by fans.
How do fans view their favorite sports?
83%
13%21%
44%
52%
4% TV Broadcast
Streaming Service
Radio and/or Podcast
Attend Sporting Events
Watch at a Bar/Restaurant
Other
% of respon-dents
What are some deciding factors when going to a sporting event?
Win/Loss Record of Team
Other
Concession Prices
Family Tradition
Size of Crowds
Proximity to Venue
Weather
Cost of Travel
Cost of Admission
Personal Schedule
5
5
6
10
15
33
43
47
72
72
# of respondents
How do fans feel when watching sports?
24
11
24
23
5
28
2122
2
10
1921
1513
10
35
27
12
32
22
3837
36
8
1412
41
86
Strongly Disagree Disagree Neutral Agree Strongly Agree
# of re-spondents
Are fans satisfied with the channels available to view sports?
2%5%
43%36%
14% Very Unsatisfied
Unsatisfied
Neutral
Satisfied
Very Satisfied
% of respon-dents
How many hours do fans spend watching sports?
16 or More
11-15
6-10
0-5
5%
9%
16%
70%
% of respondents
Summary of Objective 1
• Objective– To collect data on how fans watch sports.
• Results– Fans spend the majority of their time viewing sports on TV, at a
bar or restaurant or physically attending the event. This shows that fans want a visual experience.
– Fans will attend sporting events as long as it is affordable and fits within their schedule.
– Fans enjoy watching and listening to sports but it is not a necessity.
– If fans are watching sports, they prefer to watch them with others.
Do sports fans use social media?
9%
10%
29%15%
26%
Low Medium-Low Medium
Medium High High
Usage Rate
% of respon-dents
67
23
111931167
47
19
2510
Facebook Twitter Snapchat
Instagram Tumblr Reddit
Vine Blogs Pinterest
ESPN Google+ YouTube
Other
Usage Type
# of respon-dents
Do fans create user-generated content online?
16%
35%
19%
11%
4%2%
Frequency of online content generation
% o
f re
spondents 15%
73%
% of respondents who use social media to interact with sports-related personalities
Yes No
How do sports fans feel about social media and sports?
15
7
15
1113
0
33
10
21
13
23
1
18
22
16
24
20
810
33
21
31
25
49
4
10 9
31
24
Strongly Disagree Disagree Neutral Agree Strongly Agree
# of re-spondents
Summary of Objective 2
• Objective– To collect data on how fans use social media to connect with
sports.
• Results– Sports fans are typically high users of social media and spend
most of that time utilizing Facebook, ESPN and YouTube.
– While they are active in finding information, they are not as involved in creating and posting content. When they do, they believe it adds to their teams’ success.
– The fans do not feel a personal connection with players through social media.
How does the fan spend on sports merchandise?
Custom Furniture
N/A - I do not purchase
Other
Autographed Memorabilia
Jewelry
Lawn Accessories
Video Games
Kitchenware
Apparel
2%
2%
12%
17%
18%
19%
20%
30%
76%
% of respondents
How do fans prefer to purchase merchandise?
0
10
20
30
40
50
60
70
80
16 158
1812
2 3
13 17
18
10
14
1 1
18 14
16 13
9
4 0
1615
12 14
12
32
89
1711
20
6
3
2 4 26 5
52
3
1 0 1 2 26
62
1st Choice 2nd Choice 3rd Choice 4th Choice 5th Choice 6th Choice 7th Choice
# o
f re
sp
on
de
nts
Who do fans shop for and how much do they spend?
$50 or less $51-$100 $101-$200 $201 or more
19%
31%
18%
11%
Average Annual Spend
% of respon-dents
19%
11%
58%
Yourself Others Both% of respon-
dents
Influencers on the sports fans’ purchase decisions.
2
6
31 1 2 1
22
0
12
7
20
10
0
26
6
28
20
1210
27
6
16
43
23
34
41
28 27
31
8
23
5
10
18
35
8
36
2
Very Unimportant Unimportant Neutral Important Very Important
# of re-spondents
Is pride a reason fans purchase merchandise?
Strongly Disagree Disagree Neutral Agree Strongly Agree
4%2%
11%
35%
26%
% of respon-dents
Summary of Objective 3
• Objective– To determine shopping behavior by fans who invest in sports
licensed consumer goods and merchandise.
• Results– Almost all sports fans purchase merchandise, particularly apparel.
– Fans prefer to shop at big box stores or online for their sports merchandise. This is likely because the prices of merchandise in those stores are lower than at the venue or a small business.
– Fans buy merchandise for themselves and others. The majority will spend up to $100.
– How much a fan likes a team is very important in their purchase decision. This is followed closely by cost, variety and quality of product.
What actions do sports fans commit?
Crying
Yelling at Fans of the Opposing Team
Booing the Opponent
Screaming/Yelling at Officials
Consume Alcohol While Watching Sports
Make Noise by Clapping or Whistling
Wear Team Colors or Clothing on Game Day
Cheering
9
9
20
43
52
66
67
71
# of respondents
Do fans believe in superstition?
25%
54%
Yes No % of respon-dents
What affects a fan’s happiness?
My te
am is
win
ning
by...
A pla
yer g
ets i
njur
ed a
nd...
My te
am d
oes n
ot m
ak...
The
official
s mak
e ...
My te
am w
ins t
he c...
My te
am lo
ses i
n th
e fin
...
My te
am m
oves
to a
...
My te
ams'
coac
h ge
...
1
25
18
23
1
41
35
9
0
41
37
43
0
24
17 17
57
18
7
0
4
19
43
30
0 0 0
64
24
37
0 0 0
66
0 0 0
Very Unhappy Unhappy Neutral Satisfied Very Satisfied# of re-
spondents
Do fans try and influence others to be fans?
Strongly Disagree Disagree Neutral Agree Strongly Agree
12%
18%
30%
14%
4%
% of respon-dents
Summary of Objective 4
• Objective– To determine behaviors and emotions exhibited by fans.
• Results– In general, fans like to make noise, wear team colors
and consume alcohol while watching or attending sporting events.
– Fans are happiest when their team wins a championship and are fairly unhappy with any other outcome.
– Fans are satisfied no matter if they can influence others to be fans as well
Demographics
Under 18 years
19-25 years 26-35 years 36 and older
0%
5%
32%
41%Age
% of respon-dents
17%
61%
Gender
Male Female Other% of respon-
dents
Demographics
Less than $25,000
$25,001 - $49,000
$50,000 - $99,999
$100,000 and above
3%
30% 29%
16%
Annual Household Income
% of respon-dents
Single
Dating a sports fan
Married to a non-sports fan
Married to a sports fan
Dating/married to someone in the sports industry
9%
8%
27%
36%
0%
Marital Status
% of respon-dents
Demographics
5%3%
67%
1%2%
Regions in which the respondents reside
Northeast
Southeast
Midwest
South
West
% of respon-dents
Conclusion
• The sports industry has highly involved fans. While they may not be a fan to be a part of the team, they value social experiences surrounding sports activities.
• Marketers will have to continue to find ways to push fans past content consumption to content generation. The key will be making the fan feel that they are having a personal connection with the team, its players or other well-known sports figures.
• Marketers must also develop strategies to re-create the fans need to experience sports amongst others in a social setting through online engagement.
Conclusion
• Fans are willing to spend money to support their team. It is the responsibility of merchandisers to make the product available, affordable and full of variety in order to keep purchases flowing. Fans will pay more for products they believe are unique.
• Since the majority of respondents have a household income of at least $25,000, it is likely sports are currently being viewed on cable television in most homes. Media companies will need to adapt to changes in consumer media consumption to address alternatives to cable television.Follow this link to view this presentation on Slide
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