yahoo! a closer look at the olympics and sports
DESCRIPTION
With only a few months to go, you'll find out what UK consumers are looking forward to with the Olympics. Which sports, and what they want online. Also a wider summary of Brits love of sports as the spectator, not the player!TRANSCRIPT
Olympics, the greatest game on Earth
Footb
all
The Olympic
Games
Form
ula 1
Cricket
Rugby Union
Boxing
Moto
rsports
(genera
l)
Tennis
Winte
r Sports
(e.g. s
ki...
Athletics
Extreme Sports Golf
Rugby League
Cycling
Basketb
all
Swimming
Horse ra
cing
Sailing
10%
20%
30%
40%
50%
60%
70%
Women more interested in Olympics than men
F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+
I will be watching all of the Olympics coverage when it is on
I’ll use the internet to follow the Olympic coverage
I keep a look out for news about the Olympics
I am up to date with what is happening at the Olympics
I am only interested in how well my national team performs
70%
52%
44%
37%
31%
72%
53%
46%
40%
32%
68%
51%
40%
30%
29%
UK WomenUK MenTotal UK
Over half will turn to the internet for Olympic coverage
Total Base: 552, Men: 342 ,Women: 210, M2. ..on the Olympics, as they are coming to London in 2012. To what extent do you agree with the following statements relating to watching the Olympics?
% Agree
Keeping track of the leagues tables is most important
Watching archived footage of previous Olympic games
Hidden/gossip articles regarding athletes and teams
Watching live video of the games
The build up to the Olympics
I will use a variety of sources for information about the games
Watching major highlights from the games
Getting the latest news from websites
Your national team updates
Reading reports of what has been going on
Checking the medal tables
11%
30%
23%
26%
38%
37%
49%
50%
51%
58%
20%
19%
36%
36%
47%
52%
53%
53%
53%
59%
17%
23%
31%
32%
43%
46%
51%
52%
52%
59%
Total UK UK Men
UK Women
Total Base: 552, Men: 342, Women 210, M3. During the Olympics, which of the following will you use the internet for?
Internet usage during the Olympics
Athletics and gymnastics lead Olympic interest
Athletics
Gymnasti
cs
Football
Cycling
Boxing
Tennis
Rowing
Badminton
Hockey
Triathlon
Basketball
Table Tennis
Modern Pentathlon
Archery
Shooting
Volleyb
all
Sailin
gJudo
Canoe
Equestrian
Fencin
g
Taekwondo
Handball0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total UKUK MenUK Women
Total Base: 552, Men: 342, Women 208. M4. Which of the following Olympic events are you likely to follow at the 2012 Olympics?
Olympic events likely to follow
Don't know
Less medals
The same amount
More medals
17%
11%
22%
50%
6%
13%
17%
64%
11%
12%
19%
59%
Total UKUK MenUK Women
Go for gold!! British men are most optimistic for team GB!
Total Base: 552, Men: 342, Women: 210. M7. Do you think the Great Britain team will win more, the same or less gold medals than the 2008 Beijing Olympics?
M5 - Can you please tell us your most inspirational/memorable Olympic moment?
Olympic moments
Sports... a spectators game
Footb
all
The Olympic
Games
Form
ula 1
Cricket
Rugby Union
Boxing
Moto
rsports
(genera
l)
Tennis
Winte
r Sports
(e.g. s
ki...
Athletics
Extreme Sports Golf
Rugby League
Cycling
Basketb
all
Swimming
Horse ra
cing
Sailing
10%
20%
30%
40%
50%
60%
70%
Football tops for men’s sporting love
F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+
F4 - Can you please type in below any other sports not shown here that you are interested in:
Other British sporting favourites...
Sport is escapism, more watching than playing
B2. Can you tell us which of the following hobbies, interests or subjects you love or loathe? F2. To what extent do you agree with following statements about sport?
Base: All men (2382), All those interested in sport (1163 UK men)
61%LOVE
WATCHING
40%USE SPORT TO ESCAPE FROM
EVERYDAY LIFE
32%LOVE PLAYING
SPORTS
16-24 YR OLDS = 45% LOVE PLAYING SPORTS
LOWEST IN EU (EU AVG. = 66%)
GERMAN MEN = 43% MORE LIKELY TO LOVE PLAYING SPORT
THAN UK MEN
All ages are affected by fitness and looks
D1. How close do you feel you are to achieving the following goals / aspirations in your life? D2. Out of the following goals/aspirations that you feel you have yet to achieve, which do you think the internet could help you with? UK Men 2382
42%PLAYED
SPORT IN THE LAST WEEK
24%NOT HAPPY WITH THE WAY THEY
LOOK
42%NOWHERE
NEAR IDEAL FITNESS
OVER 1 IN 7 MENWho are unhappy with
themselves... turn to the internet for help
Internet an essential link to sport
F2. To what extent do you agree with the following statements relating to sport? Base: Those interested in sport (1163 UK men)
55%ESSENTIAL
KEEPING UP TO DATE ONLINE WITH SPORTS
57%HAS SPORTS
INFORMATION UNAVAILABLE ELSEWHERE
78%PROVIDES 24/7
SPORTS INFORMATION
Used an illegal streaming site to watch sport
13%
Read about sports online
78%Sources: trusted and reliable a must
65% agree
Watched/followed a live sports event online
50%Shared sports content with others
49%
Watched sports videos / highlights
45%
55% in the last day vs. 46%
LC amend
A week in the life of a male sports fan...
F1. Relating to sport, can you tell us when you last did each of the following activities listed below? F3 which of the following have you used the internet for regarding sport and when?
Base: Those interested men in sport (1163 UK men)
Only 8% PPV (pay per view) for a
sporting event, in the last week
The social side of sports online, in the last week
F3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the last week, unless otherwise stated. Sample UK men 1163
44%AGREE SPORTS
HELP ME CONNECT
WITH OTHER PEOPLE
26%POSTED OWN COMMENTS
44% READ OTHER SPORTS FAN COMMENTS
Getting interactive with sports, in the last week
18%PLACED A
SPORTING BET
13%WATCHED LIVE
SPORTS ONLINE AT THE
OFFICE!
22% PLAYED IN FANTASY
FOOTBALL LEAGUE
OVER 50%Have ever watched live sports coverage online while at work
F3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the last week, unless otherwise stated. Sample UK men 1163
Sports on the move... with mobile? Or stationary...
46%MEN
24%WOMEN
ACCESSED ONLINE
SPORTS INFO VIA MOBILE
F3 which of the following have you used the internet for regarding sport and when? Sample based on in the last month. Base: Those interested in sport (1163 UK men, 192 women)
2 SCREENING = 15% Followed event on my mobile
whilst watching it live
• ABOUT:• Men behaving digitally (MBD) is an in depth look at how much digital
touch points are changing behaviour. From how we communicate, run our homes, connect with our passions, aspirations and also the darker side of expression on the web
• FIELDWORK• conducted Jan – Feb 2011
• SAMPLE• EU5 sample: 15,109. 1/3 nationally representative internet sample, 2/3
onsite Yahoo! respondents• UK, Germany, France, Spain, Italy• Standalone country data for Ireland (sample 1285)
• WEIGHTING:• All data weighted to the comScore internet universe and EU figures
weighted to be representative of the EU5 internet population based on comScore profiles
• FURTHER CONTACT• Laura Chaibi, Director of Research
• Paul Hardcastle, Head of Consumer Research
MBD: men behaving digitally
EU: 15,109 people men aged 16-54
28%35-44
25% 25-34
23%16-24
24%45-54
80%men
20%women
MBD: sample composition
Yahoo! MBD: Men behaving digitally March 2011