03 Nov 2011
Watching sport at home is now a social experience according to Octagon research
Research recently conducted by Sports and Entertainment specialists Octagon has shown that 62% of sports fans in the UK report using either a computer or mobile device while they are watching live sport on TV.
Multi-screening is fast becoming the norm for sports fans who now combine their viewing experience with chatting to friends on social networks, accessing sports websites, online betting during the game or even something unrelated to the match they are watching.
The research showed that 18-34 year old males now regard watching TV at home alone as a social or interactive experience with 76% claiming to have used either their computer or mobile device whilst watching live sport in the last 12 months. Other demographic groups are also increasingly multi-screening whilst watching live sport.
Matt Hales, Octagon UK’s VP Strategy said, “Gone are the days of the couch potato slumped in front of the TV. Our research shows that watching television is now a much more interactive and social experience. Technology now enables viewers to simultaneously watch sport, source sport-related content and interact socially.
“This trend presents significant opportunities for those who use sport as a marketing platform. Sponsors should now be entirely comfortable using online channels to directly engage sports fans around live matches, in addition to traditional TV commercials, broadcast sponsorship and perimeter signage. By adopting this approach, sponsors can add value to the viewing experience by providing content directly relevant to the match. Sponsors will inevitably face challenges to ensure fans engage with their content rather than someone else’s but as always, it is those who do it well who will succeed.”
The research also showed how the multi-screening trends differ across Europe. The UK, it seems, is a little behind the curve. Whilst 62% in the UK claim to have used a computer or mobile device whilst watching live sport, 66% of French viewers, 71% of Germans and 80% of Russians claim to have done so in the last 12 months!
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Notes to Editors
The UK research was conducted in June 2011, with a sample size of 1,614.
The Germany research was conducted in August 2011, with a sample size of 406.
The Russia research was conducted in August 2011, with a sample size of 407.
The France research was conducted in August 2011, with a sample size of 410.