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


# of re-spondents


• 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?


4%2%

11%

35%

26%

% of respon-dents


• 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?


12%

18%

30%

14%

4%

% of respon-dents


• 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.

• 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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