Football fans 'second screen' use grows during UEFA Euro 2012 coverage
Research from IAB UK, in collaboration with ESPN in the UK, found that while TV remained the preferred viewing method for UEFA Euro 2012 more than half (54 per cent) used another digital device whilst watching - so called ‘second screen’ activity.
Based on a survey carried out between 16 and 21 June using the ESPN Fan Forum, which represents over 3000 sports fans, findings showed the use of multi-screen engagement has changed since the FIFA World Cup 2010. The rise of tablets in recent years showed one in ten now used a tablet computer as their ‘second screen’. Smartphones took the top spot with 28 per cent of those surveyed citing that as their ‘second screen’ device, with laptops - the fan favourite in 2010 - falling to second place with 25 per cent.
Jehan Shah, associate director of sales at ESPN EMEA, commented: “The research shows that it is more important than ever for brands and media companies to develop multiple and varied digital sports offerings for fans.
“It also shows the rise of fans’ ‘second-screen’ activities while watching games on TV is not a zero sum game: it shows there is a growing, robust market to serve fans with companion, supplementary digital services.”
The research also found that social networking and mobile played a vital role in keeping viewers up-to-date throughout the tournament. 16 per cent read tweets, with 10 per cent publishing tweets. Social networks also played a vital role in keeping those who could not watch matches live up to speed. Websites also played a role with keeping fans informed with 23 per cent going online for live scores and updates.
Social media interaction was happening during games rather than before or after, 25 per cent sending texts whilst games are in play, suggesting a shift as in 2010 activity dipped during matches and peaked pre and post-match.
IAB research manager, Hannah Bewley, added: “With the next World Cup taking place in Brazil it will be interesting to see what impact the time difference in Brazil has on social media for the 2014 FIFA World Cup.”