Sports fans more likely to become a fan of a brand or look at an advert, report finds
Sports fans showed significantly greater purchasing intentions than those who are not interested in sports, new research commissioned by Eurosport has found.
The survey of nearly 7,000 men and women aged 16-69 in Germany, France and the UK discovered that 50 per cent of those who are interested in sports intend to purchase a new mobile device in the next year, compared to 40 per cent of the general population, with the statistics being similar in the areas of travel (57 per cent verses 58 per cent) and cars (31 per cent against 23 per cent).
Vincent David, deputy director of marketing at Eurosport, said: “These loyal and passionate fans clearly habitually connect with friends and share ideas, and are therefore a great first point of contact for brands. In these challenging economic times reaching out to them is a strategic investment.”
It was also found that sports fans are more ‘connected’ than the general population, with 83 per cent using social media compared to 78 per cent of the general population, while sports fans also demonstrate greater engagement and interaction on these platforms.
Almost half of sports fans (47 per cent) become a ‘fan’ of a brand, compared to 38 per cent of the general population, while 39 per cent will click on or look at an advert, compared to 32 per cent.