July saw a busy international sports calendar which led to increases in sports audiences across Southeast Asia. There was a 17.24% increase in the online sports audience and a 50.12% increase in sports page views. Males aged 18-40 made up the majority of the audience. The mobile sports audience also grew by 15.19%. Sports audiences in Malaysia, Thailand and the Philippines saw increases in unique browsers and session times. The mobile sports audience continued growing significantly in July.

1. Sports Audience - Southeast Asia
!
July 2010!
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2. July in Sport!
July was a busy month for the international sporting calendar,
it opened with the semi-finals of the Fifa World Cup which
after a grueling month on the field came to a close on the
11th July with Spain on top. Le Tour de France commenced
on the 3rd July taking cyclist and viewers on a spectacular
journey through the Pyrenees and the valleys of France for
22 days, before peddling it out on the Champs-Elysées. It was
also filled with cricket, motorsports, rugby union tri-nations
and hockey. Lets take a look at the effect this jam packed
month had on the Southeast Asia Internet Sporting Audience.!
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3. Sports Audience – Southeast Asia !
July had a 17.24% increase in the Southeast Asia Online Sports
Audience since June.!
There was a 50.12% increase in Sports Page Views across 42
Sports related sites.!
The Mobile Sports Audience recorded a 15.19% increase for
the month of July.!
User Sessions to sports sites increase by 10% on average
across South East Asia!
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4. Sports Audience - Demographic !
Gender! Males made up 79.78% of the
online Sports Audience of
20.13%!
Southeast Asia for the month of
July. !
Male!
79.78%! Female!
Age!
30.00!
25.00!
A quarter of the Online Sports
20.00! Audience for July were aged
between 25-30, while 76.87% were
%!
15.00!
10.00!
5.00! aged between 18-40.!
0.00!
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5. Sports Audience - Demographic !
Half of the Online Sports Audience for
Education!
60!
Southeast Asia have a college or
50! university education while an additional
40!
23.89% have post gradate education.
30!
20!
That’s 74.56% of the online Sports
10! Audience.!
0!
No formal Less than High school! College / Post-college! Trade /
education! high school! University! certicate!
A third of the Online Sports Audience
Monthly household Income !
for Southeast Asia has a monthly
35!
30!
25!
household income of less than
20!
15! $500USD. 35.67% has a monthly
10!
5! income between $501-$1500. These
0!
figures however remain representative
of the overall monthly income figures
for Southeast Asia.!
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6. Sports Audience - Malaysia !
Malaysia’s two top Sports related Malaysia had a 24.51% increase in
sites both had over a 50% increase Mobile Sports Browsers in July.!
in Unique Browsers during July.!
11.77% of unique browsers of
User Sessions increased by 12.28% Themalaysianinsider.com-sport
in July compared to June. ! viewed the site from a mobile
device.!
Browsers are viewing Sports
related sites 3.18 times per week The Malaysian Sports Audience is
and spending an average of 5.19 predominately well educated males
minutes per session. ! aged between 21 to 40. !
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7. Sports Audience - Thailand!
Age!
30! It remains a predominately male
25!
20!
audience, with females representing
only 19.07% of Thailand’s Sports
%!
15!
10!
5! Audience.!
0!
70.07% are accessing these Sports
related sites from home, while 23.16%
view these pages from work. !
48.92% of Thailand’s Sports Audience is
aged between 21-30 years of age, making The majority Thailand’s Sports
its Sports Audience slightly younger than Audience are well educated, 61.38%
average for Southeast Asia.! having completed college/university
education and an additional 16.49%
post graduate education.!
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8. Sports Audience – Philippines!
Age! The gender trend remains with
18!
males dominating the Sports
Audience by 82.38%.!
16!
14!
12!
10!
%!
8!
6!
4!
2!
The Philippines Sports Audience
0!
has on average the longest Session
Duration when compared to
Thailand and Malaysia. Browsers
The Philippines has an older spend on average 1 minute and 30
average Sports Audience with a seconds viewing each page,
spike in Unique Browsers in the averaging 3.75 pages per session.!
35-40 year old range. !
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9. Mobile Sports Audience!
Internet browsing from mobile devices continued to grow in July
with a 19.86% increase across Southeast Asia. !
The Mobile Sports Audience recorded a 15.19% increase for the
month, Soccersuck.com was the leading mobile Sports site for
Southeast Asia. The top Sports site for PC browsers dropped to 15th
place in mobile browsing.!
Mobile Browsers spent less time on average than PC browsers on
individual Sports pages. However they had a higher average number
of Page Views per Session than PC Browsers, resulting in them
having an overall longer Session Duration. Mobile Browsers did
however frequent these sites less often.!
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