LondonViews 3.0

LondonViews 3.0Insights from the third survey in January 2014

LondonViews
• Online reader panel launched in
September 2013
• 1,400+ members and growing every
day as recruitment continues
• Monthly surveys on a wide range of
topics, editorial and commercial
• Members earn rewards which they can
redeem through PayPal

• Results based on a sample of 433 readers
• Fieldwork dates Wed 15 – Wed 22 Jan 2014 (inclusive)
• Around 80 questions, so panel split into two “streams”,
resulting in a median 15-minute online survey for most
• We have defined a London Evening Standard “reader” as
someone who normally reads 1 + issue of the paper
in a typical week (excluding reading of standard.co.uk)
• Figures are weighted so they are representative of the wider
LES readership (all regular readers who are online ~1.3m)
The boring bit (methodology)
Men 15-34 31%
Men 35-54 25%
Men 55+ 5%
Women 15-34 18%
Women 35-54 15%
Women 55+ 6%

 66% of London Evening Standard readers are interested in the FIFA World Cup 2014
tournament: 35% very and 31% quite (77% male, 48% female total v/q interested)
Footballistas
 Q. It will be difficult to escape World Cup football this summer.
Since you’re not a World Cup fan, how will you escape the
football mania and avoid footy fever?
 Around 200 comments, including:
Binge on box sets and go out with my friends - few of whom are footie fans
Go to cinema, theatre, exhibitions, museums, art galleries, parks, etc.
Take advantage of cheap theatre/cinema deals instead (TV will be nothing but football)
No Plans. Will enjoy the traffic free roads when major matches are being played

 Q. Which team will be your first choice to support in the World Cup 2014?
Team colours
65%
16%
3%
 Q. Which team will be your second choice to support in the World Cup 2014?
29%10%12%

 Q. Do you follow any ‘lucky’ rituals on the day your national team plays a match?!
Be lucky …
Full breakfast in Weatherspoon’s
I do have my England football socks to wear. I used to have pants as
well, but they are history.
I simply carry a shell in my pocket
Just ensuring that we display the Union Jack Flag
Just showing a St George's cross and an England T shirt
Once we score I keep my posture the same, or try to
We obsessively fill in the wall charts with EVERY team score, and
change pubs to watch every game - never watch England play in the
same pub more than once!
Wear my clean England top
Wearing lucky pants
Wear the team shirt
A minority do…

 Q. How do you think you will follow the World Cup coverage this year?
Media coverage
Base: all readers very/quite interested in the World Cup
3%
3%
28%
16%
35%
43%
34%
52%
56%
88%
None of the above
Travel to Brazil to watch matches live
Read pre-match reports online/mobile
Listen to match coverage on the radio
Watch matches live online (computer, tablet or
mobile)
Read post-match reports online/mobile
Read pre-match reports in newspapers
Read post-match reports in newspapers
Watch highlights on TV/online
Watch matches live on TV

 90% of London Evening Standard readers interested in the World Cup said they
would be likely to watch any of the qualifying group games on TV, and 93% said they
would be likely to watch the England games on TV
 Q. What games do you think you will be watching in the group stages?
68% Will watch as many of the games in the tournament as I can
13% Will watch the games in my team’s group only
10% Will only watch my own teams games
3% Will not watch any of the group games
6% Don’t know
Group stages

 Q. Where do you plan on watching most of the matches?
Viewing is a team sport
6%
8%
28%
34%
50%
64%
At a fan park
At work
At home or someone else’s home with friends
At home alone
In a pub or bar
At home with other members of your household

of readers plan to buy a new tablet in preparation for the
World Cup 2014. Number of new tablets likely to be bought =
of readers plan to buy a new TV in preparation for the World
Cup 2014. Number of new TV sets likely to be bought =
of readers plan to upgrade mobile phone in preparation for
the World Cup 2014. Number of mobile phone upgrades =
of readers plan to change internet provider in preparation
for the World Cup 2014. Number of switchers likely to be =
Enhancing viewing pleasure …
* x% of the 52% interested in the World Cup = y% x 1.3m readers (based on LondonViews weights to the NRS)
12%
11%
6%
5%
81,000+
74,000+
40,000+
33,000+

 Q. Which, if any, of these brands do you associate with the FIFA World Cup 2014?
Partners
58%
49% 48%
37%
27%
21% 20%
9%
6% 5% 4% 3%
21%

 Q. Which, if any, of the following car manufacturers are official global sponsors of the
FIFA World Cup 2014?
Sponsors
21%
13%
10%
7% 7% 6%
5%
3% 2% 2%
1% 1% 1%
% %

 Q. How strong is each of these brands’ association with football, where 1 is no
association at all and 5 is very strongly associated?
Associations
23%
16%
18% 17%
7%
26%
13%
8% 9%
4%
Ford Vauxhall BMW Kia VW
5
4
3
2
1

 Great interest in competitions where a reader could win tickets to the World Cup 2018
– in total 68% of LES readers interested in WC2014 were interested in this idea
Promotions
17%
24%
17%
22%
12%
31%
20% 15%
46%
21%
Fan park with big screens Local pub take-overs Mobile app with live
news, gossip and
interactive game
Competition to win tickets
to World Cup 2018
Free World Cup fan kit
and car wash from
dealerships
5
4
3
2
1

 Q. Which, if any, of these car brands is sponsoring or associated with the England
football team specifically?
Vauxball …
40%
8% 8%
5% 4% 4% 3% 3% 3% 2% 2% 2% 1% 1% %
37%

By gender …
40%
8% 8%
5% 4% 4% 3% 3% 3% 2% 2% 2% 1% 1% %
37%
50%
8%
5%
3% 4% 4%
2%
4% 4%
2% 1% % % 1% %
32%
13%
7%
15%
10%
6%
3%
5%
1% %
3%
6% 6%
3%
% %
47%
Total Male Female
Amongst male and female readers interested in the FIFA World Cup, men are much more likely (50%)
than females (13%) to know that Vauxhall is associated with the England team

Now back to
the general
survey ….

 Q. Which food & drinks are you likely to consume watching the World Cup?
World Cup, bowl, pack, bottle
12%
6%
20%
33%
64%
69%
None of these
Other
Chocolate
Fizzy Drinks
Alcohol
Savoury snacks e.g. crisps

49%
47%
38%
36%
26%
25%
16% 16% 14% 14% 14% 13%
12%
10%
8% 8% 6% 6%
3% 2%
6%
Q. Which snack brands are you likely to eat whilst watching?
Snack brands
Top 3

28%
22%
20% 20%
20% 19%
18%
16%
15%
14%
13% 13%
12% 12%
11% 11% 11% 10% 10%
8% 8% 8%
7% 7% 7% 7% 6%
5%
4%
3% 3% 2% 2% 2% 1% 1% 1%
Q. Which beer/lager/ale brands are you likely to drink whilst watching?
Beer brands
Top 5

 Q. If your team won the World Cup, how do you think you would celebrate?!
What if ….

71%
38%
31%
28%
26% 25% 24% 23% 23%
21% 20%
16%
14%
12%
9%
5% 4%
11%
Q. Which soft drinks are you likely to drink whilst watching?
Soft drinks brands
Top 3

 24% of London Evening Standard readers interested in the tournament intend
to bet on outcomes from the FIFA World Cup 2014 (and 12% are undecided)
 Of the 65% who do NOT intend to bet, only 5% said they might potentially use a bookmaker who
offered them a free bet to open an account.
Betting
Q. Which of the following bookmakers are
you likely to place your bet with?
2%
%
%
%
%
1%
1%
2%
2%
5%
6%
13%
15%
21%
32%
Other
Betfred
Blue Square
Stan James
Tote/Tote Sport
Coral/Eurobet
Don’t know
888
Victor Chandler/VC Bet
Paddy Power
Skybet
Ladbrokes
Bet365
William Hill
Betfair

 Q. How much do you think you will wager across the entire tournament?
Betting
6%
16%
5%
%
7%
% %
11%
%
25%
13%
% % % % % % % % %
15%
£68 MEAN
£75 men
£36 women

 87% of readers think that reading World
Cup coverage and comment in the London
Evening Standard will enhance their
experience of the event
 But what if England are knocked our
early?! 88% said even if their team doesn’t
get through to the group stage, they will
still follow the rest of the competition
London Evening Standard

 Q. Now leaving aside the World Cup and looking at the Premier League and football
league. How interested are you in football in general?
 Not quite a game of two halves: 57% of LES readers are very/quite interested
(71% of men, 35% of women) while 43% of readers are not very/not at all interested
A game of 2 halves
Base: all LES readers (not just those very/quite interested in the World Cup)
32%
46%
9%
42%
23%
17%
25%
25%
26%
21%
31%
21%
Total
Male
Female
15-34
35-54
55+
Very interested
Quite interested
Not very interested
Not at all interested

29%
14%
11%
9%
7%
6%
4%
3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % %
12%
66% of readers support a team
77% of men, 50% of women

By gender …
29%
14%
11%
9%
7% 6%
4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % % %
12%
28%
14%
12%
7% 7%
3%
6%
4% 4% 4% 4% 4%
3%
%
2%
%
1% 1% % 1% % % %
15%
32%
14%
9%
13%
6%
13%
% % % % % %
1%
6%
1%
4%
% 1%
2%
% 1% % %
4%
Total Male Female
Amongst male and female readers who support a UK football team, Tottenham and Liverpool are more
likely to have female fans amongst our readership than male fans

 Q. How do you usually follow your team’s matches?
Coverage
8%
8%
12%
15%
22%
25%
26%
29%
33%
39%
43%
51%
66%
None of the above
Travel to watch matches away
Read pre-match reports using a mobile app
Read post-match reports using a mobile app
Listen to match coverage on the radio
Read pre-match reports online
Watch matches live online (computer, tablet or mobile)
Read pre-match reports in newspapers
Travel to watch matches at home
Read post-match reports online
Read post-match reports in newspapers
Watch highlights on TV/online
Watch matches live on TV

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