The Evolution of Sports on Mobile: How Consumption Patterns Have Changed
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Presented at the Mobile Growth Association's global conference by Farhad Divecha, MD of AccuraCast
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The Evolution of Sports on Mobile: How Consumption Patterns Have Changed
- 1. The Evolution of Sports on Mobile Farhad Divecha MD, AccuraCast
- 2. Find new markets, gain new customers, and expand your reach.
- 3. Who We Are Growth Strategists Account Managers Paid Media Specialists Organic Growth Specialists AccuraCast is a digital marketing agency that helps businesses grow globally by winning more leads and sales via online channels. We do this through data-led search, display, and social media marketing.
- 5. Changing Consumption Patterns Social media is now roughly at par with online newspapers and magazines, in terms of sports content consumption.
- 6. Rise of Online & Social Online newspapers and magazines, Facebook and Twitter are the preferred channels among men and women alike
- 7. How Do People Consume Sport News?
- 8. Key Takeaways Content consumption happens on Mobile 24% of Millennials use online newspapers/magazines to consume sports news 22% use Twitter Users 55+, consume sports news online through magazine or news sites
- 10. Use Your Influencers Choose people that have a connection with the community In Nike’s case, it was Tiger Woods, Michael Jordan and LeBron James sharing posts For you, it might be your local football team or a local hero.
- 11. The Power of Emotional Content Endear consumers to the brand with a variety of well-timed and well-executed content campaigns and video spots.
- 12. Engage Fans Treat your fans to behind the scenes action to help build excitement and drive engagement around events.
- 13. Listen To Your Fans Paddy Power used social media channels to keep fans engaged and entertained throughout the lockdown period and continued to take advantage of the ever-changing world of sport.
- 14. Speak Social Quality content – when regularly uploaded – is perfect for a mobile-first approach and to appeal to a younger generation.
- 15. Create Opportunities With football suspended, the Premier League announced the launch of the ePremierLeague Invitational tournament.
- 16. eSports in 2020 $1.1 billion – Global Esports Revenues in 2020, +15.7%, up from $950.6 million in 2019 $822.4 million in revenues—or three- quarters of the total market—will come from media rights and sponsorship 495M people in 2020 (+11.7% from 2019)
- 17. Final Takeaways Connect with your audience Invest in quality content Build brand-loyalty
- 18. Thank You! Presented by: Farhad Divecha, MD at AccuraCast 1st October 2020
Editor's Notes
- 4
- It’s now easier than ever for consumers to keep up to date with sports news just by scrolling through their feed on Social Media.
- We conducted a survey of 1,127 UK respondents, to find out where sports fans go to digest sports content. Of the total number of respondents, 44% were female and 56% were male. After online news sites, Facebook is the second most popular choice at 20.2% (15.6% male and 24.9% female), followed by Twitter at 10.1% (13.4% male and 6.7% female).
- When breaking down the numbers by age ranges, we start to see significant differences between the way younger generations consume sports content versus older users. In terms of gender, the numbers are roughly the same – both men (44%) and woman (40%) prefer consuming sports news through online newspapers and magazines.
- We were surprised to see Twitter being the second most popular channel, as this is generally not seen as the preferred platform for younger generations. On Mobile, each time social media users flit between networks and sites is an opportunity for a brand to be seen.
- I’ve got a few case studies to go through here, which illustrate examples of how some brands have done a great job of delivering sports content on mobile
- Choosing people that have a connection with the community you want to make an impression on is very important if you want to deliver your message and make it stick. ‘Never Too Far Down’ has been viewed more than 117m times since it was unveiled in May.
- The video in this slide has 33M views as of end of September 2020 This is an emotional time for people. And businesses that understand this and empathise will be remembered long after the pandemic. The mobile phone will come out of this pandemic a hero – technology on our devices allows us to stay safer and minimize the spread of COVID in multiple ways. But if you talk about that as a feature, you’re unlikely to succeed… you need to tap into the emotional, human need.
- UFC is one of our clients, and as you’ve probably heard, they were one of the first sporting bodies to organize a live sporting event, right in the middle of lockdowns. It started with a dream, that many called “crazy”, but Fight Island did happen, and it was a roaring success. In UFC’s case, thanks in part to AccuraCast’s work, they reached 8.97m fans were in the UK, Ireland, Germany and UAE, generating 11.4m impressions across the four key markets by boosting content such as interviews with fighters, the weigh ins, and the face-offs for each individual event. The takeaway here is that fans are hungry for sports content, so as providers this is a great opportunity for you. And in the absence of much live action on TV, you’ve got a captive and hungry audience on mobile – what can you do to feed that hunger?
- They ‘hired’ Alan Curbishley, Phil Thompson, Matt Le Tissier and Charlie Nicholas to star in ‘Pundits’. Just days after Thompson, Le Tissier and Nicholas were let go from analysts’ roles at Sky Sports. This content was watched and shared on YouTube numerous times, and it gave people talking points on social media and was received very positively by the social media blogosphere. Making the PaddyPower brand grow in the process. Here’s a Tip for mobile content providers: Join the conversation creatively and make your community feel part of a movement.
- Quality content that’s updated regularly, with references to social media and to the social world in general - by the primary characters - is generally very well received and a brand can benefit greatly from this positive exposure.
- Footballers representing each club would battle it out on FIFA 20 during April, tapping into huge social media following of global superstars. Excitement built as more Premier League stars were confirmed to take part on the PS4 format which was live streamed on mobile devices across YouTube, Facebook and Twitch, and also shown live on Sky Sports, attracting more than 150m video views. The final between Liverpool’s Trent Alexander-Arnold and Wolverhampton Wanderers’ Diogo Jota generated 3m views on Facebook and 394,000 on YouTube. Interest in the esports tournament grew 275% from the first match through to the final, highlighting huge interest in the tournament. What’s the lesson here – great monetisation opportunities if you can quickly adapt your offering
- The level of accessibility, affordability, and quality found in game apps has impacted the market significantly. Smartphone manufacturers and app developers shift their focus towards younger markets, as revenue growth subsides in mature markets. There is a spectrum of phone quality in developing countries. Developers are conscious of creating applications that are accessible to users on both sides of the spec scale. Their efforts resulted in the introduction of “lite apps.” These less intensive mobile apps have acted as a catalyst for growth in both mobile gaming and esports.