Insights into the role of psychology, technology and behavioural economics in sport participation and success.

1. Sport Research & Cyberpsychology
An Amárach Research Presentation
By Patrick Kennedy

2. www.research.net/s/sforb

3. 84% Of all Irish adults are interested in Sports
That’s 2.8 millionpeople
Including
88%
of males
and
80%
of females
Source: Philip Lee Sport Report

4. 56
47
41 41
34
31 30 29 29 28
Sports Interest
Walking Soccer Gen. Fit Rugby
GAA
Football
GAA
Hurling Tennis Golf
Source: Philip Lee Sport Report
Running Cycling

5. 10
14
28
13 13
5
10
8
108 The average number of minutes we spend watching sport a week
Everyday
4-6 times
a week
2-3 times
a week
Once
a week
Few times
a month
Once
a month
Less
often Never
141
for males
68
for females
Source: Philip Lee Sport Report

6. 95
88
83
78
4
10
12
20
Grand National
Dub v. Tyr
Mun v. Toul
Lein v. Toul
Laptop/Smartphone/Tablet TV
Viewing Behaviours
Source: Amárach / Sport for Business Report

7. 7
18
30
15
9
2
10 9
Everyday
4-6 times
a week
2-3 times
a week
Once
a week
Few times
a month
Once
a month
Less
often Never
Individual Sports/Exercise
Source: Philip Lee Sport Report

8. 0 1
7
9
5 4
18
56
Team Sports/Exercise
Everyday
4-6 times
a week
2-3 times
a week
Once
a week
Few times
a month
Once
a month
Less
often Never
Source: Philip Lee Sport Report

9. 33% Of Irish adults who own a smartphone
have apps related to sport
Source: Philip Lee Sport Report
37% Of Irish adults who own a smartphone
have apps related to exercise

10. Source: Philip Lee Sport Report
71
38
26
18
4
Running/
Walking
Home
Workout
Gym
Workout
Cycling Other
App Types

11. 2%Research from December 2014 suggests that
of adults online own a wearabledevice
Source: Amárach Data
1%
Claim to own a smartwatch

12. Source: Philip Lee Sport Report
58
52 54
43
34
16-24 25-34 35-44 45-54 55+
47% Will consider getting a data monitoring device /service in 2015

13. Adoption Curve

14. Theory of Planned Behaviour
Attitude
Subjective
Norm
Perceived
Behavioural
Control
BehaviourIntention

15. Theory of Planned Behaviour

16. Theory of Planned Behaviour

17. Definition of Sport

18. Video Games as Sport

19. $1.1BnAmazon recently acquired Twitch for
1.35% The percentage of US web traffic on Twitch
Number of viewers per month 45Million

20. Patrick Kennedy – Associate Director
Amárach Research
E: patrick.kennedy@amarach.com
T: @Cyberpsychinfo