The survey
conducted by GreenHunters Sports International on how fans plan to follow 2014
FIFA World Cup in Brazil, provides insight into Sport’s Second Screen Boom.
A second
screen refers to the use of a computing device (commonly a mobile device,
such as a tablet or smartphone to provide an enhanced viewing experience for
content on another device, such as a television. In particular, the term
commonly refers to the use of such devices to provide interactive features
during "linear" content, such as a television program, served within
a special app.
Large number
of fans is now following football on second screen while watching the game on
television. The fans’ popular activity is to follow live text commentaries
(Blogging) on their tablets or Smartphone while watching the same game or
following another game on TV.
According to
‘Know the Fan’ – The Global Sports Media Consumption Report meant to be
published on June 3, 2014: “The proportion of football fans using an
Internet-Connected device to follow the game while watching on TV range from
29% in Japan to 74% in Turkey.”
In Brazil, China, USA, UK, Australia and Nigeria more than half of the fans polled responded that they will be using their device to follow 2014 FIFA World Cup while watching the mundial on TV.
After
studying the draft of the ‘Annual Know The Fan Report,’ GreenHunters Sports
International went on to track down the shift in football consumption trend and
how it would affect 2014 FIFA World cup media consumption pattern.
20 countries
from the five continents were covered:
- Africa – Nigeria, Algeria, Cameroon and South Africa
- Asia – China, India, Iran, Australia
- Europe – UK, Germany, Greece, Spain
- North America – USA, Mexico, Canada and Columbia
- South America - Brazil, Argentina, Uruguay and Paraguay.
In each
country, 1, 000 interviews were conducted online between May 27 to June 4,
2014. This is a representative of a combined total fan population across the 20
countries surveyed, which are over 3 billion people.
The most
common second screen activity most fans engage-in is following live football
App on their device. Other activities include:
- Watching short video clips (Play back)
- Communicating with friend about the match
- Communicating with a global community of fans on social media networking sites
- Posting comments on Social media networking sites
- Monitoring another live football game
- Placing online football bet…
Edward
Spencer, an English fan who spoke to us on Skype said: “The second screen
actually compliments television. It provides us with more in-depth details of
an on-going match. Apart from the minute-by-minute text commentaries I get from
bloggers, it also allows me to share my view points as well as read what other
fans and friends are writing about the match across the globe.”
“It’s so
exciting really, when you log on to Twitter or Google+ or when you use ‘Live
football App.’ You could watch video
playback clips, monitor other games you are interested in, place online
football bet… It’s more of an integrated package delivered to you on your Tab
or Smartphone. I’ll surely derive better utility satisfaction if I use my
device to follow 2014 FIFA World cup.” Spencer concluded.
Frank Dunne,
Editor of TV sports market said, “We know that second screening is now second
nature to most sports fans, especially younger fans, but for the first time we
can see exactly what they are up to with those tablets and Smartphone. And I know 2014 FIFA world cup won’t be left
out. These are valuable insights for anyone in the sports broadcasting value
chain; whether they are Right-holders, Broadcasters, Telco, Agencies or
consultants, Advertisers… They could easily understand the shift in football
media consumption trend.
I strongly recommend
the report ‘The Fourth Annual Know the Fan Report 2014. Contact: www.sportsbusiness.com
