TPEC Pool Enclosures provide a large range of premium commercial and residential retractable swimming pool, spa and terrace enclosures throughout Australia, servicing residential, local government…read more
Massive smartphone engagement by rugby fans
A new study has found that over half of rugby fans (52%) multi-task on their smartphones when they watch rugby at home on the TV and this ‘second-screening’ is not just a sofa habit, with 44% of fans also multi-tasking at the stadium, according to advertising technology company, RadiumOne.
With England hosting the 2015 Rugby World Cup, the research highlights just how important it will be for brands to fully understand rugby fans’ technology behaviours if they are to engage them effectively as customers.
The Rugby Fans & Technology Survey, conducted through research specialist TPoll, revealed that a fifth of fans chat with friends on instant messenger (21%) about the game while watching rugby on TV, and 19% like to post comments about it on social media.
Fans also admit that the 2015 Rugby World Cup will have a large impact on them with 27% increasing their online sharing activity and 34% saying their rugby content consumption will increase markedly.
RadiumOne Europe Managing Director Rupert Staines commented “technology has fundamentally changed the way fans and brands engage with rugby.
“Marketers need to better understand the nuanced behaviours of today’s rugby fans so they can build a tailored conversation on the relevant device.
“RWC 2015 will be a veritable goldmine for those relevant brands who understand the technology routines and associated data of today’s connected rugby fan.”
The research found fans watching at the stadium are more likely to be interacting with rugby content before the game, with 83% using their smartphone prior to kick-off, compared to 74% watching on TV.
Fans’ smartphone usage at the stadium is actually higher than if they were at home, with fans attending the match using their device on average seven times throughout the day, compared to five times for those watching on TV. Younger rugby fans aged 16-34 are more than twice as likely (48%) to use their phone during the game than 55+ year olds (22%).
Highlights from the survey of UK-based rugby fans include:
• UK Rugby fans have an average of 4.6 devices in their household
• Rugby is most often watched at home by fans (89%), in the pub (35%) and at a rugby club (19%)
• Younger rugby fans aged 16 to 34 are more than twice as likely (48%) to use their phone during the game than 55+ year olds (22%)
• Nearly half (48%) of rugby fans share rugby-related content online, and 60% consume it, rising to three quarters (78%) of 16-34 year old fans
• 47% of rugby fans share or consumer rugby-related content through social media while 34% of rugby fans share and consume rugby-related content using email
• 44% of rugby fans have purchased rugby tickets online and 24% have purchased through a mobile or tablet
• 22% of rugby fans who own a games console play rugby-related games on their smartphone
Click here to view a full copy of the Rugby Fans & Technology Survey.
Image shows fans' smartphone engagement at the Allianz Stadium in Sydney.
11th February 2015 - HOW HIGH DENSITY WI-FI IS MAKING SPORTS FANS WINNERS
30th January 2015 - WARATAHS TO CALL ALLIANZ STADIUM HOME FOR 15 YEARS
17th December 2014 - ALLIANZ STADIUM TO OFFER LARGEST EVER SUPERSCREENS
21st November 2014 - NEW ZEALAND’S RUGBY PLAYER NUMBERS REACH RECORD HIGH
24th October 2014 - JAPAN WINS BID FOR EXPANSION SUPER RUGBY LICENCE
18th September 2013 - TELECOM NEW ZEALAND HIGHLIGHTS MASSIVE SMARTPHONE USE AT EDEN PARK
27th June 2012 - STADIUM MANAGERS PUSH FOR HIGH-SPEED MOBILE CONNECTIVITY AT VENUES
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
The Fitness Generation is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help all athletes gain the competitive edge. Our…read more
SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…read more
Known as Hydrilla since September 2020 - see www.ausleisure.com.au/suppliers/hydrilla-pty-ltdread more
Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…read more
Geoff Ninnes Fong & Partners (GNFP) is a structural, aquatic and civil engineering consultancy with broad experience in the design of new municipal and institutional swimming pools, hydrotherapy…read more
About Priava's Technology - Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!