Rugby final

RUGBY FANS & TECHNOLOGY In partnership with ​ Ground Floor, Trident House 46 – 48 Webber Street London, SE1 8QW

Background and Methodology Profiling UK Rugby Fans Attitudes and Engagement with Rugby Brands Associated with Rugby Device Usage Devices Used for Rugby Sharing and Consuming Rugby Content

Background and Methodology

15 minute online survey 1,003 COMPLETES

Recruited from Tpoll’s Panel

279 COMPLETES

Recruited via Radium One’s industry contacts / friends

Tpoll interviewed 2,738 nationally representative UK adults about how “interested” they were in a range of different sports.

We classified everyone who selected 5 to 10 on the interested scale as “FANS”.

% of UK population who are “fans” of:

56%

49%

Rugby UNION

38%

38%

32%

S1. Using the scale provided, please indicate how interested you are in each sport.

Base: All respondents (Nationally representative of adult population 18 plus) – 2,738 – INCLUDES ROUTE OUTS

23%

38%

Of UK population are interested in Rugby Union (5-10)

62%

Of UK population are not interested in Rugby Union (0-4)

S1. Using the scale provided, please indicate how interested you are in each sport.

Base: All respondents (Nationally representative of adult population 18 plus) – 2,738

9-10 on interested scale

7-8 on interested scale

5-6 on interested scale

OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

9-10

10%

7-8

14%

S1. Using the scale provided, please indicate how interested you are in each sport.

Base: All respondents (Nationally representative of adult population 18 plus) – 2,738

5-6

13%

Impact of the Rugby World Cup

And.. nearly

39%

2 in 5 fans say

that the 2015 Rugby World Cup will increase their interest in Rugby!

QB7. In 2015, England will host the Rugby World Cup. How do you think this will impact on your levels of interest in Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

Impact of the Rugby World Cup

53% of fans under 35 say the RWC will increase their interest in Rugby Union‌

‌and the same amount of Londoners agree

QB7. In 2015, England will host the Rugby World Cup. How do you think this will impact on your levels of interest in Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282), 16-34 year olds (445), London (175)

Profiling UK Rugby Fans

Likely to be male…

UK Population Rugby Union Fans

Who is the typical Rugby Union fan?

50%

With an average age of:

UK average (46)

UK Population

Rugby Union Fans

67%

43 years old

Higher personal income… £29k £36k

More likely to be from London…

38% of the UK population (16 and over) are Rugby fans = 19,500,000 people

A1. Gender. A2. Age. A3. Annual Personal Income. A4. Region Lived In. Base: All respondents (Nationally representative of adult population 18 plus) – 2,738

UK Population Rugby Union Fans

12% 16%

OBSESSED Rugby FANS Share Rugby content 3.7 times per hour on average

Highest proportion of men

More 25-34 year olds than other groups (28%)

Most share (60%) and consume (69%) Rugby content

Over index in the SE and London (1/3)

The most affluent fan group average income of ÂŁ44k

Have the most devices per household (4.8)

Most likely to bet on Rugby games (around half)

Attend games live at the stadium, as well as watch on TV

Greater interest in all sports Watch both club and international Rugby and across all different competitions

12

ENGAGED Rugby FANS Share Rugby content 2.8 times per hour on average – less frequently than obsessed fans

Two thirds are men

Average age of 43

Around half share (45%) and consume (58%) Rugby content

Wealthier than the average person, but less so than ‘obsessed’ fans (£33k)

Quite interested in sports in general

Average of 3 devices used

Less likely than obsessed fans to chat with friends about games or comment on SM while watching

Less than a third actually attend games live at the stadium, but many watch on TV

Predominantly follow International Rugby rather than Club Rugby

LIGHT Rugby FANS Less than 2 in 5 share Rugby content (37%) and less than half consume it (48%)

Sharing activity will increase for only 16% during RWC 2015

The largest proportion of females, but still male heavy

More 16-24 year olds than the other groups (20%)

Greater proportion from the North West of England (15%)

Own less devices than other fan groups (average of 3)

More likely to do something else, unrelated, when watching Rugby on TV

Wealthier than the average person (ÂŁ34k)

Least likely to bet on Rugby games out of the fan groups

Attending live Rugby games (at the stadium) is not really important

Almost 2/3 watch International Rugby, but only 1 in 5 watch club Rugby

PROFILING: Comparing Rugby Union fans OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

Agree: attending live Rugby games is important

60%

32%

14%

Watch live International games on TV

74%

73%

62%

Male

75%

67%

62%

Average age

43

43

42

South East / London

34%

26%

24%

63%

46%

22%

Average Personal Income (£)

Watch live Club games on TV

44,126

33,367

33,501

6.9

4.6

2.8

Interest in sport (Avg. across all sports)

7.4

Average number of Rugby-related activities* Average number of International teams supported

2.1

1.6

1.5

6.2

5.0

Questions included in the notes.

Base: Obsessed Rugby fans (276), Engaged Rugby fans (388), Light Rugby fans (339) * Taken from a list of activities including watching, playing, coaching, supporting Rugby…

PROFILING: Comparing Rugby Union fans

Chat with friends about Rugby via IM while watching on TV

OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

22%

14%

10%

Post a social media comment about Rugby while watching on TV

24%

Bet on Club Rugby

45%

Bet on International Rugby

46%

13%

35%

39%

OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

Likely to watch 2015 RWC

92%

85%

69%

Likely to watch 6 Nations

90%

84%

69%

Likely to watch European Rugby Champions Cup

82%

63%

41%

Likely to watch Aviva Premiership

80%

56%

32%

5%

21%

26%

Questions included in the notes.

Base: Obsessed Rugby fans (276), Engaged Rugby fans (388), Light Rugby fans (339)

1 6

PROFILING: Comparing Rugby Union fans OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

Average number of devices used / owned

3.3

3.3

3.0

Average number of devices in household

4.8

Bought Rugby tickets online using a device

57%

Share Rugby related content on devices

60%

Consume Rugby related content on devices

69%

4.4

38%

45%

58%

4.3

29%

OBSESSED Rugby FANS

ENGAGED Rugby FANS

LIGHT Rugby FANS

Share Rugby content via email

25%

16%

10%

Share Rugby content via text message

31%

18%

11%

Frequency of sharing content

3.7 .mes an hour

2.8 times an hour

2.9 times an hour

Sharing activity will increase as a result of 2015 RWC

35%

22%

16%

37%

48%

Questions included in the notes.

Base: Obsessed Rugby fans (276), Engaged Rugby fans (388), Light Rugby fans (339)

Attitudes and Engagement with Rugby

KEY STATS:

•

42% of Rugby fans say “Rugby union is a big part of their life”

•

72% of Rugby fans watch International rugby, despite only 44% supporting an International side

•

Over 1/3rd of Rugby fans watch Rugby in the pub

•

Over half of Rugby fans multi-task while watching Rugby on TV

•

21% of Rugby fans who watch Rugby on TV chat with friends on instant messaging services about the game

General attitudes towards Rugby

s n 4 a f 2 % y b o g f u Rugby R f o % 62 f a g ns say “Rugby n i h c t a w y o j en y union is a big p e h t f i n e v e , art Rugby h t i w o r f m a i l y i life� m a f n u e ar r o m a e t e h t y b g u R e v i l n o g i t i n t i e d p com o Atten t t n a t r o p m i s i s e gam s n a f y b g u R f o 37% QB1. To what extent do you agree with the following statements?

Base: All respondents 16 and over, interested in Rugby Union (1282)

General Attitudes towards Rugby

52% of fans under 35 agree that Rugby is a big part of their life!

They are more likely to play Rugby!

62%

55%

I enjoy watching Rugby I like watching Rugby Union even when I’m Union, but other sports / not familiar with the activities are more teams or competition important to me

42% Rugby Union is a big part of my life

50% of women fans disagree that they “only watch Rugby because their partner does!”

37%

37%

I only follow particular Rugby Union teams or competitions and am not interested in other Rugby Union events

Attending live Rugby Union games is important to me

QB1. To what extent do you agree with the following statements?

Base: All respondents 16 and over, interested in Rugby Union (1282), 16-34 (445) Females (415)

21% I only watch Rugby Union because my partner/family watches it

Engagement with Rugby 26% watch live Rugby at a stadium

44% support an international team

The average Rugby Union fan engages 28% support a local team

with Rugby on 5 different levels

32% follow Rugby news

QB2. Which of the following do you do in relation to Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

40% watch Rugby highlight shows on TV

38% talk about Rugby with friends/ family

Watching Rugby on TV

More than 7 in 10 Rugby fans watch international Rugby on TV‌

‌while only 47% watch club Rugby on TV

QB2. Which of the following do you do in relation to Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

Watching Rugby on TV

AGE

59%

16-35

QB2. Which of the following do you do in relation to Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282), 16-34 (445)

79%

82%

35-54

55+

Likelihood to watch competition on TV

83%

51%

82%

50%

63%

56%

56%

QB6. Imagine a big game from the following Rugby Union competitions is being shown live on TV this Saturday.

How likely would you be to watch if the game was part of the following competitions?

Base: All respondents 16 and over, interested in Rugby Union (1282)

41%

41%

37%

Likelihood to Watch Rugby Union competitions Likelihood to watch compe77on on TV

Fans under 35 are generally more likely to watch the less popular Rugby tournaments:

16 - 35

35 - 54

55+

57%

51% 35% 33%

Super Rugby

46% 48%

IRB Sevens

QB6. How likely would you be to watch if the game was part of the following competitions?

Base: All respondents 16 and over, interested in Rugby Union (1282), 16-34 (444), 35-54 (482), 55+ (355)

44%

33% 33%

Women's 6 nations

Watching live Rugby games - locations

Watch at home:

Watch in a pub:

89%

35%

Watch at a friend’s house:

Watch at a family member’s house:

Watch at a Rugby club:

26%

23%

19%

QB4. Where do you tend to watch live Rugby Union games?

Base: All respondents 16 and over, interested in Rugby Union who watch live International Rugby games (965) club Rugby games (676)

Watching live Rugby games - locations Watching in a Social situation (outside of house)…

Watching in a Rugby club…

25% 16% Under 35’s: 75% 35-54: 56% 55+: 31%

Club Rugby

QB4. Where do you tend to watch live Rugby Union games?

Base: All respondents 16 and over, interested in Rugby Union who watch live International Rugby games (965) club Rugby games (676)

International Rugby

Watching Rugby on TV – other activities

55%

Over half of Rugby fans multi-task while watching Rugby on TV

QB5. Which activities do you do whilst watching Rugby Union on TV? Please select all that apply.

Base: All respondents 16 and over, interested in Rugby Union who watch live Rugby games on TV (1027)

Watching Rugby on TV – other activities 21% chat with friends on instant messaging services about the game

19% post a comment about the game on social media

19% talk over the phone with friends/ family about the game

QB5. Which activities do you do whilst watching Rugby Union on TV? Please select all that apply.

Base: All respondents 16 and over, interested in Rugby Union who watch live Rugby games on TV (1027)

Watching Rugby on TV – other activities % of fans who do other activities while watching Rugby on TV:

Chat with friends about the game using chat / IM

Talk to friends / family about the game over the phone

Post a comment about the game on a social networking site

Obsessed fans: 65%

30%

26%

32%

Engaged fans: 53%

17%

18%

16%

Light fans: 48%

16%

14%

8%

QB5. Which activities do you do whilst watching Rugby Union on TV? Please select all that apply.

Base: All respondents 16 and over, interested in Rugby Union who watch live Rugby games on TV (1027), Obsessed (469), Engaged (334), Light (224)

International team supported 70% 19%

44% of

Rugby fans support an International Rugby team

Pluralism is not uncommon among younger Rugby fans who support an average of 1.7 teams.

18% 14% 9% 8%

*Only showing 5% or more

In fact, fans under 35 support an average of international teams

7% 5%

QB3. You have said that you support an international Rugby Union team. Which of the following international Rugby Union teams do you support?

Base: All respondents 16 and over, interested in Rugby Union and support an international Rugby team (649), 16-34 (183)

2

Betting on Rugby Union

33%

Bet on live international Rugby games

28%

Bet on live club Rugby games

Those gambling on International games bet £10.12 on average…

…while those gambling on club games bet £9.46

QX1. Do you ever bet on any club or international Rugby Union matches?

QX2. And when betting, what would you say is your average stake?

Base: All respondents 16 and over, interested in Rugby Union who bet on international games (259) on club games (215)

Betting on Rugby Union

47%

45%

38% of male Rugby fans bet on international Rugby games‌

Aged 16-35 Aged 35-54

23% 15% 9% 3% International

Club

‌compared to just 24% of female Rugby fans

QX1. Do you ever bet on any club or international Rugby Union matches?

QX2. And when betting, what would you say is your average stake?

Base: All respondents after 17/12/14 aged 16 who are over interested in Rugby Union (859) who bet on international games (259) on club games (215)

Brands Associated with Rugby

Brands Most Associated with Rugby - Spontaneous As a sponsor of Premiership Rugby and the Irish National Rugby ground, Aviva was well recalled spontaneously

Top of Mind: 13%

Total Mentions: 34%

Guinness has a long standing association with Rugby and is currently the official beer sponsor of Premiership Rugby

QB8. Which 5 brands do you most associate with Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

Top of Mind: 13% Total Mentions: 33%

Heineken is equally as well recalled without prompt; until last year Heineken sponsored the most prestigious competition in European Club Rugby

Top of Mind: 6% Total Mentions: 21%

Brands Most Associated with Rugby - Spontaneous

13% 21%

18%

34% 13%

33%

13% QB9. And to what extent do you associate each of the following brands with Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

22%

Brands Most Associated with Rugby - Spontaneous Brands Associated with Rugby SPONTANEOUS

PROMPTED 34%

79%

33%

75%

21%

74%

18% 13% 11% 7%

63% 54% 49% 48%

3%

47%

2%

45%

2% B8. TOTAL AWARENESS - Which 5 brands do you most associate with Rugby Union?

QB9. And to what extent do you associate each of the following brands with Rugby Union?

Base: All respondents 16 and over, interested in Rugby Union (1282)

42%

Device usage among Rugby fans

KEY STATS:

•

UK Rugby fans own or have regular access to an average of 3.2 devices

•

UK Rugby fans have an average of 4.6 devices in their household

•

Rugby fans use their smartphones an average of 10.2 times per day

•

Half of 16-34 year old Rugby fans watch sport on their laptops and a quarter on their smartphone!

Rugby fans: Devices owned / regular access to

UK Rugby fans own or have regular access to an average of 3.2 devices

QC1. Which of the following devices do you own or have regular access to?

Base: All respondents 16 and over, interested in Rugby Union (1,282)

78% of U

K Rugby f ans own or have regular access to smartph a one

S M A R T P H O N E S A N D L A P T O P S A R E T H E M O S T C O M M O N LY O W N E D D E V I C E S A M O N G U K R U G B Y FA N S Rugby fans: Devices owned / regular access to Only 60% of Rugby fans over the age of 55 use a smartphone

78%

78%

60%

58%

45%

63% of Rugby fans under 35 own or have regular access to a games console

QC1. Which of the following devices do you own or have regular access to?

Base: All respondents 16 and over, interested in Rugby Union (1,282)

Rugby fans: Number of devices in the household

UK Rugby fans have an average of 4.6 devices in their household

The number of devices increases in line with wealth – 5.8 for those fans earning over £60k

QC2. Now thinking about the different devices you use, how many devices (smartphone, tablet, laptop, desktop, games console) do you have in your household?

Base: All respondents 16 and over, interested in Rugby Union (1,282)

R U G B Y FA N S M O S T F R E Q U E N T LY U S E T H E I R S M A R T P H O N E S ; G A M E S C O N S O L E S A R E U S E D M O S T I N F R E Q U E N T LY Rugby fans: Frequency of general device usage

10.2

times per day

4.8

times per day

4.6

times per day

4.1

times per day

QC3. How often do you use the following devices?

Base: All respondents 16 and over, interested in Rugby Union who own a device – Smartphone (988), Laptop (991), Desktop (771), Tablet (764), Games Console (542)

1.8

times per day

Rugby fans: Online activities

by g u R K U e fans us ones h p t r a sm r IM, o f t s o m i a, d e m l socia the g n i k c che nd a r e h t wea photos

UK Rugby fans use the laptop most for watching TV shows and sports, online shopping and email

QC4. Which online activities do you use the following devices for?

Base: All respondents 16 and over, interested in Rugby Union who own a device – Smartphone (988), Laptop (991), Desktop (771), Tablet (764), Games Console (542)

D E S P I T E S M A R T P H O N E S B E I N G U S E D M O R E F R E Q U E N T LY, L A P T O P S A R E T H E D E V I C E U S E D M O S T, F O R A R A N G E O F O N L I N E A C T I V I T I E S , A M O N G R U G B Y FA N S

Rugby fans: Online activities Smartphone

Laptop

Desktop computer

Tablet

Games console

Sending and receiving emails

56%

70%

64%

47%

5%

Surfing the internet

54%

74%

66%

64%

13%

Online shopping

26%

65%

59%

37%

5%

Using social media platforms (e.g. Facebook, Twitter etc.)

56%

54%

41%

48%

9%

Using instant messaging platforms (e.g. WhatsApp)

49%

18%

17%

21%

5%

Playing online games

23%

28%

24%

31%

51%

Checking the news

49%

54%

48%

46%

6%

Checking the weather

53%

38%

40%

38%

6%

Taking photos and videos

69%

14%

11%

34%

5%

Watching TV shows / movies

17%

40%

28%

35%

21%

Watching sport

18%

39%

30%

33%

11%

QC4. Which online activities do you use the following devices for?

Base: All respondents 16 and over, interested in Rugby Union who own a device – Smartphone (988), Laptop (991), Desktop (771), Tablet (764), Games Console (542)

4 7

H A L F O F R U G B Y FA N S U N D E R 3 5 WAT C H S P O R T O N T H E I R L A P T O P S A N D A QUARTER ON THEIR SMARTPHONE!

Rugby fans: Watching sport online

Particularly via laptops and smartphones!

16-35 35-54

49% 36%

55+

24%

16-35

26%

35-54

16%

55+

4%

QC4. Which online activities do you use the following devices for?

Base: All respondents 16 and over, interested in Rugby Union who own a device – Smartphone (988), Laptop (991), Desktop (771), Tablet (764), Games Console (542)

Device Usage for Rugby Purposes

KEY STATS:

•

UK Rugby fans, who go to watch live games (at a stadium), use their smartphone an average of 7 times throughout the full day

•

And 44% of these use their phone during the game (first or second half)

•

52% of Rugby fans who watch on TV, use their smartphone during the game

•

44% of Rugby fans have purchased Rugby tickets on one of their devices

•

22% of Rugby fans who own a games console play Rugbyrelated games on their smartphone!

U K R U G B Y FA N S , W H O G O T O WAT C H L I V E G A M E S ( AT A S TA D I U M ) , U S E T H E I R S M A R T P H O N E A N AV E R A G E O F 7 T I M E S T H R O U G H O U T T H E F U L L D AY

Using a smartphone at a Rugby game (at the stadium) AGE

7

times

8.1

16-35

6.9

35-54

55+

2.8

QC6a-1. Smartphone - How often do you use a smart phone during a typical match day where you go to watch a Rugby Union game?

Base: All respondents 16 and over who watch Rugby union at a stadium & who own a Smartphone (454)

W H I L E R U G B Y F A N S , W H O WAT C H R U G B Y O N T V, U S E T H E I R S M A R T P H O N E A N AV E R A G E O F 5 T I M E S T H R O U G H O U T T H E D AY , L E S S T H A N I F T H E Y W E R E G O I N G T O T H E S TA D I U M !

Using a smartphone while watching Rugby on TV AGE

5

times

7.3

16-35

4.5

35-54

55+

1.6

QC6b-1. Smartphone - How often do you use the following devices during a typical match day where you watch a Rugby Union game on TV? All respondents 16 and over who watch Rugby union on TV & who own a Smartphone (811)

Using a smartphone at a Rugby game

44%

O F R U G B Y FA N S WHO USE THEIR S M A R T P H O N E O N A M AT C H D AY ( W H E N T H E Y G O T O T H E S TA D I U M ) , U S E T H E I R P H O N E DURING THE GAME (FIRST OR SECOND HALF)

44%

QC7a-1. Smartphone - And at what point on the match day (where you go to a stadium to watch Rugby) do you use The following devices?

Base: All respondents 16 and over who watch Rugby union at a stadium & who use their smartphone during the day (373)

Using a smartphone while watching Rugby on TV

‌ C O M PA R E D T O

52%

OF RUGBY FA N S W H O U S E T H E I R SMARTPHONE DURING THE GAME, IF WAT C H I N G O N T V

44% 52%

QC7b. Smartphone - And at what point on the match day do you use the following devices (when watching a game on TV)?

All respondents 16 and over interested in Rugby Union who watch Rugby union on TV who own a Smartphone and use it on match day (524)

A L T H O U G H T H E R E I S I N - P L AY S M A R T P H O N E U S A G E , T H E B E S T M O M E N T S T O E N G A G E FA N S I N T H E S TA D I U M I S B E F O R E O R A F T E R T H E A C T I O N , O R AT H A L F TIME!

Using a smartphone at a Rugby game

83%

38%

66%

PRIOR TO THE GAME

FIRST HALF

HALF TIME

33%

66%

SECOND HALF

AFTER THE GAME

QC7a-1. Smartphone - And at what point on the match day (where you go to a stadium to watch Rugby) do you use the following devices?

Base: All respondents 16 and over who watch Rugby union at a stadium & who use their smartphone during the day (373)

W H I L E WAT C H I N G R U G B Y O N T V, S M A R T P H O N E S A R E U S E D M O R E F R E Q U E N T LY T H R O U G H O U T T H E G A M E I T S E L F, C O M P A R E D T O W A T C H I N G L I V E A T T H E S TA D I U M

Using a smartphone while watching Rugby on TV

74%

47%

61%

PRIOR TO THE GAME

FIRST HALF

HALF TIME

43%

63%

SECOND HALF

AFTER THE GAME

QC6b-1. Smartphone - How often do you use the following devices during a typical match day where you watch a Rugby Union game on TV? All respondents 16 and over interested in Rugby Union who watch Rugby union on TV and who own a Smartphone and use it on match day (524)

Using a smartphone during game time at a Rugby game

AGE

48%

16-35

35-54

55+

42% 22%

QC7a-1. Smartphone - And at what point on the match day (where you go to a stadium to watch Rugby) do you use the following devices?

Base: All respondents 16 and over who watch Rugby union at a stadium & who use their smartphone during the day (373) – 16-34 (164), 35-54 (161), 55+ (48),

Using a smartphone during game time at a Rugby game Prior to the game

During half time Net: During the game

OBSESSED

Obsessiv e

88%

ENGAGED

Engaged

77%

Light

81%

LIGHT

During the first half

36%

43%

38%

68%

63%

63%

34%

76%

27%

59%

44%

QC7a-1. Smartphone - And at what point on the match day (where you go to a stadium to watch Rugby) do you use the following devices?

Base: All respondents 16 and over who watch Rugby union at a stadium & who use their smartphone during the day (373) – 16-34 (164), 35-54 (161), 55+ (48), Obsessed Rugby fans (256), Engaged Rugby fans (84), Light Rugby fans (33)

40%

40%

45%

54%

J U S T O V E R 1 I N 1 0 F A N S H AV E B O O K E D T I C K E T S U S I N G A S M A R T P H O N E .

I F R U G B Y T I C K E T S A R E B O U G H T O N L I N E , T H E L I K E L I H O O D I S T H AT FA N S W I L L B O O K U S I N G A L A P T O P.

Buying Rugby tickets Obsessed Rugby fans are the most likely to use a device to book Rugby tickets online

44%

of Rugby fans have purchased Rugby tickets using one of the following devices:

26%

18%

Laptop

13%

Desktop Smartphone computer

11% Tablet

4% Games console

OBSESSED

69%

ENGAGED

39%

LIGHT

29%

QC5. Which of the following devices have you ever used to purchase Rugby Union tickets online?

All respondents 16 and over interested in Rugby Union and own at least one device (1,278)

Rugby gaming

47% o

f a ll Rug fans, by who own gam a e s cons play ole, Rugb y gam es

QC2b. Do you play any Rugby related games on any of the following devices?

Base: All respondents 16 and over, interested in Rugby Union who own a games console (542)

Rugby gaming on smartphones

22%

22%

QC2b. Do you play any Rugby related games on any of the following devices?

Base: All respondents 16 and over, interested in Rugby Union who own a games console (542)

Sharing and Consuming Rugby Content

KEY STATS:

• • •

48% of Rugby fans share Rugby-related content online And 60% of Rugby fans consume Rugby-related content online Fans who share Rugby content will share it 2.8 times a day on average

•

56% of Rugby fans who share Rugby-related content do so using social media

•

“Pictures” are the only type of Rugby-related content more likely to be shared than consumed

•

24% of Rugby fans believe the 2015 RWC will increase their sharing activity, while 34% believe their consumption activity will increase as a result of the tournament

Sharing Rugby-related content

48%

30%

21%

SHARE Â

15%

14%

QC8-1. Which of the following devices do you share or consume Rugby-related content on?

Base: All respondents 16 and over, interested in Rugby Union who own at least one device (1277)

5%

Sharing Rugby-related content

82%

of the UK share (any) content online i al c o S ark D 014 2 m r o e r f n ob Take rch, Oct a Rese

A1 Do you share content across the Internet?

Base: All respondents 16 and over (1254)

Consuming Rugby-related content

32%

26%

60%

21%

15% CONSUME Â

QC8-2. Consume - Which of the following devices do you share or consume Rugby-related content on?

Base: All respondents 16 and over, interested in Rugby Union who own at least one device (1277)

5%

Consuming Rugby-related content FAN GROUP

68%

OBSESSED

ENGAGE D LIGHT

AGE

70%

16-34

77%

45%

35-44

58%

36%

55+

48%

Share Consume QC8-1. Which of the following devices do you share or consume Rugby-related content on?

QC8-2. Consume - Which of the following devices do you share or consume Rugby-related content on?

Base: All respondents 16 and over, interested in Rugby Union who own at least one device (1277)

78%

42% 57%

22% 37%

Frequency of sharing and consuming Rugby-related content

Fans who share Rugby content will share it 2.8 times a day on average

Fans who consume Rugby content will do so 2.4 times a day on average

QC11-1. Share - In a typical day during the Rugby season, how often do you share or consume Rugby-related content?

QC11. Consume - In a typical day during the Rugby season, how often do you share or consume Rugby-related content?

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

Frequency of sharing and consuming Rugby-related content FAN GROUP

OBSESSED

ENGAGE D LIGHT

AGE

2.9

3.6

16-34

3.0

2.7

3.3

1.9

35-44

2.0

2.8

55+

2.3

Share Consume

1.7

1.1 1.0 Charts indicate average number of times per day where Rugby-related content is shared or consumed

QC11. In a typical day during the Rugby season, how often do you share or consume Rugby-related content?

Base: All respondents 16 and over, interested in Rugby Union who share (699) – 16-34 (319), 35-44 (235), 55+ (98), Obsessed (342), Engaged (185), Light (125) or consume (780) – 16-34 (348), 35-44 (300), 55+ (153), Obsessed (399), Engaged (241), Light (161)

Platforms used for sharing and consuming Rugby-related content mber of 2.2 Average nu sed to share platforms u

SHARE

56%

Social Media

CONSUME

47%

35%

Email

34%

42%

Text Messaging

28%

36%

Instant Messaging

23%

25%

Forums

24%

20%

Other Apps

28% mber of 1.9 Average nu sed to platforms u consume

QC10 And through what platforms do you share or consume Rugby-related content?

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

Types of Rugby-related content shared and consumed of 2.2 An average es of Rugby different typ ared content sh

SHARE

53%

News stories

CONSUME

62%

31%

47%

Highlights

Pictures

43%

41%

38%

32%

Team news

Other video

50%

38%

64% among fans who support a team

QC9. And what types of Rugby-related content do you share and consume?

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

24%

Interviews

35% of 2.7 An average es of Rugby different typ sumed n content co

Sharers and consumers of Rugby-related content

SHARE

64%

Friends

CONSUME

56%

50%

Family

38%

32%

23%

28%

Colleagues

People w/ industry

Partner/ spouse

25%

25%

22%

QC12. Who do you share Rugby-related content with, and who shares the Rugby-related content you consume with you?

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

21%

Wider social group

17%

Impact of RWC 2015 on sharing activity

27% Increase

Stay the same

Decrease

34%

27%

34%

SHARE

CONSUME

64%

9%

QC13. Looking forward to the 2015 Rugby World Cup, do you think your Rugby-related online sharing and consuming Activity will change as a result of the competition??

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

58%

8%

Increase

Stay the same

Decrease

Impact of RWC 2015 on sharing activity FAN GROUP

45%

OBSESSED

ENGAGE D LIGHT

AGE

16-34

51%

24%

35-44

31%

17%

55+

25%

34% 40%

27% 37%

17% 23%

Share Consume QC13. Looking forward to the 2015 Rugby World Cup, do you think your Rugby-related online sharing and consuming Activity will change as a result of the competition??

Base: All respondents 16 and over, interested in Rugby Union who share (652) or consume (801) Rugby related content

Other consumption of Rugby-related content

66%

21%

48%

Apart from content shared with them,

23%

88% of fans consume

other Rugby-content through these sources‌ 26%

28%

QC14. And finally, apart from content that is shared with you, where else and through what other media channels do You consume Rugby-related content?

Base: All respondents 16 and over, interested in Rugby Union who own at least one device (1277)

41%

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