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%
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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