TABLE OF CONTENTS Survey Overview
2
Results by Audience Segment: General Seating
3
Results by Audience Segment: Premium Areas (Clubs & Suites)
12
Results by Audience Segment: Students
21
Improvements for 2016
30
1
SURVEY OVERVIEW • • •
• • • •
In December 2015, an electronic survey was sent via email to all season ticket holders of the 14 Southeastern Conference schools. The survey generated 2,166 total responses from Ole Miss season ticket holders. The number of responses was sufficient enough to segment the data by three audiences: • Fans that sit in general seating areas • Fans that sit in premium areas, such as suites or clubs • Student fans that sit in the student section This report is divided into three parts: findings for general seating, findings for premium area seating and findings for student seating. Respondents were asked to rate their satisfaction levels (4-point scale) of 57 elements in six categories: First Impressions, Concessions/Catering, Restrooms, Marching Band, Video Board, Ribbon Boards and Audio, and Mobile Connectivity. In addition, respondents were asked to rate the level of importance (4-point scale) to the overall gameday experience that each element has. Throughout this report, the difference between the importance and satisfaction scores will be referred to as a positive gap (meets fan needs) or negative gap (does NOT meet fan needs).
WHAT DO THE SCORES MEAN? 4-Point Importance Scores
4-Point Satisfaction Scores
4
Very satisfied
4
Critical
3
Satisfied
3
Very important
2
Dissatisfied
2
Important
1
Very dissatisfied
1
Not important
2
AUDIENCE SEGMENT: GENERAL SEATING
3
FIRST IMPRESSIONS KEY TAKEAWAYS • Professionalism of security personnel (3.13) is most important in this category for the first time since surveying began in 2010. • Traffic leaving campus (post-game), parking and directional signs in and around the stadium all rank second in the SEC in fan satisfaction.
• Parking (3.01 satisfaction) continued its two-year rise in satisfaction with a 21-point increase from last year and only a -3 point gap between importance and satisfaction.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.15 3.13
Professionalism of security personnel Seat location
3.1
Overall inside appearance of stadium
3.09 3.01 3.04
Parking Overall outside appearance of stadium
Speed of ticket takers
2.98 3.27
2.94
Traffic leaving campus (post-game)
2.79 2.86
Section, row and seat markings
2.84
Friendliness of ticket takers
2.83
Traffic entering campus (pre-game)
2.79
Cleanliness of gate areas
3.04 3.54 3.07 3.37
2.7
Display of your football team's accomplishments …
3.35
2.7
Directional signs in and around the stadium
3.24
2.43 2.
2.4
4
2.8
3.23
3.29
3.
2.79
Seat comfort
3.28
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience, every concessions element ranks first in the SEC in fan satisfaction. • Concessions length of wait time (3.02 importance) was 18th most important out of 57 elements surveyed and the only concessions element not meeting fan need.
• While concessions length of wait time had an 18point gap, it is 47 points above the SEC average for fan satisfaction (2.37) for this critical element.
CONCESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.84
Concessions length of wait time Concessions area cleanliness
3.02 3.14
2.92
Concessions staff performance
3.14
2.85
Concessions staff friendliness
3.26
2.77
Food quality
2.74
Beverage price
2.73 2.73
Beverage quality
2.72
Food price
2.72 2.7
Beverage selection
3.04
3.12
3.06
2.63
Food selection
2.94
2.61
Condiment selection
3.
2.41 2.
2.4
2.8
5
3.2
3.6
RESTROOMS KEY TAKEAWAYS • Elements in the Restroom category are critical to the overall gameday experience (and Ole Miss is not meeting fan need) according to this audience. • Restroom length of wait time (3.18 importance) continued to hold the top spot in the three Restroom elements and was sixth most important out of 57 elements surveyed.
• All three restroom elements saw an increase in fan satisfaction from the 2014 season. • Restroom cleanliness (3.16 importance) was eighth most important out of 57 elements surveyed and scored 14 points above the SEC average for fan satisfaction (2.8).
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.69 Restroom length of wait time
3.18
2.94 Restroom cleanliness
3.16
2.82 Overall satisfaction of restrooms
3.08
2.
2.4
2.8
6
3.2
3.6
BAND, CHEERS & CROWD KEY TAKEAWAYS • Organized cheers and crowd participation was consistently at the top of importance scores for all three audience segments: 2nd for Students, 7th for General Seating, 11th for Premium Areas. • School traditional cheers, walks or chants ranked ninth overall in importance.
• Both cheer elements are just below the SEC average for fan satisfaction. • Band volume satisfaction scores stayed exactly the same from last year. • Band halftime show was 51st (out of 57) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.93
Organized cheers and crowd participation School traditional cheers, walks or chants
3.18 3.16
Band music selection - right music at pivotal times
2.94 2.92 2.94
Band volume Band overall
2.8
Band music selection - overall songs
2.74
Band entrance (pre-game show)
3.12
3.18 3.09 3.26
2.67
Band uniforms and appearance
3.39
2.59
Band halftime show
3.14
2.42 2.
2.4
7
3.41
2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • Sound saw the most significant decline in satisfaction and increase in importance from previous years. • Clarity of announcer (3.29 importance) remained first overall (out of 57) in importance for this audience.
• Overall sound (3.28 importance) was again a close second in overall importance (out of 57). • Three of the top four most important elements (out of 57) were sound-related. • Overall video board content and Overall ribbon board content both ranked second in the SEC in fan satisfaction.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.23 3.29
Clarity of announcer 3.04
Overall sound
3.28 3.2 3.27 3.28 3.24
Volume level of announcer Overall announcer Quality of picture
3.21
Overall video board content 3.
Volume level of music
3.34
3.16 3.11 3.1
3.14 3.05 2.97 3.01
Clarity of music Music selection Overall ribbon board content
2.94
Display of team stats
3.17
2.88
Display of other football scores
2.72
Highlights from other games
3.02
2.74
2.28 2.
3.14
2.4
2.8 8
3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • All but one element in this category ranked second in the SEC in fan satisfaction. The ability to use social media apps in Vaught-Hemingway Stadium ranked third in the conference in fan satisfaction. • All seven connectivity elements were at least 20 points above the SEC average for fan satisfaction.
• All but one element in this category saw an increase from last season in fan satisfaction for this audience.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.59
Text messaging Access to WIFI
2.55 2.58
Voice calls
2.52 2.58
2.89
2.33 2.39
Mobile web
2.36 2.28
Social media apps Email
2.44
2.07
Streaming video
2.01 2.
2.28 2.4
2.8
9
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Clarity of announcer
3.23 3.29
3.04
Overall sound
3.2
Volume level of announcer
3.27 3.28 3.24 3.34 3.21 3.18
Overall announcer Quality of picture
2.69
Restroom length of wait time
2.93
Organized cheers and crowd participation
2.94
Restroom cleanliness School traditional cheers, walks or chants Professionalism of security personnel Overall video board content
3.
Volume level of music Seat location
3.18 3.16 3.16 3.15 3.13 3.16 3.11 3.1 3.1
Overall inside appearance of stadium
3.09 3.08 3.14 3.05 3.01 3.04 2.84 3.02 2.97 3.01
2.82
Overall satisfaction of restrooms Clarity of music Parking Concessions length of wait time Music selection Overall outside appearance of stadium
3. 2.98
2.79
Seat comfort Overall ribbon board content
2.94
Speed of ticket takers
2.94
Band music selection - right music at pivotal times
2.94 2.92 2.94
Band volume Concessions area cleanliness
2.92 2.89
2.59
Text messaging Display of team stats
2.88 2.
2.4 10
2.8
3.28
3.41
3.28
3.23
3.29
3.14 3.27 3.12 3.14 3.17 3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Traffic leaving campus (post-game)
2.79 2.86
Concessions staff performance
2.85
Section, row and seat markings
3.14 3.04
2.84 2.83
Friendliness of ticket takers Band overall
3.54 3.18
2.8
Traffic entering campus (pre-game)
3.07
2.79 2.77
Concessions staff friendliness Food quality
3.26 3.04
2.74
Band music selection - overall songs
2.74 2.73 2.73 2.72
Beverage price Display of other football scores Beverage quality
3.09 3.02 3.12
2.72
Cleanliness of gate areas
3.37
2.7 2.7 2.72 2.7
Display of your football team's accomplishments Food price Band entrance (pre-game show)
3.35 3.26
2.67
Beverage selection
2.63
Food selection
2.94
2.61 2.59 2.55 2.58 2.52 2.58
Band uniforms and appearance Access to WIFI Voice calls Directional signs in and around the stadium
3.06 3.39
3.24
2.43
Band halftime show
3.14
2.42
Condiment selection
2.41 2.33 2.39
Mobile web Highlights from other games Social media apps Email
2.07 2.01
Streaming video 2.
2.28 2.36 2.28 2.44
3. 2.74
2.28 2.4
11
2.8
3.2
3.6
AUDIENCE SEGMENT: PREMIUM AREAS
12
FIRST IMPRESSIONS KEY TAKEAWAYS • Seat location (3.27 importance) was the most important First Impressions element surveyed and third most important out of all 57 elements surveyed. • Parking (3.15 importance) was 12th most important out of 57 elements surveyed and had an 18 point increase in satisfaction from last season.
• When compared to satisfaction of premium area audiences at other SEC schools, Ole Miss ranks first in pregame traffic, second in parking and second in postgame traffic.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Seat location
3.27 3.17 3.19
Professionalism of security personnel Seat comfort
3.18
Parking
3.15
Overall inside appearance of stadium
3.07
Overall outside appearance of stadium
3.
Speed of ticket takers
3.33 3.32
3.28 3.31 3.34
2.95
Friendliness of ticket takers
3.48
3.54
2.95
Traffic leaving campus (post-game)
2.83 2.92
Traffic entering campus (pre-game)
2.92
Section, row and seat markings
3.22 3.27
2.9
Cleanliness of gate areas
3.37
2.83
Display of your football team's accomplishments…
3.32
2.75
Directional signs in and around the stadium
3.27
2.47 2.
2.4 13
2.8
3.2
3.6
CATERING KEY TAKEAWAYS • Like three of the First Impressions elements, fan satisfaction among premium area ranks high in the conference. • Catering staff friendliness and Catering staff performance rank third in the SEC. • Four the elements in this category are at least 25 points above the SEC average for fan satisfaction.
• Ole Miss is meeting fan need for all but two of the elements in this category and each negative gap is less than ten points - food quality (-6) and food selection (-9). • Many of the improvements from two seasons ago have kept satisfaction scores high in this area.
CATERING IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Catering area cleanliness
3.1
Catering staff performance
3.18
3.01 3. 3.
Catering length of wait time Catering staff friendliness
3.21
3.27
2.95
2.87 2.93
Food quality Beverage quality
2.86 2.76 2.85
Food selection Beverage selection
2.81
Beverage price
2.7
Condiment selection
2.66
Food price
2.66 2.
2.4
2.8
14
3.13
3.06 2.94 3.05
2.88 3.2
3.6
RESTROOMS KEY TAKEAWAYS • All three elements in this category improved in satisfaction, but continue to have a negative importance vs. satisfaction gap. • All three elements are within ten points of the SEC fan satisfaction average.
• Restroom length of wait time saw a 23 point increase in satisfaction when compared to the 2014 season. • Cleanliness of restroom (3.05 importance) was seventh most important out of 57 elements surveyed.
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.05
Restroom cleanliness
3.2
2.98
Overall satisfaction of restrooms
3.14 2.9
Restroom length of wait time 2.
2.4
15
2.8
3.13 3.2
3.6
BAND, CHEERS AND CROWD KEY TAKEAWAYS • Organized cheers and crowd participation was consistently at the top of importance scores for all three audience segments: 2nd for Students, 7th for General Seating, 11th for Premium Areas. • School traditional cheers, walks or chants was a new element in 2014 and ranked 15th overall in importance in 2015.
• Both cheer elements are just below the SEC average for fan satisfaction. • Band volume satisfaction scores stayed exactly the same from last year. • Band halftime show was 52nd (out of 57) in importance for this audience.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.99
Organized cheers and crowd participation School traditional cheers, walks or chants
3.17 3.41
3.13
Band volume
2.82
Band music selection - right music at pivotal times
2.77
Band overall
3.01 3.15 3.23
2.72
Band music selection - overall songs
2.66
Band entrance (pre-game show)
2.58
Band uniforms and appearance
2.57
Band halftime show
3.15 3.24 3.34 3.19
2.42 2.
16
2.4
2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • All sound-related elements saw increases in fan satisfaction when compared to the 2014 season. • Clarity of announcer (3.31 importance) was first overall (out of 57) in importance for this audience and had a double-digit negative gap (-30) in importance vs. satisfaction.
• Overall sound (3.29) was a close second in overall importance (out of 57) and had the largest negative gap (-50) of any element on the survey. • Three of the top four most important elements (out of 57) were sound-related.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.01
Clarity of announcer
3.31
2.79
Overall sound
3.17
Overall announcer 3.05
Volume level of announcer Quality of picture
3.29 3.26
3.24 3.23
Overall video board content
2.9
Volume level of music Overall ribbon board content Clarity of music Music selection Display of team stats Display of other football scores Highlights from other games
2.38 2.
2.4
17
2.78 2.77 2.8
3.33
3.12 3.19
3.07 3.08 3.04 2.98 3.03 2.95 2.96 3.1 2.89 2.92
3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • All seven connectivity elements were above the SEC average for fan satisfaction.
• Satisfaction scores for all but one of the connectivity elements increased from last year, and four of the elements had a positive importance vs. satisfaction gap.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.68
Text messaging
2.87 2.65 2.67
Access to WIFI
2.58 2.63
Voice calls Mobile web
2.39
2.32
Social media apps
2.4
2.09 2.
2.55 2.54
2.24
Streaming video
2.49
2.4
2.8
18
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.01
Clarity of announcer
3.31
2.79
Overall sound
3.29
Seat location
3.17
Overall announcer
3.05
Volume level of announcer Quality of picture
3.24
3.05
Restroom cleanliness
3.12
Overall video board content Seat comfort
2.99
Organized cheers and crowd participation Parking 2.9
Restroom length of wait time
3.13 3.18 3.1
Catering area cleanliness 2.9
Volume level of music Overall ribbon board content Clarity of music Catering staff performance
3.07 3.07 3.08 3.04 2.98 3.03
3. 3. 3. 2.95 2.96
Catering length of wait time Overall outside appearance of stadium Music selection Catering staff friendliness
3.01
2.
2.4
2.8 19
3.21
3.34 3.54
2.95 2.87 2.93
Food quality
3.28
3.27
2.95
Friendliness of ticket takers
3.41
3.31
2.95
Speed of ticket takers
3.32
3.13
School traditional cheers, walks or chants Overall inside appearance of stadium
3.33
3.33
3.15 3.14
2.98
Overall satisfaction of restrooms
3.23 3.2
3.19 3.17 3.19 3.18 3.17
Professionalism of security personnel
3.48
3.27 3.26
3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.83
Traffic leaving campus (post-game) Traffic entering campus (pre-game)
2.92
3.22
2.92
Section, row and seat markings
3.27
2.9
Display of team stats Text messaging Beverage quality
2.76
Food selection Cleanliness of gate areas Band volume Beverage selection
2.81 2.78 2.77
Band music selection - right music at pivotal times Display of your football team's accomplishments
2.75 2.72
Band overall Beverage price
2.7
Food price
2.65 2.67 2.66
Condiment selection
2.66
Access to WIFI
Band music selection - overall songs
3.13
2.86 2.85
2.83 2.82
Display of other football scores
3.1
2.89 2.87
2.68
3.37 3.01 3.06
2.92 3.15 3.32 3.23 2.94
2.88 3.05 3.15
2.66
2.58 2.63 2.58
Voice calls Band entrance (pre-game show) Band uniforms and appearance
3.24 3.34
2.57
Directional signs in and around the stadium
3.27
2.47
Band halftime show Mobile web Highlights from other games Email Social media apps
2.24
Streaming video
2.42 2.49 2.39 2.38 2.55 2.32 2.54
2.77
2.4
2.09 2.
3.19
2.4 20
2.8
3.2
3.6
AUDIENCE SEGMENT: STUDENT SECTION
21
FIRST IMPRESSIONS KEY TAKEAWAYS • Only three (professionalism of security personnel, seat location and overall inside appearance of stadium) of the 14 elements in the First Impressions category appear in the top 20 in overall importance for students.
• While the negative gaps are large, the overall importance of those two elements, post-game traffic (47th) and parking (49th), is lower than expected.
FIRST IMPRESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.88
Professionalism of security personnel Seat location Overall inside appearance of stadium
3.1 3.04 3.05 3.04
Overall outside appearance of stadium
2.96
Display of your football team's accomplishments…
3.34
2.77
Friendliness of ticket takers
2.77
Section, row and seat markings
2.69
3.27 3.23
2.94
Speed of ticket takers
3.24
3.18 3.04
2.56 2.68
Seat comfort Cleanliness of gate areas
2.2
Traffic leaving campus (post-game)
2.56
2.1
Parking
3.38
2.58
2.56
2.42 2.45
Traffic entering campus (pre-game) Directional signs in and around the stadium
3.15
2.36 2.
2.4
22
2.8
3.2
3.6
CONCESSIONS KEY TAKEAWAYS • For this audience in 2015, beverage price (2.97 importance) retained the top importance spot in the category with concessions length of wait time (2.93) and food price (2.92) close behind.
• Like last year, students were the only audience to have a large negative gap in food price (-69) and beverage price (-69). • When compared to satisfaction for students at other SEC schools, Ole Miss food price and beverage price ranked second in the conference and at least 28 points above the SEC average.
CONCESSIONS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.28 Beverage price
2.97 2.75
Concessions length of wait time 2.23
Food price
2.93 2.92
Concessions area cleanliness
2.9
Food quality
3.09 3.17
2.78
Concessions staff performance
2.78
Beverage quality
3.09 3.11
2.74
Concessions staff friendliness
3.15
2.72
Beverage selection
2.69
Food selection
2.66
Condiment selection
3.06 3.05
2.31 2.
3.01
2.4
2.8
23
3.2
3.6
RESTROOMS KEY TAKEAWAYS • Elements in the Restrooms category are critical to the overall gameday experience (and Ole Miss is not meeting fan need) according to this audience. • Restroom length of wait time satisfaction (2.66) increased 46 points (largest increase for the audience) when compared to the 2014 season.
• Satisfaction for restroom cleanliness (2.83) and overall satisfaction of restrooms (2.85) also increased by double-digits when compared to the 2014 season. • All three elements in this category appear in the top 20 in overall importance for students.
RESTROOMS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.83 Restroom cleanliness
3.1 2.66
Restroom length of wait time
3.09 2.85
Overall satisfaction of restrooms
3.02 2.
2.4
24
2.8
3.2
3.6
BAND, CHEERS AND CROWD KEY TAKEAWAYS • School traditional cheers, walks or chants (3.48 importance) remained first in overall importance out of 57 elements for students, and the 3.48 score was the highest importance score for any audience on any element. • Organized cheers and crowd participation was second overall out of 57 elements measured and had a 45 point negative gap.
• Every element in this category saw decreased satisfaction among students when compared to the 2014 season. • Every element in this category had satisfaction scores below the SEC average, with some 40+ points below the conference average.
BAND, CHEERS & CROWD PARTICIPATION IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.51 3.48
School traditional cheers, walks or chants 2.97
Organized cheers and crowd participation
3.42
2.65 Band volume
2.89
Band music selection - right music at pivotal times
2.8
Band music selection - overall songs
2.72
Band overall
2.71
Band entrance (pre-game show)
2.56
Band uniforms and appearance
3.1 3.06 3.04 3.1 3.3
2.52
Band halftime show
3.02
2.51 2. 25
2.4
2.8
3.2
3.6
VIDEO BOARD, RIBBON BOARDS & AUDIO KEY TAKEAWAYS • All seven sound-related elements appeared in the top 11 (out of 57) most important overall elements. • For the first time, satisfaction scores for five of the six video board elements declined when compared to the 2014 season.
• Three video board elements (quality of picture, highlights from other games, and display of team stats) were below the SEC fan satisfaction average by double-digits.
VIDEO BOARD, RIBBON BOARDS & AUDIO IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
3.33 3.32
Clarity of announcer
3.36 3.31 3.25 3.31 3.22 3.31 3.19 3.24
Overall announcer Volume level of announcer Overall sound Music selection Overall video board content
3.23
3.33
3.3 3.22 3.18 3.21
Quality of picture Volume level of music Clarity of music
3.18
Overall ribbon board content
3.06
Display of team stats
2.91
Display of other football scores
2.88
Highlights from other games
2.68 2.
2.4
2.8 26
3.27 3.3
3.19 3.18
2.85 3.2
3.6
CONNECTIVITY & MOBILE KEY TAKEAWAYS • Text messaging (2.98 importance) continues to be the most important element in the category. • All seven elements in this category have large negative importance vs. satisfaction gaps.
• Like last year, students are looking for the connected experience in several areas and are the least satisfied with current connectivity.
CONNECTIVITY & MOBILE IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
2.17
Text messaging
2.98 1.86
Access to WIFI
2.7 2.21
Voice calls
2.61
1.95
Social media apps
1.93
Mobile web
1.9
Streaming video
2.56 2.36
2.09
1.97 1.99
Email 2.
2.4
2.8
27
3.2
3.6
OVERALL – PAGE 1 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
School traditional cheers, walks or chants
3.51 3.48
2.97
Organized cheers and crowd participation
3.42 3.33 3.32 3.36 3.31 3.25 3.31 3.22 3.31 3.19 3.24 3.33 3.23 3.3 3.22 3.18 3.21 3.18 3.27
Clarity of announcer Overall announcer Volume level of announcer Overall sound Music selection Overall video board content Quality of picture Volume level of music Clarity of music
2.83
Restroom cleanliness
3.1
2.88
Professionalism of security personnel
3.1
2.66
Restroom length of wait time
3.09
3.3 3.06 3.04 3.05 3.24 3.04
Overall ribbon board content Seat location Overall inside appearance of stadium
2.85
Overall satisfaction of restrooms
3.02
2.17
Text messaging
2.98
2.28
Beverage price
2.97
Overall outside appearance of stadium
3.27
2.96
Display of your football team's accomplishments
2.75
Concessions length of wait time
2.23
Food price
2.92
Display of team stats
2.91
Concessions area cleanliness
2.9 2.89
2.65
Band volume Display of other football scores
2.88 2.
3.23
2.94 2.93
2.4 28
2.8
3.19 3.09 3.18 3.2
3.6
OVERALL – PAGE 2 OF 2 ALL ELEMENTS IMPORTANCE AND SATISFACTION (4-POINT SCALE AND RANKED BY ORDER OF IMPORTANCE) SATISFACTION
IMPORTANCE
Band music selection - right music at pivotal times
2.8
Food quality
2.78
Concessions/catering staff performance
2.78
Speed of ticket takers
3.1 3.17 3.09 3.34
2.77
Friendliness of ticket takers
3.18
2.77
Beverage quality
3.11
2.74
Concessions/catering staff friendliness
3.15
2.72
Band music selection - overall songs
3.06
2.72
Band overall
1.86
Access to WIFI
3.04
2.71 2.7
Section, row and seat markings
3.04
2.69
Beverage selection
2.69
Highlights from other games
2.56
Seat comfort Food selection
2.66 2.61
2.21
Voice calls Cleanliness of gate areas 2.1
Parking
2.56
Band entrance (pre-game show) Band uniforms and appearance
3.3
2.52
Band halftime show
2.42 2.45
Traffic entering campus (pre-game) 1.93
Mobile web Condiment selection
1.9 2.09 1.97 1.99
Streaming video Email 2.
3.38
3.1
2.56
Directional signs in and around the stadium
3.06
2.56
1.95
Social media apps
2.85
2.58 2.56
2.2
Traffic leaving campus (post-game)
2.68 2.68
3.01
3.02
2.51
3.15
2.36 2.36
3.05
2.31
2.4 29
2.8
3.2
3.6