Media usage patterns in professional football

Transcription

1 Institute of Sports Science Media usage patterns in professional football How members inform themselves about their club Play the game Social media how do they change sport? Aarhus, 31 st October 2013 Verena Burk, Christoph G. Grimmer, Tim Pawlowski

2 1. INTRODUCTION & THEORETICAL BASES 1.1 Media usage as field of research Research on media usage considers the choice of media products, frequency of use and usage patterns. Influential factors on media usage: Usage context. User attitudes and characteristics. Media offering, its features and providers. Club media/pr instruments as specific sports club media offering. Burk, Grimmer, Pawlowski 2

3 1. INTRODUCTION & THEORETICAL BASES 1.2 Club members as specific sports club reference group External reference groups: general public, mass media, fans/spectators, sponsors, competitors, associations, politics, economics. Internal reference groups: employees/staff, club committees. Members as specific internal reference group of sports club PR communication. PR goals with the internal reference group members : Strengthen trust in the organization and establish understanding for organizational decisions. Burk, Grimmer, Pawlowski 3

4 2. STATE OF RESEARCH 2.1 Previous studies Studies on media usage: (i.a. Media Perspektiven, 2012; ARD/ZDF-Onlinestudie, 2012; Medienpädagogischer Forschungsverbund Südwest, 2012a, 2012b). TV with largest donation, newspaper usage is declining. Increasing Internet usage. Online use especially in younger age groups. Newspapers, magazines and television: The older the users, the greater the usage. Men with higher online and radio usage, women more watching television. Studies on usage of sports offering: (i.a. Schwier & Schauerte, 2007, Schauerte & Horky, 2009) Sports offering third most pupular TV genre among men (women: third-last position). Hardly educational differences; higher utilization with increasing age. Studies on PR communication and its usage: (i.a. Ellert, 2006; Jungels, 2007; Ziegler, 2008; Schaffrath, 2012) Existing studies focus offering and communicators. Burk, Grimmer, Pawlowski 4

5 2. STATE OF RESEARCH 2.2 Research deficit and central investigatory questions Research deficit: Consideration of the user s side is still missing. Members as users are also neglected. Central investigatory questions: 1. Media usage frequency: Which role do club media play for members in comparison to classical information channels (mass media)? Which chance do social media as PR platform have for the communication about the club? 2. Influential factors on media usage frequency: Which attitudes and characteristics have influence on the usage of information channels? Burk, Grimmer, Pawlowski 5

6 3. METHOD 3.1 Data Online survey of the club members (>16 years) of Hamburger SV between 23 th July and 5 th August Controlled access (membership number, date of birth). Date collection / data cleansing / quality correction by QuestBack AG. n overall = n 16 years or older = n netto sample = n probit models = Sample represents all club members with regard to postcode, age and gender. Burk, Grimmer, Pawlowski 6

7 3. METHOD 3.2 Dependent variables: Media usage frequency I. Mass media newspaper radio free TV pay TV Internet (HP Mass media) II. Social media Facebook Twitter III. Club media homepage HSV forum HSV homepage HSV Live (magazine) HSV TV / HSV Total HSV App Newsletter Info 14 media Categorical scale: often, sometimes, seldom, never 14 ordered probit models Burk, Grimmer, Pawlowski 7

8 3. METHOD 3.3 Independent variables (current model) Name Description Scale Mean Std. Dev. Min. Max. age1619 age (<19 years) Dummy (1=yes; 0=no) 0,031 0, age2029 age (20-29 years) Dummy (1=yes; 0=no) 0,167 0, age (30-39 years) reference category age4049 age (40-49 years) Dummy (1=yes; 0=no) 0,328 0, age5059 age (50-59 years) Dummy (1=yes; 0=no) 0,129 0, age60+ age (>60 years) Dummy (1=yes; 0=no) 0,067 0, men gender Dummy (1=m.; 0=f.) 0,903 0, diploma A Level Dummy (1=yes; 0=no) 0,273 0, uni university s degree Dummy (1=yes; 0=no) 0,242 0, today s presentation! Burk, Grimmer, Pawlowski 8

9 3. METHOD 3.3 Independent variables (current model) Further controlled variables (not interpreted in today s paper) Name Description Scale Mean Std. Dev. Min. Max. hhsize Household size metric (pers.) 2,659 1, married Family status Dummy (1=married; 0=no) 0,473 0, Net household income (<1.500 ) Reference category income1525 Net household income ( ) Dummy (1=yes; 0=no) 0,473 0, income2535 Net household income ( ) Dummy (1=yes; 0=no) 0,463 0, income35 Net household income (>3.500 ) Dummy (1=yes; 0=no) 0,278 0, dis_carkm Traveldistance to the assembly venue by car metric (km) 174, , memberoc Member in another sport club Dummy (1=yes; 0=no) 0,414 0, memberdur Length of the HSV membership metric (years) 6,920 6, seasont Season ticket holder Dummy (1=yes; 0=no) 0,373 0, intpol_h Subjective interest in club politics Dummy (9, 10=1;0-8=0) 0,312 0, lifesat The performance of HSV has an impact on my Dummy (agree or tend to agree=1; rather not or overall life satisfaction not=0) 0,461 0, freqvote_h Dummy (sometimes or often=1; seldom, never or not Frequ. of attending the annual general assembly any more=0) 0,266 0, Stadiumnotliv e No game live in HSV stadium Dummy (>0=1; 0=0) 0,119 0, sport_h Frequency of physical activity Dummy ( at least once a month=1; seldom, never=0) 0,683 0, volunt_h Freq. of volunteerism in sport clubs or for Dummy ( at least once a month=1; seldom, never=0) community services 0,321 0, politic_h Frequ. of engagement with political parties or Dummy ( at least once a month=1; seldom, never=0) citizens groups 0,056 0, gesellig_h Frequ. of staying together with friends or relatives Dummy ( at least once a month=1; seldom, never=0) 0,938 0, culture_h Frequ. of attending cultural events, such as theaters Dummy ( at least once a month=1; seldom, never=0) 0,154 0, kinodisco_h Frequ. of Kino or Disco attendance Dummy ( at least once a month=1; seldom, never=0) 0,392 0, Burk, Grimmer, Pawlowski 9

10 4. RESULTS 4.1 Media usage frequency Burk, Grimmer, Pawlowski 10

11 4. RESULTS 4.2 Usage patterns (selected OProbit results) I. Mass media usage Media / usage patterns newspaper radio free TV pay TV internet age (0.15) (-0.05).353 (3.70)*** (-2.38)** (-0.26) age (-2.81)*** (-5.27)*** (-1.48) (-0.70).040 (0.64) age (5.36)***.108 (3.30)***.094 (2.67)*** (-2.86)*** (-4.06)*** age (7.65)***.104 (2.36)**.109 (2.27)** (-1.45) (-4.96)*** age (8.79)***.190 (3.02)***.127 (1.81)* (-3.80)*** (-6.49)*** men.121 (2.64)*** (-1.34) (-0.37).060 (1.27).343 (6.43)*** A level (-1.82)*.024 (0.79).063 (1.88)* (-2.29)**.185 (4.19)*** university s degree (-2.29)**.027 (0.79).025 (0.66) (-7.26)***.137 (2.77)*** Burk, Grimmer, Pawlowski 11

12 4. RESULTS 4.2 Usage patterns (selected OProbit results) II. Social media usage Media / usage patterns facebook twitter age (9.59)***.282 (2.85)*** age (12.37)***.176 (3.21)*** age (-11.00)*** (-6.68)*** age (-14.06)*** (-8.55)*** age (-14.87)*** (-7.88)*** men (-3.86)***.059 (0.99) A level (-2.11)**.066 (1.57) university s degree (-4.58)***.128 (2.75)*** Burk, Grimmer, Pawlowski 12

13 4. RESULTS 4.2 Usage patterns (selected OProbit results) III. Club media usage Media / usage patterns homepage forum HP HSV Live (magazine) HSV TV/ HSVTotal HSV App newsl. info age (0.96) (-2.41)**.239 (2.76)***.021 (0.22).306 (3.52)*** (-4.05)*** (-2.29)** age (-0.78) (-1.76)* (-2.02)** (-0.89).171 (3.82)*** (-6.14)*** (-2.44)** age (6.07)***.019 (0.55).068 (1.93)*.010 (0.25) age (5.30)***.146 (3.20)*** (-0.97).047 (0.89) age (1.27).084 (1.32) (-0.42).011 (0.16) men A level university s degree (-3.39)*** (-4.01)*** (-5.44)*** (-5.21)*** (-8.98)*** (-9.86)***.043 (0.94) (-6.30)*** (-5.78)***.023 (0.46) (-7.01)*** (-6.91)*** (-2.41)** (-1.77)* (-2.54)** (-3.49)*** (-7.91)*** (-4.65)*** (-2.43)** (-4.45)***.161 (4.75)***.146 (4.17)***.283 (5.93)***.261 (5.32)***.305 (4.52)***.307 (4.48)*** (-7.18)*** (-6.63)*** (-3.19)*** (-7.19)*** Burk, Grimmer, Pawlowski 13

14 5. CONCLUSION 5.1 Summary preliminary findings Age: Younger members have a high willingness to use free TV, social networks and the HSV App. Gender: Men are more likely to use newspapers and websites, women rather Facebook and club media. Education: Formal better educated are more likely to use the Internet (mass media) and Twitter, while more seldom club media, daily newspaper, pay TV and Facebook. 5.2 Prospects Consideration of further factors (causality?). Correlation of the dependent variables (multivariat models?). Broader study (more clubs, other sports?). Burk, Grimmer, Pawlowski 14

15 5. CONCLUSION 5.3 Recommendations Burk, Grimmer, Pawlowski 15

16 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Burk, Grimmer, Pawlowski 16

17 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Burk, Grimmer, Pawlowski 17

18 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Trust: Sport clubs should strengthen trust of the internal reference group members in the organization, as well as establish understanding in the organizational doing. Burk, Grimmer, Pawlowski 18

19 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Trust: Sport clubs should strengthen trust of the internal reference group members in the organization, as well as establish understanding in the organizational doing. Demography: With respect to the demographic change and the increasing proportion of digital natives, social networks are likely to become more and more relevant for communication with fans and members. Burk, Grimmer, Pawlowski 19

20 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Trust: Sport clubs should strengthen trust of the internal reference group members in the organization, as well as establish understanding in the organizational doing. Demography: With respect to the demographic change and the increasing proportion of digital natives, social networks are likely to become more and more relevant for communication with fans and members. Variety: Despite the popularity of social media with young target groups, the clubs should not rely exclusively on these media. Burk, Grimmer, Pawlowski 20

21 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Trust: Sport clubs should strengthen trust of the internal reference group members in the organization, as well as establish understanding in the organizational doing. Demography: With respect to the demographic change and the increasing proportion of digital natives, social networks are likely to become more and more relevant for communication with fans and members. Variety: Despite the popularity of social media with young target groups, the clubs should not rely exclusively on these media. Value: Because of the low usage of facebook and twitter (compared to other media), clubs should promote their pages in social networks stronger and offer additional values. Burk, Grimmer, Pawlowski 21

22 5. CONCLUSION 5.3 Recommendations Relevance: Due to the growing number of club members, relationship management with this target group should be intensified in public relations work. Democracy: As democratic basis, members have a special influence and relevance for sport clubs. Trust: Sport clubs should strengthen trust of the internal reference group members in the organization, as well as establish understanding in the organizational doing. Demography: With respect to the demographic change and the increasing proportion of digital natives, social networks are likely to become more and more relevant for communication with fans and members. Variety: Despite the popularity of social media with young target groups, the clubs should not rely exclusively on these media. Value: Because of the low usage of facebook and twitter (compared to other media), clubs should promote their pages in social networks stronger and offer additional values. Journalism: Regarding the high usage of mass media, public relations must not forget cooperating with journalists. Burk, Grimmer, Pawlowski 22

23 Thank you! Burk, Grimmer, Pawlowski 23