Insights into soccer demographics, fan interests, and engagement behaviors in the United States

Transcription

1 ADD ORGINAL IMAGE TITLE: SOCCER IN AMERICA 2015 MOVE COPY UP SOCCER COVER IN AMERICA PAGE 2015 Summary Report Insights into soccer demographics, fan interests, and engagement behaviors in the United States Insights into soccer demographics, fan interests, and engagement behaviors in the United States

2 1 Introduction and Methodology The popularity of soccer in the U.S. continues to grow each and every year. Tens of millions of Americans now engage with the sport through a combination of soccer participation, club fandom (domestic or international) and national team interest. As an independent soccer marketing agency, Gilt Edge Soccer Marketing (GESM), provides a unique and impartial look at overall soccer interest and consumption in the United States. Each year, GESM interviews 1,000 soccer consumers nationwide gathering a broad range of marketing insights. Respondents with a minimum age of 13 years complete an online questionnaire conducted during a one week period in October. This Soccer In America 2015 Summary Report includes select insights gathered from the October 2015 study. Demographics of soccer fans Soccer league and player interest Soccer consumption habits Soccer viewing habits Digital and social media usage Note: Insights in this report reference hardcore fans and casual fans. These classifications are based on respondents identifying their level of soccer interest on a scale of 1 to 10. Respondents indicating 8,9,10 rating are considered hardcore respondents indicating 5,6,7,8 rating are considered casual fans. Soccer expenditures Brand engagement and recall

3 2 The American Soccer Consumer The core foundation of the soccer consumer base in the United States is young, diverse, and has a growing interest in the sport. Average Age Average age they became a soccer fan Employed 71% Currently a student 15% Caucasian 62% 56% Mexican % Millennial 56% 51% 40% Possess a college degree 70% Have played soccer 34% Income above $75,000 50% Live in 8 states: 30% Hispanic 23% Follow soccer more closely than ever before Male CA, TX, NY, FL, IL, PA, GA, VA

4 3 Soccer Consumer Segmentation Soccer interest is complex with consumers classifying themselves into one of six different consumer personas. ü 58% of soccer consumers are either Event Seekers or Agnostics ü 29% of Hispanics consider themselves Agnostics ü 40% of hardcore fans consider themselves Agnostics 31% 27% 13% 12% 10% 6% I m really only interested in the big events like the FIFA World Cup I am a fan of international soccer (club and country) and Major League Soccer I am mainly interested in international soccer, especially European soccer I follow international soccer leagues, but I m mainly interested in Major League Soccer I m not really a fan my interest is primarily tied to my kids involvement in the sport I mainly follow soccer from Mexico and/or Central & South American countries Qu. Which of the following statements best describes your interest in soccer?

5 4 Domestic and International Soccer Interests Soccer fans in the U.S. enjoy access to a wide array of domestic and international leagues, events, and players. Interest in different soccer properties: % of consumers who follow 3+ Club Teams 37% International Soccer Major League Soccer Favorite Team One in three (34%) soccer fans cite Manchester United, Real Madrid, or Barcelona as one of their favorite teams U.S. Men s National Team U.S. Women's National Team Two MLS Clubs appear in the top 10: LA Galaxy (#6) & Seattle Sounders (#10) Favorite Player One in three (35%) soccer fans cite either Lionel Messi or Cristiano Ronaldo as one of their favorite players Qu. Please rate your specific interest in the following where 1 means no interest and 10 means Huge fan.

6 5 The Soccer Generation Soccer has been an ever-present part of life for most Gen Y and Gen Z consumers. Growing up in a digitally connected, globally aware world, with a domestic league (MLS) in place and regular World Cup appearances by the U.S. Team has fuelled the growth of soccer popularity with the younger demographic base. The Soccer Generation (Gen Y & Gen Z) 7.3 Soccer Passion Rating (scale of 1 to 10) 6.9 Gen X and Baby Boomers 2.5 Average number of Clubs Teams followed % who consider themselves hardcore fans % who became a fan before age % who became a fan after age % who have attended at least one game abroad % who grow up playing the game % who are hardcore fans of MLS 34

7 6 Amo El Fútbol Soccer is a cultural cornerstone in most Hispanic countries and fandom is deeply rooted with this demographic. Hispanic Consumers Non-Hispanic Consumers 50 51% % % % 23% % 23% % 20% % % 16% Identify as hardcore fans Became fans before age 10 Attended a soccer game oversees Attended at least one live game in last 30 days Played soccer growing up Listen to soccer radio shows or podcasts

8 7 Viewing Motivations The majority of soccer fans in the U.S. are fans of the sport first and specific teams second. Overall, 70% of all soccer fans indicate an interest in watching soccer matches beyond just games involving the team/players they follow. Hardcore fans All Consumers Casual fans I will only watch a soccer game if it involves one of my favorite teams or players (30%) 16% 44% 40% I prefer to watch my favorite team and/or players, but I ll watch other games, too (35%) 31% 38% 26% I ll watch a soccer game regardless of who s playing as long as it s a good game (31%) 7% I ll watch every soccer game I possibly can (4%) 1% Qu. Please indicate which one of the following statements best describes your soccer viewing behavior.

9 8 Watch Soccer Your Way The average soccer consumer in the U.S. watches 8.8 games a month either live at the stadium, via linear television, or on various digital devices. 48% All consumers 8.8 Matches Casual Fans Hardcore fans 5.4 Matches 13.2 Matches Average number of soccer matches watched on a digital device per month Hispanic 11 Matches Non-Hispanic 7.6 Matches Live at a stadium On television In a bar On a phone or tablet On a computer Qu. In the last 30 days, how many soccer matches have you watched via each of the channels?

10 9 Digital and Social Engagement Soccer s young, digitally savvy consumers drive engagement with the sport, as well as with corporate brands. 59% 51% Watched a video sponsored by a brand 43% Most Popular Soccer-related Apps 47% Liked/Shared/Commented on a brands social post Most Popular Social Channels % using social platform multiple times a day 23% 51% Video made by a brand Online Brand Engagement % engagement #+ times on the past 3 months 21% 44% Entered a promotional sweepstakes 17% 36% Clicked on a display ad Qu. In a typical week how often do you use each of the following social media platforms? Top 10 soccer-related apps Qu. In the past three months how many times have you engaged in the following brand-related online activities?

11 10 Soccer Related Expenditures Soccer consumers spend money on a variety of soccer related experiences and products. % of soccer consumers purchasing: 39% 42% 55% 41% 27% 33% Average annual expenditure on soccer experiences and products $1,112 Game Tickets Event Expenses (i.e. parking, food & beverage, etc.) Fan Apparel (i.e. team jerseys, scarfs, etc.) Soccer Equipment (cleats, uniforms, balls, etc.) Soccer News (i.e. magazines, podcasts, etc.) TV / Online Subscriptions specific of soccer % of consumers who follow 3+ Club Teams Qu. In the last 12 months, approximately how much money did you spend on the following soccer experiences and products?

12 11 Brand Association With Soccer Event sponsorship, jersey sponsorship, league association corporate brands have many different ways to align with the sport of soccer both domestically and internationally. But which brands break through the clutter and generate the highest unaided recall? ü Coca-Cola was the most recalled brand across every age, ethnicity, and soccer persona segment with a total of 16% unaided recall ü Major brands with the world of international soccer such as Emirates, Barclays featured prominently 16% ü Gatorade, Bimbo, Bud Light and Corona all featured in the top 10 brand recall for Hispanic consumers ü Heineken and Xbox featured in the top 10 brand recall for soccer fans under age 34 Qu. Not including soccer lifestyle brands (i.e. adidas, Nike, Puma, etc.) what Corporate brand sponsor comes to mind when you think about soccer? Please list up to three brands. All Soccer Consumers

13 13 ADD ORGINAL IMAGE BACK PAGE Want To Connect With Soccer Consumers? Let s Chat. mkoeshartanto@giltedgesoccer.com (630)