PLANNING STRATEGY MONITORING Media usage on the change? An intercultural comparison based on media forms used for information on sport. Carsten Schröer
Content SPORT+MARKT Introduction and general media usage trends Comparison of the level of interest in selected sports and media used for sports information sport@web Conclusion 2
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Introduction and general media usage trends 7
Introduction Definition and general trends Media usage can traditionally be described as the consumption of different media forms particularly mass media. Media forms commonly used in Europe are changing which is strongly influenced by technical digitalisation of media. General social trends such as the individualisation of lifestyles and the pluralisation of lifestyles within the modern society support this process recursively, cause Media are a part of the society. Key terms in the description of media and their usage are the convergence and fragmentation of media from a technical, contentual and user perspective: Fragmentation: Increase of the number of TV channels and media in general, atomisation of markets, contents and target groups are more specialised Convergence: The technical fusion of different ways to publish media content with the internet as a meta medium, similar content is transferred via different channels of distribution, different media used simultaneously 8
Internet usage in the Top 5 European markets France Germany Italy Spain UK 70 60 50 59.8 56.3 48.8 61.2 57 51 50.3 63.8 61.1 58.1 54.1 48.4 Penetration in % 40 30 20 29.2 26.2 22.8 14.4 42,7 42.9 35,8 27.9 22.85 41.2 32.5 43.9 10 0 13.2 2000 2002 2004 2006 2008 (S+M estimate) Years Source: Internet World Stats, S+M Estimations 9
Online advertising expenditure Example: Germany Development of gross Online advertising expenditure (in billion s) An increase of over 400% 1.2 The Internet has the highest growth levels over the past few years, however in terms of total market volume it occupies 5.2% in Germany 0.3 0.4 0.7 In comparison, TV tops the ranking (39.5%) ahead of newspapers (24.8%), while the market share of print media is continuously losing their market share 2004 2005 2006 2007 Source: Nielsen Media Research 10
Comparison of the level of interest in selected sports and media used for sports information 11
Preferred sports on TV Overview 2007 Top 3 per country Germany: 2007 France: 2007 Italy: 2007 Football 49 Football 44 Football 58 Athletics 18 Tennis 30 Formula 1 30 Formula 1 15 Rugby 22 Motor Cycling 25 Spain: 2007 U.K.: 2007 Football 58 Football 58 Basketball 30 Tennis 21 Tennis 25 Athletics Sponsoring 21+ 2007 Base: Representative citizens between the ages of 16-69 16 Question: Which are the sports you most like to watch on television? (Figures in %) 12
Media used for sports information FRANCE TV Radio Daily newspapers Internet Magazines / Trade magazines Sports Magazines E-Mail Newsletters (Internet) Videotext / Teletext or other TV text services Mobile phone text messages (SMS) or picture messages (MMS) Internet via mobile phone (WAP, information portals) Sponsoring 21+ 2008 Base: 1001 representative French citizens between the ages of 16-69 On average 3.5 forms of media are used frequently. Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 13
Media used for sports information Germany GERMANY TV Daily newspapers Radio Internet Videotext / Teletext or other TV text services Magazines / Trade magazines Sports magazines E-Mail Newsletters (Internet) Internet via mobile phone (WAP, information portals) Mobile phone text messages (SMS) or picture messages (MMS) Sponsoring 21+ 2008 Base: 1000 representative German citizens between the ages of 16-69 On average 4 forms of media are used frequently. Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 14
Media used for sports information Italy ITALY TV Daily newspapers Radio Videotext / Teletext or other TV text services Magazines / Trade magazines Internet Sports magazines E-Mail Newsletters (Internet) Mobile phone text messages (SMS) or picture messages (MMS) Internet via mobile phone (WAP, information portals) Sponsoring 21+ 2008 Base: 1000 representative Italian citizens between the ages of 16-69 On average 3.7 forms of media are used frequently. Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 15
Media used for sports information Spain SPAIN TV Daily newspapers Radio Internet Videotext / Teletext or other TV text services Sports Magazines Magazines / Trade magazines Internet via mobile phone (WAP, information portals) E-Mail Newsletters (Internet) Mobile phone text messages (SMS) or picture messages (MMS) Sponsoring 21+ 2008 Base: 1000 representative Spanish citizens between the ages of 16-69 On average 3.5 forms of media are used frequently. Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 16
Media used for sports information U.K. U.K. TV Daily newspapers Internet Radio Magazines / Trade magazines Videotext / Teletext or other TV text services Sports magazines E-Mail Newsletters (Internet) Mobile phone text messages (SMS) or picture messages (MMS) Internet via mobile phone (WAP, information portals) Sponsoring 21+ 2008 Base: 1028 representative British citizens between the ages of 16-69 On average 4.2 forms of media are used frequently. Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 17
Media used for sports information Internet 60 Germany Italy Spain France U.K. 50 40 30 43 39 37 33 45 42 39 32 31 52 49 47 47 44 44 40 36 34 26 20 2005 2006 2007 2008 Sponsoring 21+ Base: Approx. 1000 representative citizens between the ages of 16-69 per year / per country Question: Which of the following media do you use to inform yourself about sport? (Figures in %) 18
sport@web 19
Requirements of sport sites on the Internet Search habits for sports information on the Internet Via search engines 66 On pages of favourite clubs 45 Sports related pages in favourites / bookmarked 38 TV, newspapers or magazines 37 By intuition 27 Via links to other pages Start page is a sports page 14 25 All others = 1% No answer / Don t know = 1% sport@web 2.0 2008 Base: 1544 German respondents who are at least A little interested in sport, and who use the Internet / Online services for information on sport Question: If you are especially looking for sports information on the Internet, how do you usually go about it? Here are a few possibilities that may apply to you... (Figures in %) 20
Requirements of sport sites on the Internet Assessment of selected components / web page content Top-2-Box: Very important + Important Current news Clearly arranged Background information Photos Live-Ticker Live Streams / Live coverage Video extracts Design / Layout of the webpage Interviews Information on different types of sport Links Forum Surveys Voting Fan shop / e-commerce Competitions Own user profile Games / e-games Chat Blogs Integration of advertising 9 21 19 19 16 15 13 37 35 34 31 57 57 54 49 73 73 70 64 sport@web 2.0 2008 Base: 1544 respondents who are at least A little interested in sport, and who use the Internet / Online services for information on sport Question: What is important to you on a website that focuses on the topic of sport? Please rate you answer to the following criteria by using a scale from 1 = Not important at all to 5 = Very important. The scores in between will help you to give a degree of scale to your answer. (Figures in %) 89 86 21
Market overview Formats used to watch sport on the Internet Via video streaming on sport websites 55 Via video portals 49 On web TV Via own Internet channel on my favourite sport Via club TV of different clubs 16 15 18 Receive videos per email 10 Receive videos via Instant Messenger 8 Tape coverage on hard disc I use another method Via Downloads from P2P networks sport@web 2.0 2008 Base: 629 German respondents, who watch sports coverage on the Internet 3 4 7 All others = 2% No answer / Don t know = 6% Question: Which media form do you use to watch sports coverage on the Internet? (Figures in %) 22
Market overview Provider used for video streaming on sports Internet sites Most mentioned t-online.de eurosport.de sport1.de sportschau.de dsf.de sport.de bundesliga.de bwin.de del.org/deltv.org premiere.de spiegel-online.de bild.de spox.com youtube.de zdf.de sport@web 2.0 2008 Basis: 344 German respondents who use Video streaming on sports websites 2 2 2 2 3 3 3 3 3 4 4 5 5 9 10 All others = 20% No answer / Don t know = 16% Question: Which video streaming provider on sports websites do you use? (Figures in %) 23
Conclusion 24
Conclusion The general trends in using the media such as fragmentation and convergence are as well visible in sports Sport and especially Football is a strong collective theme and is used by all media for success and in all focused countries. With respect to special features and media usage over the past few years, the Internet is clearly the winner, but differences between the markets were obvious. New media enhances the media bouquet for users and is a competitor of classical media forms. However different media forms can be used parallel and the form of competition is not destructive. TV hasn't lost its pole position and will be as well in the future. Media is then used when it meets established user expectations. Media have to reflect the environmental resource recipient by permanent observation of System and Environment, in order to be able to adapt their structure where necessary ( reflective Uses and Gratifications Approach ). 25
PLANNING STRATEGY MONITORING Thank you for your attention! Expertise by SPORT+MARKT AG Your contact person: Carsten Schröer Cologne, September 2008