SOCCER + DIGITAL MEDIA IN THE … 2015 REPORT
Soccer and Digital Media in the USA 2015
Jul 20, 2015
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The soccer water cooler can be found at the bar, online, and yes, even at the office
ACCESS TO CONVERSATION
UNIQUE &
COMPLEX
soccer
PARTICIPATION
NATIONAL TEAMS
CLUB FANDOM
USA
COLOMBIA FIFA
WORLD CUP
MEXICO GOLD CUP
US YOUTH SOCCER
SOCCER CAMPS
AYSO
NSCAA
ADULT SOCCER
MLS
LIGA MX
LA LIGA
PREMIER LEAGUE
UEFA CHAMPIONS
LEAGUE1
FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE
SOCCER
THE AGNOSTIC
35.0 9.3
59% “follow” 5+ Club Teams
36% multicultural (non-white)
Became a fan at different ages:
• 28% before age 10
• 32% after age 25
1
REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA WORLD
CUP
THE EVENT SEEKER
36.1 7.9
Follows 1.6 Club Teams on
average
37% became a fan after age 25
Top Leagues: MLS and EPL
2
MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES,
SPECIFICALLY EUROPEAN SOCCER
THE EUROPHILE
28.8 9.5
Predominantly male
29% are “Eurosnobs” – only care about
top Euro teams
Heavy “Brit” influence – love Ian Darke,
Martin Tyler and Ray Hudson
3
FOLLOW INTERNATIONAL SOCCER LEAGUES BUT HIS PRIMARY
INTEREST IS MAJOR LEAGUE SOCCER
THE DOMESTIC
36.6 9.0
30% Female
77% cheer for the USA only
Landon Donovan more popular than
Messi
4
NOT REALLY A “FAN” – INTERESTS PRIMARILY TIED TO HIS KIDS
INVOVLEMENT IN THE SPORT
THE OBSERVER
43.9 7.1
72% Female
74% have 2+ kids
Other sport interests: NFL and MLB
5
MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL & SOUTH
AMERICAN COUNTRIES
EL FANATICO
28.6 9.5
Most popular league Liga MX, followed by
UCL
64% became a fan before age 10
49% cheer for both their country of origin
and the USA
6
USA DIGITAL LANDSCAPE DIGITAL LANDSCAPE TIME SPENT ON LINE
INTERNET USE SOCIAL MEDIA USE
MOBILE USE ACTIVITIES & INDICATORS
ACTIVITIES ON MOBILE MOBILE USE
MOBILE INTERNET INDICATORS SMART PHONE USE
MLS APP + 1M. DLWD
https://play.google.com/store/apps/details?id=com.mlssoccer https://itunes.apple.com/us/app/mls/id397303467?mt=8
http://www.mlssoccer.com/fans/social-media
MLS SOCIAL MEDIA + 3M.
+ 7M.
– Herve DELHUMEAU –
Co-Founder & Managing Director
www.hd-cg.com
Boutique Consulting in
Digital Marketing & Social Media
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