this group, 39 per cent visited social networking sites
in relation to the matches, 17 per cent visited related
websites, 16 per cent placed bets and 11 per cent use related
addition to using a second screen for Uefa Euro 2012 activities,
the research found that people are also continuing with
their normal internet usage behaviour while watching matches
on TV, with 61 per cent checking emails and 13 per cent
choosing to carry out their online banking chores whilst
the games were on.
intensifies via social networks: 16 per cent of fans read
tweets, 10 per cent published tweets while 20 per cent of
respondents said that social networks played a crucial role
in keeping them up to speed with the game when they were
unable to watch it live. Websites also had a part to play
in keeping fans informed with 23 per cent going online for
live scores and updates.
more social media interaction is happening during games
rather than before or after, with 25 per cent sending text
messages or 16 per cent reading tweets, suggesting a shift
as people have become more comfortable with the technology.
research follows a similar exercise by both parties around
the 2010 FIFA World Cup.
research manager Hannah Bewley said, "With the next
World Cup taking place in Brazil it will be interesting
to see what impact the time difference in Brazil has on
social media for the 2014 World Cup.
great opportunity for location based and social advertising
Europe, Middle East and Africa associate director sales
Jehan Shah added, "The research shows that it is more
important than ever for brands and media companies to develop
multiple and varied digital sports offerings for fans. It
also shows the rise of fans' 'second-screen' activities
while watching games on TV is not a zero sum game: it shows
there is a growing, robust market to serve fans
with companion, supplementary digital services."
research was based on a survey using the ESPN Fan Forum
- which is a representative sample of over 3,000 UK sports
fans the sports media company regularly engages with for
research into their views and media-consumption habits -
between 16-21 June this year. The ESPN Fan Forum is managed
by Ipsos Mori.