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1、INSIGHT REPORT Q1 2019 GlobalWebIndexs Insight report on the latest trends in sport and media Sports Media Landscape ContentsIntroduction Key Insights 03 Sports 16-24s watch an average of 2.4, compared to 1.2 sports for 55-64s. Soccer is the most watched sport on both broadcast and online TV, by som
2、e margin. Just under half of all global respondents say they regularly watch soccer on broadcast TV, and a third watch it online TV. For 16-24s, the difference between broadcast and online TV engagement is greatly reduced across each sport. The UEFA Champions League is the most watched annual sporti
3、ng event globally, with 15% of global respondents saying they regularly watch on broadcast TV and 10% watching online TV. The National Basketball Association (NBA) can also boast an impressive draw, with the highest engagement online with any annual event or competition. There is significant engagem
4、ent in APAC where 14% of respondents say they regularly watch the competition online TV. Womens football has entered a new age, thanks to developments in media coverage. Looking at the breakdown of watchers of the Womens World Cup specifically, its fanbase does not just consist of females. In genera
5、l, its a fairly even split between men (53%) and women (47%). Among younger age groups, the audience profile tends to skew towards females slightly. Traditional television distributors see the esports expansion as an opportunity to break into esports content and the lucrative advertising revenue aro
6、und gaming leagues. But is there an appetite from esports fans, given that they are largely entrenched in online streaming sites like Twitch? While esports fans watch the same number of sports on broadcast TV as sports fans, they are well ahead in the number of sports watched online TV. Watching or
7、following sports events as a main motivation for using social media has seen a 47% increase since Q4 2016. Among those who say one of their main reasons for using social media is to find sports content and news, figures for online TV sports viewing are much higher across the board. Compared to the a
8、verage internet user, people who use social for sport are between 1.7 to 2 times more likely to watch any of the 29 sports online TV that we track. Sports Media Landscape Insight Report Q1 2019 Sports over 30 OTT players are now battling for sports rights in India. With cheaper data and ever- improv
9、ing data networks, the convenience of mobile screens has helped contribute not only to digital sports consumption but also helped in breaking the monopoly cricket has been enjoying in the country for years. 05SPORTS 21% say they follow or watch it, followed by 20% in Brazil and 15% in India. One of
10、the most interesting trends shaping the current sports landscape is the rise of womens sports. No longer confined to the sidelines, the profile of womens sports continues to grow and stamp its mark on the industry. Womens football has entered a new age, thanks to a development in media coverage. Loo
11、king at the breakdown of watchers of the Womens World Cup specifically, its fanbase does not just consist of females. In general, its a fairly even split between men (53%) and women (47%). In Europe, almost two-thirds of WWC watchers are male, and in no region does this gender breakdown lean towards
12、 females to a significant extent. But age has a major impact here. Among younger age groups, the audience profile tends to skew towards females slightly. Whereas among older groups, this flips overwhelmingly towards males, with two- thirds of 55-64 year-old WWC watchers being male. The sports sector
13、, and soccer in particular, has been no stranger to controversy surrounding gender equality. In 2016, FIFA amended its statutes to bring gender equality closer to the center of the organizations governance framework, but pay disparities between male and female players still cause contention. FIFA ha
14、s responded by doubling the prize money for the Womens World Cup, but gender parity will continue to be an issue in professional sports more broadly, and this years WWC will help to project it to the forefront of the conversation. This is an important opportunity for brands and stakeholders to make
15、their position clear on the subject. Corporate social responsibility extends across all industries, not just within the realms of environmentalism, and has emerged as a crucial factor that companies cant ignore. Adidas has embodied this concept, having pledged to pay women the same bonus payouts as
16、men for winning the WWC. This kind of strong brand messaging resonates well with the WWC audience. WWC watchers are 55% more likely than average to say theyre interested in political and social issues, theyre well over 2x as likely to want their favorite brands to support good causes too (30% do). T
17、he beliefs and world outlooks of WWC fans have provided brands with an open goal, so to speak: to join an extremely important public conversation and engage fans on a deeper level. Popularity of Womens Leagues/Competitions % of sports fans who say they watch the following womens events on broadcast
18、and online TV 17THE TUG OF WaR BETWEEN BROadCaST they are 2.3x more likely to say they watch the UEFA Champions League on online TV (23% do), 2.4x more likely to watch the Premier League on online TV (18%), and 2.45x more likely to watch LaLiga on online TV (17%). Social Media 21SPORT ON OTHER MEdIU
19、MS Argentina1,573 Australia4,038 Austria1,289 Belgium1,274 Brazil2,366 Canada2,274 China15,350 Colombia1,314 Denmark1,264 Egypt1,770 France5,035 Germany5,055 Ghana990 Hong Kong1,829 India7,587 Indonesia1,939 Ireland1,260 Italy5,185 Japan1,804 Kenya1,024 Malaysia1,536 Mexico2,633 Morocco1,038 Netherl
20、ands1,324 New Zealand1,280 Nigeria1,099 Philippines1,664 Poland1,850 Portugal1,292 Romania1,318 Russia2,157 Saudi Arabia1,413 Singapore2,718 South Africa1,508 South Korea1,287 Spain5,070 Sweden1,302 Switzerland1,289 Taiwan1,790 Thailand1,602 Turkey1,513 UAE1,727 UK10,102 USA25,092 Vietnam1,573 22 GL
21、OBALWEBINDEX SAMPLE SIZE BY MARKET This report draws insights from GlobalWebIndexs Q1 2019 waves of research across 45 countries, with a global sample of 139,397 respondents. Notes on Methodology All figures in this report are drawn from GlobalWebIndexs online research among internet users aged 16-6
22、4. Please note that we only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. OUR RESEARCH Each year, GlobalWebIndex interviews over 575,000 internet users aged 16-64 across 46 markets. Respondents complete an onli
23、ne questionnaire that asks them a wide range of questions about their lives, lifestyles and digital behaviors. We source these respondents in partnership with a number of industry-leading panel providers. Each respondent who takes a GlobalWebIndex survey is assigned a unique and persistent identifie
24、r regardless of the site/panel to which they belong and no respondent can participate in our survey more than once a year (with the exception of internet users in Egypt, Saudi Arabia and the UAE, where respondents are allowed to complete the survey at 6-month intervals). OUR QUOTAS To ensure that ou
25、r research is reflective of the online population in each market, we set appropriate quotas on age, gender, and education meaning that we interview representative numbers of men vs women, of 16-24s, 25-34s, 35- 44s, 45-54s and 55-64s, and of people with secondary vs tertiary education. To do this, w
26、e conduct research across a range of international and national sources, including the World Bank, the ITU, the International Labour Organization, the CIA Factbook, Eurostat, the US Bureau of Labor Statistics as well as a range of national statistics sources, government departments and other credibl
27、e and robust third-party sources. This research is also used to calculate the weight of each respondent; that is, approximately how many people (of the same gender, age, and educational attainment) are represented by their responses. MOBILE SURVEY RESPONDENTS From Q1 2017 on, GlobalWebIndex has offe
28、red our Core survey on mobile. This allows us to survey internet users who prefer using a mobile or are mobile-only (who use a mobile to get online but do not use or own any other device). Mobile respondents complete a shorter version of our Core survey, answering 50 questions, all carefully adapted
29、 to be compatible with mobile screens. Please note that the sample sizes presented in the charts throughout this report may differ as some will include both mobile and PC/laptop/ tablet respondents and others will include only respondents who completed GWIs Core survey via PC/ laptop/tablet. For mor
30、e details on our methodology for mobile surveys and the questions asked to mobile respondents, please download this document. ACROSS GLOBALWEBINDEXS MARKETS GlobalWebIndexs research focuses exclusively on the internet population and because internet penetration rates can vary significantly between c
31、ountries (from a high of 90%+ in parts of Europe to lows of c.20% in parts of APAC), the nature of our samples is impacted accordingly. Where a market has a high internet penetration rate, its online population will be relatively similar to its total population and hence we will see good representat
32、ion across all age, gender and education breaks. This is typically the case across North America, Western Europe and parts of Asia Pacific such as Japan, Australia and New Zealand. Where a market has a medium to low internet penetration, its online population can be very different to its total popul
33、ation; broadly speaking, the lower the countrys overall internet penetration rate, the more likely it is that its internet users will be young, urban, affluent and educated. This is the case throughout much of LatAm, MEA and Asia Pacific. This table provides GlobalWebIndex forecasts on internet pene
34、tration (defined as the number of internet users per 100 people) in 2019. This forecasted data is based upon the latest internet penetration estimates from the International Telecommunication Union (ITU) for each market that GlobalWebIndex conducts online research in. GLOBALWEBINDEX VERSUS ITU FIGUR
35、ES As GlobalWebIndexs Core Research is conducted among 16-64 year-olds, we supplement the internet penetration forecasts for a countrys total population (reproduced above) with internet penetration forecasts for 16-64s specifically. Forecasts for 16-64s will be higher than our forecasts for total po
36、pulation, since 16-64s are the most likely age groups to be using the internet. Notes on Methodology: Internet Penetration Rates Internet Penetration Rates GlobalWebIndexs Forecasts for 2019 based on 2017 ITU data Argentina78% Australia88% Austria88% Belgium89% Brazil71% Canada94% China59% Colombia6
37、6% Denmark97% Egypt54% France85% Germany88% Ghana48% Hong Kong91% India42% Indonesia39% Ireland87% Italy62% Japan92% Kenya43% Malaysia83% Mexico69% Morocco69% Netherlands93% New Zealand93% Nigeria36% Philippines64% Poland79% Portugal78% Romania72% Russia80% Saudi Arabia83% Singapore85% South Africa6
38、2% South Korea95% Spain87% Sweden96% Switzerland96% Taiwan83% Thailand58% Turkey71% UAE95% UK96% USA80% Vietnam55% 23 Access More Reports Like what youve read? Theres plenty more where that came from. Browse our latest reports and infographics examining key consumer trends across markets. Request Cu
39、stom Research Get more from your data. Run your own custom studies using our panel of 22 million consumers, and get instant access to insight tailored to your business needs. Duncan Kavanagh Insights Analyst and Writer Copyright Trendstream Limited 2019 All rights, including copyright, in the conten
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41、he content for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited. | Trendstream Limited uses its reasonable endeavours to ensure the accuracy of all data in GWI webpages and publications at the time of publication. However, in a
42、ccessing the content of GWI webpages and publications, you agree that you are responsible for your use of such data and Trendstream Limited shall have no liability to you for any loss, damage, cost or expense whether direct, indirect consequential or otherwise, incurred by, or arising by reason of, your use of the data and whether caused by reason of any error, omission or misrepresentation in the data or otherwise. Jason Mander Chief Research Officer