Sports fans could be the most engaged consumer

A recent study from Solutions Research Group indicates that marketers should perhaps spend more time cultivating a relationship with sports fans. That is because, according to their research, sports fans are great multi-taskers.

by Kristina Knight

While watching the favorite sporting event, fans between the ages of 12 and 34 were also likely to be talking on the phone, sending email or text messages and otherwise using the Internet (72%). This ability to multi-task makes these sports fans a top commodity for marketers.

Some may see this as a detriment but when asked what they were talking or messaging about, these fans noted that they were talking about/messaging about the game(s) they were watching at the time. Therefore, using the Internet or watching a game through a handheld or portable device makes these users a highly engaged segment of the population.

How can a marketer best take advantage? By launching a multi-medium campaign during a highly watched sporting event - Thanksgiving Day football, the Super Bowl, March Madness or the NBA finals. By causing interest with a televised spot and then pointing the user online to learn more, get a coupon/discount or free sample, marketers will likely see an improvement in the ROI.