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BizReport : Blogs & Content archives : February 26, 2010

CEA: Sporting consumers turn online for information

When it comes to news several reports indicate that more consumers are turning to online avenues, either for all of their news content or for supplemental news information. A new sports and technology study from the Consumer Electronics Association (CEA) indicates that, for sports consumers, the number of people logging on for information are even higher.

by Kristina Knight

cea.gifAccording to the new report nearly 20% of consumers interested in the live Olympics events are planning to watch online; 25% report they will catch highlights of the Olympic events online. Comparatively speaking, about 30% of consumers report they will follow Olympic events via newspaper/magazine. Although print publications are winning out, this study is indicative of a pattern for most consumers in which they look online nearly as often as they look in print publications.

Researchers also found that, consumers in general, planned to tune in to Olympics coverage through many screens - television, computer/laptop, mobile device so that they could watch more than one event at a time.

For marketers this switch comes at an opportune moment. Event advertising, like that of the Olympics or the upcoming 2010 Election Coverage gives brands additional opportunities to engage the consumer base. Although most forecasts expect much of the political spend to be placed in offline avenues, the offline ads can point to additional online content, information. Likewise sporting event advertisers can use the Internet as another spoke in the wheel of their overall campaign, using websites to offer additional product information, special deals and coupons or contact with the company through a social networking hub.

The CEA also reports that consumer confidence is down. The CEA-CNET Index indicates that although confidence in the tech sector remains high, other sectors are falling. In January 2010 consumer confidence reached a 7-month high but so far in February, confidence has falled about 8 points to reach 165.2. That is the lowest level for consumer confidence since October of 2008.

"Consumers remain wary as the economy continues to find its footing," said Shawn DuBravac, CEA Chief Economist and Director of Research. "Consumers remain concerned over the employment market and their own personal financial health in the months to come."

With the economy still in turmoil, this additional contact could go a long way to strengthening brand relationships with consumers.

Tags: consumer confidence, Consumer Electronics Association, ecommerce, news content, online advertising, online content, sports content

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