RSS feed Get our RSS feed

News by Topic

BizReport : Mobile Marketing : February 16, 2015

Rugby fans multi-tasking on mobile during matches

Sports fans are not just focused on the big screen, but many are also glued to a smaller screen, too. According to new research, over half of rugby fans multi-task on a smartphone while watching the game on television and even in the stadium.

by Helen Leggatt

As the Six Nations rugby competition hots up, RadiumOne has released the findings of their 'Rugby Fans & Technology Survey'. Findings show that 52% of rugby fans have a second screen at hand when watching matches at home on their television.

But second-screening is not just a habit carried out at home on the sofa. Forty-four percent of fans also use their smartphone while watching a match live at a stadium.

What are they doing on their second screen? A fifth (21%) are using instant messaging services to chat with their friends about the game while watching the game at home on television, and 19% make comments on social media. Nearly half (48%) of rugby fans share rugby-related content online, and 60% consume it, rising to three quarters (78%) of 16-34 year old fans. Furthermore, 47% of rugby fans share or consume rugby-related content through social media whilst 34% of rugby fans share and consume rugby-related content using email.

Those attending live matches at a stadium are more likely to be interacting with rugby content before the game, found RadiumOne, with 83% using a device just prior to kick-off, more than those watching at home on television (74%). Fans attending a match use their smartphone more than those watching at home using it 7 times throughout the day compared to 5 times for those at home while rugby fans, on average, us their device 10.2 times per day.

"Technology has fundamentally changed the way fans and brands engage with rugby. Marketers need to better understand the nuanced behaviours of today's rugby fans so they can build a tailored conversation on the relevant device," said Rupert Staines, MD Europe at RadiumOne. "RWC 2015* will be a veritable goldmine for those relevant brands who understand the technology routines and associated data of today's connected rugby fan."

* Rugby World Cup 2015 (RWC 2015) kicks off on 18 September, 2015. The host country is England.

Mitch Gunn /

Image via Shutterstock

Tags: mobile marketing, rugby, second screen, smartphone, social media, technology

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.