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BizReport : Ecommerce : April 02, 2015

Survey: Viewing experience tops winning team

When it comes to the NCAA Men's Basketball Tournament - aka March Madness - the viewing experience is more important to most viewers than...well, anything. Including whether their team wins or loses.

by Kristina Knight

New data out from SOASTA this week indicates the viewing experience during big-time sporting events is more important to a majority (58%) of viewers than whether their team wins or loses. The data is another indication that brands need to be aware of how web and mobile sites are performing for consumers.

"As audiences increasingly turn to online and mobile platforms to participate in March Madness, they demand uncompromising performance," said Tom Lounibos, CEO of SOASTA. "Our study shows that millennial viewers are the most demanding demographic when it comes to quality mobile and online user experiences. With so much competition for the billions in economic value at stake during the tournament - and especially the final four - companies must prioritize app and digital performance more than ever before."

Some interesting takeaways from the SOASTA survey include:

• 65% say online/mobile activity is 'critical' for following March Madness
• 36% turn to online venues to track their brackets
• 26% turn to the web to live stream games
• About one-third are concerned about slow load times and lag time/delays during the tournament

Of those who say poorly performing apps/sites are important, just over 25% say this is especially troublesome when they need live updates or when they are live streaming.

Image via Shutterstock

Tags: customer experience, mobile experience, online experience, SOASTA

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