Rugby Fans Follow Matches on the Move says @ExterionMediaUK Research
Using its online research tool, work.shop.play., Exterion Media has uncovered the expectation that almost two thirds (62%) of Britons are confident that the English side will survive to at least the quarter final stage, with 26 percent hopeful that they will reach the semi-finals of the Rugby World Cup 2015 which kicks off this Friday at Twickenham.
Exterion looked at how rugby fans will follow their favourite teams during the World Cup, and found that the majority (69%) of Britons are planning to watch the games on television, whilst 16 percent and 10 percent of fans will stay connected to score updates while out and about and on public transport respectively.
Compared to the majority who choose to watch the games on TV, just 19 percent will choose to watch full games using the web. Of those who will watch games on live TV, 68 percent will do so from their home or a friend’s and another 28 percent will turn it into a social occasion and watch it with friends in a pub.
Jason Cotterrell, Managing Director UK, Exterion Media told us “Looking at Exterion data research, it’s clear that we Brits still love getting into the spirit of our favourite sports by watching the matches with our friends at home or at the pub. However, with the average bus journey in London taking between 17-19 minutes1 and Tube commute taking 35 minutes¹, it’s no surprise that many rugby fans will choose this time to catch up with the results of their favourite teams”.
London-based fans and Tube users are more reliant on the internet and social media than those in the wider population when it comes to watching highlights of games and keeping track of scores. 51 percent of Tube user fans plan to stay glued to internet sites, compared to 48 percent of the wider urban population.
“It’s clear that London audiences are looking to be entertained and informed while they’re on the move or riding the Tube. Being able to quickly check in with how their team is doing, or being able to watch a clip of an amazing tackle, is an easy way for fans to stay engaged with the tournament even though they might not have time to watch the whole game”.
More than one in three (34%) London fans will choose to keep track of scores via social media, compared to 29 percent of the wider audience!
Insights gathered from Exterion’s 10,000 strong work.shop.play. urban community panel using the October Omnibus Survey 2014 (1,310 responses) & January Omnibus Survey 2015 (1,495 responses).
work.shop.play. London Commuter Survey 2013-2014 (1,576 responses)
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