Football fans are turning to mobile to engage with their favorite teams, and are using a diverse set of apps for varied experiences. We profiled five of the top sports apps and found that fans are using them to engage with the game in very different ways:
To Watch –> NFL Sunday Ticket
To Listen –> TuneIn
To Attend –> SeatGeek
To Read –> ESPN
To Compete –> Yahoo Fantasy
When we took a close look at the demographic makeup of these apps, we found that – not surprisingly – all five over index among both 25-54 yr olds and males.
Three of the five apps have approximately a 16% higher female user base than the bottom two. Roughly 20% of Yahoo Fantasy, NFL Sunday Ticket, and ESPN users are female.
SeatGeek app offers inexpensive, last-minute ticket purchases, which may appeal to younger customers. And TuneIn is attracting users over 55 most likely because radio, as a medium, in general skews older.
TrueData found that Wingstop chicken wings and Nike sneakers were incredibly popular products with SeatGeek users. Other brands that over-indexed for wings and sneakers include NFL Sunday Ticket and ESPN.
We found these sports app users are more likely to be NHL league app enthusiasts than NFL league app enthusiasts. This may be due to the fact that the NHL has fewer individual team apps than the other two leagues:
So what can insights like these tell us about how sports fans are engaging with the game? Namely that they spend time in multiple apps to get a fully immersed sports experience, and do business with brands that may or may not be expected. Deep profiles like these can uncover gaps in customer understanding or targeting opportunities.
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