Hispanic sports fandom final february 28 2015
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We set out to create a groundbreaking study that focuses on the consumption of sports by Hispanics in the U.S. This study provides an in-depth look at Hispanic sports fans, including a broad perspective of the sports they consume, how they consume them, as well as their attitudes toward different sources of information and sponsors. This presentation provides top level results from the study.
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Hispanic sports fandom final february 28 2015
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- 2. 22 Panelists STEFANIE FRANCIS Co-founder & Managing Director NAVIGATE SVP, Consulting & Multicultural Marketing WASSERMAN MEDIA GROUP HEIDI PELLERANO
- 3. 33 Driving Force for the Study We saw a need in the market… Increasingly Important Consumer Segment However Available Data on Segment Is Source: US Census Male - focused Unsegmented Not deep enough Outdated
- 4. 44 Why It Matters: Emerging Markets 1 2 3 5 4 6 7 8 9 10 Fastest Growing Hispanic DMAs % Growth from 2000-2014 (population 200K+) 1. Charlotte, NC - 168% 2. Raleigh, NC - 139% 3. Atlanta, GA - 127% 4. Orlando, FL - 125% 5. Ft. Meyers, FL - 123% 6. Oklahoma City, OK - 119% 7. Tampa, FL - 112% 8. W. Palm Beach, FL - 111% 9. Seattle, WA - 108% 10. Washington D.C. - 108% 11. Las Vegas, NV – 104% 12. Minneapolis-St. Paul, MN – 98% 13. Kansas City, MO – 97% 14. Salt Lake City, UT – 97% 15. Austin, TX – 85% 11 Source: Nielsen 12 13 14 15
- 5. 55 TICKET SALES SPONSORSHIP CAMPS MEDIA DIGITAL MERCHANDISE Why It Matters: Drivers of Revenue Growth Sources: US Census, Nielsen PEW
- 6. 66 Acculturated vs. Unacculturated Women vs. Men Country of Origin Types of Occupation Education Levels Household Incomes Millennials vs. Other Age Groups It goes many levels deeper than what we have seen previously, looking at… Our Study is Unique
- 7. 7 WHAT DID OUR STUDY REVEAL?
- 8. 88 1. 2. 3. Hispanics are Fans of Different Sports All Hispanics Unacculturated Cuban Americans 1. 2. 3. 1. 2. 3.
- 9. 99 27% OF HISPANICS SHARE CONTENT VS. 17% OF NON- HISPANICS #1 #2 #3 USAGE AMONG HISPANICS 53% OF HISPANICS USE SMARTPHONES TO FOLLOW SPORTS VS. 43% OF NON-HISPANICS 28% OF HISPANICS USE SMART TVs TO FOLLOW SPORTS VS. 19% OF NON-HISPANICS Hispanics are Leading in Digital Use
- 10. 1010 ATTEND MORE SPEND MORE 23% OF HISPANICS ATTEND LIVE EVENTS VS. 17% OF NON-HISPANICS HISPANICS ARE MORE LIKELY TO PURCHASE FOOD, DRINKS AND SOUVENIRS AT LIVE EVENTS Hispanics are Attractive Customers
- 11. 1111 HISPANIC SPORTS FANS ARE… Hispanics Trust Sponsorships 2xMORE LIKELY THAN NON-HISPANICS TO CONSIDER & TRUST A BRAND THAT SPONSORS THEIR FAVORITE SPORT, TEAM OR ATHLETE
- 12. 12 WHERE CAN YOU START?
- 13. 1313 Some Keys for Winning with Hispanics SEGMENT MARKET NATIONAL VS. LOCAL YEAR ROUND EXPOSURE BE AUTHENTIC EDUCATE BEFORE SELLING BUILD A RELATIONSHIP
Notas del editor
- Both of us if there is not moderator
- Heidi to lay the foundation
- Heidi
- Heidi
- Stefanie to explain Online Panel in the US: 3,000 Hispanic sports fans;1000 non Hispanic; 400 Asian; 400 African American
- Stefanie to go through study
- OVERALL, HISPANICS (REGARDLESS OF ACCULTURATION LEVEL) ARE MOST LIKELY TO BE NFL FOOTBALL FANS (FOLLOWED BY NBA, OLYMPICS, MLB AND THEN SOCCER) NFL: 66% NBA: 61% Summer Olympics: 60% MLB: 58% Soccer: 56% Unacculturated= Soccer = 72% NBA = 63% Summer Olympics = 61% Cuban Americans MLB 74% Summer Olympics 71% NFL 68%
- HISPANICS (27%) ARE MUCH MORE LIKELY TO SHARE CONTENT VIA SOCIAL MEDIA than NON-HISPANICS (17%) Facebook 47% Instagram 20% Twitter 18% HISPANICS ARE MUCH MORE LIKELY TO USE SMARTPHONES (53%) and SMART TVs (28%) TO FOLLOW SPORTS than non-Hispanics (43% smartphones; 19% smart tvs).
- HISPANICS ATTEND MORE LIVE EVENTS THAN NON-HISPANICS 23% of Hispanics say that they often or all the time attend live events vs. non-Hispanics (17%) when Hispanics to live events. They are more likely to purchase : -food HSF: 67% NHSF: 61% -Drinks (non alcoholic) HSF: 60% NHSF: 53% alcoholic – HSF 47% NHSF:45% -Souvenirs for themselves or their children. HSF:19% NHSF: 11% - Program HSF 13% NHSF: 9% when they attend.
- Hispanic Sports Fans are 2x MORE LIKELY than Non-Hispanic Sports Fans to CONSIDER & TRUST a brand that sponsors their favorite sport, team or athlete. Consider: HSF 44%; NHSF 22% Trust: HSF 39%; NHSF 18%
- Heidi to wrap up
- Stefanie opens up for questions