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VIRTUAL SPORT COMMUNITIES:

INTERNET DATING AND PARTICIPATION IN SPORT

Wilko de Graaf & Jan Janssens

Hogeschool van Amsterdam, University of Applied Sciences

School of Sports and Nutrition

Department of Sports, Management and Business

March 2010

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Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

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School of Sports and Nutrition

Department of Sports, Management and Business

Amsterdam 4

Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

5

Virtual sportdating communities

Definition:

A virtual community that enables members to find local sports partners, sports

teams, sports facilities and/or sports events in any kind of sports.

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Virtual communities

Model 1: A typology of virtual communities

Porter, 2004, p4

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Virtual sportdating communities: Netherlands

Community Members (as of March 3rd, 2010)

http://www.sportpartner.nl 10.150

http://www.beweegmaatje.nl 9.500

http://www.jouwbeweegmaatje.nl 4.050

http://www.activetogether.nl 1.800

http://www.sportmatching.nl 850

http://www.sportmaatjes.nl 80

http://www.sportdating.nl no data available

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Virtual sportdating communities: Characteristics

Characteristic Sportpartner Beweegmaatje Jouwbeweegmaatje ActiveTogether

Members (per March 3rd) 10.150 9.500 4.050 1.800

Active members 43% (per 14.4.10) No data No data No data

Type of virtual

community (Porter)

Organization

sponsored

Organization

sponsored

Members initiatied Members initiated

Commercial Non profit Social - volunteers Social - volunteers

Fee No entrance fee

Monthly

intermediation fee

No fees No fees No fees

Communication

between members thru

• Direct messages • Direct messages

• Chat

• Direct messages • Direct messages

• Forum

Intermediation focus at • Sports partners • Sports partners

• Sports teams

• Sports events

• Sports partners • Sports partners

• Sports teams

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Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

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Sportdating communities: Sports Profile Characteristics

Sports Sportpartner Beweegmaatje Jouwbeweegmaatje ActiveTogether

Bike riding 16% 11% 22% 14%

Dance 13% 3% 0% 9%

Fitness 10% 14% 18% 0%

Golf 2% 1% 0% 1%

Running 11% 10% 11% 27%

Skeeler/Skating 4% 1% 2% 2%

Squash 5% 2% 3% 7%

Swimming 8% 5% 0% 0%

Tennis 7% 3% 3% 7%

Walking 21% 31% 18% 13%

Other 4% 19% 21% 20%

Total 100%(10.150)

100%(9.500)

100%(4.050)

100%(1.800)

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Sports participation - gender

Gender Dutch

sporting

population 1)

Members

sports clubs

2)

Members

Fitness Centers

3)

Members

Beweegmaatje.nl

Members

Sportpartner.nl

Male 51% 68% 46% 24% 38%

Female 49% 32% 54% 76% 62%

Total 100% 100% 100% 100% 100%

N = 10.000.000 4.800.000 3.750.000 4) 9.500 10.150

1) Rapportage Sport 2008, Sociaal en Cultureel Planbureau / W.J.H. Mulier Instituut, Den Haag, december 2008, p77 (RSO norm > 12x per year)

2) Members NOC/NSF over 2008, NOC/NSF, p3

3) “Ontspannen door inspannen; een landelijk consumentenonderzoek naar het huidige en toekomstige gebruik van fitness- en wellnesscentra in

Nederland”, Nederlands Research Instituut voor Recreatie en Toerisme, 2007

4) Rapportage Sport 2008, Sociaal en Cultureel Planbureau / W.J.H. Mulier Instituut, Den Haag, december 2008 (22% of Dutch population excersised > 1

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Sports participation - age

Gender Dutch

sporting

population 1)

Members

sports clubs

2)

Members

Fitness Centers

3)

Members

Beweegmaatje.nl

Members

Sportpartner.nl

0-17 22% 19%

74%

0% 0%

18-24 8% 7% 8% 4) 15% 4)

25-34 15% 11% 19% 22%

35-44 18% 17% 22% 22%

45-64 27% 33%26% 5)

45% 37%

65+ 11% 12% 6% 5%

Total 100% 100% 100% 100% 100%

N = 10.000.000 4.800.000 3.750.000 9.500 10.150

1) Rapportage Sport 2008, Sociaal en Cultureel Planbureau / W.J.H. Mulier Instituut, Den Haag, december 2008, p77 (RSO norm > 12x per year)

2) Members NOC/NSF over 2008, NOC/NSF, p3

3) Fitness Branche in beeld 2008, resultaat van de Fitness Monitor 2008, W.J.H. Mulier Instituut, Nieuwegein en Den Bosch, 2008

4) Category is 15-24 years

5) Category is 56 years + 21

Motivation for performing sports activities

Prime motive Dutch sporting

population 1)

Members

Beweegmaatje.nl

An active lifestyle is

healthy

30% 39%

Losing weight 4% 9%

Getting in a better shape 20% 22%

Social reasons 32% 25%

Other reasons 2) 14% 5%

Totaal 100% 100%

N = 30.100 9.500

1) Sportersmonitor 2008, W.J.H. Mulier Instituut, Den Haag, 2008 (RSO norm > 12x per year)

2) Other reasons such as “I can’t live without sports”, “sports is inexpensive”, “limited travel needed”, “adequate accomodations”, “provides status”

54% 70%

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Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

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At first sight…

• Fragmentation in supply

• Small niche in market of sports

• Limited succes intermediation

• Limited impact on participation in sports

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But…

• Growing use and possibilities of internet

• Regular internet dating rather successfull

• Sportsmarket is growing and in motion

• Need for sportbuddies

• Elimination and cooperation communities

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Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

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Future Research

• Desk research

• Survey

• Interviews

• Participatory research

• International comparisons

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Topics

• Introduction

• Virtual sportdating communities

• Facts and figures sportdating

• Conclusions and considerations

• Future research

• Discussion

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Any Questions?

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Twitter:

@Wilko_de_Graaf

@JWJanssens

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