US Vertical Insights: Entertainment - Sports

InMobi’s Vertical Insights Research Series helps brand advertisers understand how consumers are using mobile media to research and shop for certain types of products and how mobile complements other channels throughout the purchase process. !InMobi partnered with the Interactive Advertising Bureau (IAB) and Decision Fuel examine how US sports fans are using mobile media and how advertisers can best communicate with this audience.

CONTENTS 1. Research Objectives & Key Takeaways

2. Mobile Sports Fan Profile

3. The Role of Mobile in the Event-Planning Process

4. Ad Preference

5. Summary and Recommendations

6. Appendix

OWN THE PATH TO PURCHASEIdentify sports fans on mobile

• Who are sports fans on mobile? • What types of live sporting events do they attend?

!Maximize brand awareness through mobile presence

• How do they consume sports and entertainment information?

• How do mobile and other media channels work together to impact purchase behavior?

• What types of apps and sites do they visit? • What specific information are they consuming? • How do sports fans specifically use mobile to plan trips

games or sporting events? • How do sports fans purchase event tickets? !

Drive a holistic campaign to multiply the impact of mobile • Which ad features do sports fans prefer? • How can mobile shorten the path to purchase? • How can advertisers make their campaigns more

effective?

KEY FINDINGS

2

44% of respondents are planning a trip to watch a live sporting event this year

Base: US respondent n = 695

Team up with Mobile to Target Sports Fans

▪ 85% of sports fans turn to mobile after seeing ads for entertainment events on other channels. In fact, mobile surpasses online and print for entertainment information consumption. Leverage mobile as part of a comprehensive mixed media strategy. !

▪ Sports fans use mobile at all stages throughout the game – including pre-game planning and post-game activities. They even use their devices during games to record videos and watch replays. Use mobile to reach sports fans at all times. !

▪ 1 out of 3 sports fans purchases game tickets directly through mobile devices. Box office, online and mobile are now all major sources of ticket sales.

Base: US sports fans n = 302

MOBILE CONSUMPTION

42% Researched event times

25% Made plans for before or after

38% Downloaded

related content

28% Read

reviews

22% Recorded a video

22% “Checked in”

via social apps

21% Watched

recap/ replay

34% Watched

trailer

12% Arranged

transportation

Activities performed by sports fans in the last 6 months, related to entertainment events they’ve attended

Review

Sports fans used mobile to choose which events to watch and to plan pre-game and post-game activities; Sports fans even used their devices during games to record videos and watch replays

Base: US sports fans n = 302

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For more information: www.inmobi.com/insights insights@inmobi.com

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