Olympics, the greatest game on Earth

Footb

all

The Olympic

Games

Form

ula 1

Cricket

Rugby Union

Boxing

Moto

rsports

(genera

l)

Tennis

Winte

r Sports

(e.g. s

ki...

Athletics

Extreme Sports Golf

Rugby League

Cycling

Basketb

all

Swimming

Horse ra

cing

Sailing

10%

20%

30%

40%

50%

60%

70%

Women more interested in Olympics than men

F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+

I will be watching all of the Olympics coverage when it is on

I’ll use the internet to follow the Olympic coverage

I keep a look out for news about the Olympics

I am up to date with what is happening at the Olympics

I am only interested in how well my national team performs

70%

52%

44%

37%

31%

72%

53%

46%

40%

32%

68%

51%

40%

30%

29%

UK WomenUK MenTotal UK

Over half will turn to the internet for Olympic coverage

Total Base: 552, Men: 342 ,Women: 210, M2. ..on the Olympics, as they are coming to London in 2012. To what extent do you agree with the following statements relating to watching the Olympics?

% Agree

Keeping track of the leagues tables is most important

Watching archived footage of previous Olympic games

Hidden/gossip articles regarding athletes and teams

Watching live video of the games

The build up to the Olympics

I will use a variety of sources for information about the games

Watching major highlights from the games

Getting the latest news from websites

Your national team updates

Reading reports of what has been going on

Checking the medal tables

11%

30%

23%

26%

38%

37%

49%

50%

51%

58%

20%

19%

36%

36%

47%

52%

53%

53%

53%

59%

17%

23%

31%

32%

43%

46%

51%

52%

52%

59%

Total UK UK Men

UK Women

Total Base: 552, Men: 342, Women 210, M3. During the Olympics, which of the following will you use the internet for?

Internet usage during the Olympics

Athletics and gymnastics lead Olympic interest

Athletics

Gymnasti

cs

Football

Cycling

Boxing

Tennis

Rowing

Badminton

Hockey

Triathlon

Basketball

Table Tennis

Modern Pentathlon

Archery

Shooting

Volleyb

all

Sailin

gJudo

Canoe

Equestrian

Fencin

g

Taekwondo

Handball0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Total UKUK MenUK Women

Total Base: 552, Men: 342, Women 208. M4. Which of the following Olympic events are you likely to follow at the 2012 Olympics?

Olympic events likely to follow

Don't know

Less medals

The same amount

More medals

17%

11%

22%

50%

6%

13%

17%

64%

11%

12%

19%

59%

Total UKUK MenUK Women

Go for gold!! British men are most optimistic for team GB!

Total Base: 552, Men: 342, Women: 210. M7. Do you think the Great Britain team will win more, the same or less gold medals than the 2008 Beijing Olympics?

M5 - Can you please tell us your most inspirational/memorable Olympic moment?

Olympic moments

Sports... a spectators game

Footb

all

The Olympic

Games

Form

ula 1

Cricket

Rugby Union

Boxing

Moto

rsports

(genera

l)

Tennis

Winte

r Sports

(e.g. s

ki...

Athletics

Extreme Sports Golf

Rugby League

Cycling

Basketb

all

Swimming

Horse ra

cing

Sailing

10%

20%

30%

40%

50%

60%

70%

Football tops for men’s sporting love

F4a. Which of the following sports do you have an interest in? Please select a response for each sport. Base : 1355 UK respondents aged 15+

F4 - Can you please type in below any other sports not shown here that you are interested in:

Other British sporting favourites...

Sport is escapism, more watching than playing

B2. Can you tell us which of the following hobbies, interests or subjects you love or loathe? F2. To what extent do you agree with following statements about sport?

Base: All men (2382), All those interested in sport (1163 UK men)

61%LOVE

WATCHING

40%USE SPORT TO ESCAPE FROM

EVERYDAY LIFE

32%LOVE PLAYING

SPORTS

16-24 YR OLDS = 45% LOVE PLAYING SPORTS

LOWEST IN EU (EU AVG. = 66%)

GERMAN MEN = 43% MORE LIKELY TO LOVE PLAYING SPORT

THAN UK MEN

All ages are affected by fitness and looks

D1. How close do you feel you are to achieving the following goals / aspirations in your life? D2. Out of the following goals/aspirations that you feel you have yet to achieve, which do you think the internet could help you with? UK Men 2382

42%PLAYED

SPORT IN THE LAST WEEK

24%NOT HAPPY WITH THE WAY THEY

LOOK

42%NOWHERE

NEAR IDEAL FITNESS

OVER 1 IN 7 MENWho are unhappy with

themselves... turn to the internet for help

Internet an essential link to sport

F2. To what extent do you agree with the following statements relating to sport? Base: Those interested in sport (1163 UK men)

55%ESSENTIAL

KEEPING UP TO DATE ONLINE WITH SPORTS

57%HAS SPORTS

INFORMATION UNAVAILABLE ELSEWHERE

78%PROVIDES 24/7

SPORTS INFORMATION

Used an illegal streaming site to watch sport

13%

Read about sports online

78%Sources: trusted and reliable a must

65% agree

Watched/followed a live sports event online

50%Shared sports content with others

49%

Watched sports videos / highlights

45%

55% in the last day vs. 46%

print

LC amend

A week in the life of a male sports fan...

F1. Relating to sport, can you tell us when you last did each of the following activities listed below? F3 which of the following have you used the internet for regarding sport and when?

Base: Those interested men in sport (1163 UK men)

Only 8% PPV (pay per view) for a

sporting event, in the last week

The social side of sports online, in the last week

F3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the last week, unless otherwise stated. Sample UK men 1163

44%AGREE SPORTS

HELP ME CONNECT

WITH OTHER PEOPLE

26%POSTED OWN COMMENTS

44% READ OTHER SPORTS FAN COMMENTS

Getting interactive with sports, in the last week

18%PLACED A

SPORTING BET

13%WATCHED LIVE

SPORTS ONLINE AT THE

OFFICE!

22% PLAYED IN FANTASY

FOOTBALL LEAGUE

OVER 50%Have ever watched live sports coverage online while at work

F3. Which of the following have you used the internet for regarding sports and when? F2. To what extent do you agree with the following statements relating to sport? Frequency in the last week, unless otherwise stated. Sample UK men 1163

Sports on the move... with mobile? Or stationary...

46%MEN

24%WOMEN

ACCESSED ONLINE

SPORTS INFO VIA MOBILE

F3 which of the following have you used the internet for regarding sport and when? Sample based on in the last month. Base: Those interested in sport (1163 UK men, 192 women)

2 SCREENING = 15% Followed event on my mobile

whilst watching it live

• ABOUT:• Men behaving digitally (MBD) is an in depth look at how much digital

touch points are changing behaviour. From how we communicate, run our homes, connect with our passions, aspirations and also the darker side of expression on the web

• FIELDWORK• conducted Jan – Feb 2011

• SAMPLE• EU5 sample: 15,109. 1/3 nationally representative internet sample, 2/3

onsite Yahoo! respondents• UK, Germany, France, Spain, Italy• Standalone country data for Ireland (sample 1285)

• WEIGHTING:• All data weighted to the comScore internet universe and EU figures

weighted to be representative of the EU5 internet population based on comScore profiles

• FURTHER CONTACT• Laura Chaibi, Director of Research

• Paul Hardcastle, Head of Consumer Research

MBD: men behaving digitally

EU: 15,109 people men aged 16-54

28%35-44

25% 25-34

23%16-24

24%45-54

80%men

20%women

MBD: sample composition

Yahoo! MBD: Men behaving digitally March 2011