2012 Consumer Engagement Survey:
Social Media and the Olympic Games
Fans Reveal a New
Experience with
the Olympic Games
26 sports. 205 countries. 10,500 elite athletes.
20,000 media and broadcasters. 7.6 million tickets.
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T
he London 2012 Olympic Games offer significant leverage to brands that utilize this unique, global
sporting event to showcase a specific product or service, enhance or solidify existing customer
relationships, or entice and develop a new customer base. Regardless of the reasons why so many
leading brands are actively partnering with the Olympic Games, one thing is for certain: they will not
be able to ignore the unprecedented impact social media is expected to have on how the Games, and
all activities surrounding the Games, athletes and fans, are communicated. Platforms like Facebook,
Twitter, Instagram, GroupMe and Viddy are radically transforming the Olympics media landscape as
well as that of other major global events, creating a hyper-connected digital experience that links
fans and brands across multiple screens and time zones.
Today’s rapidly evolving media landscape and explosive growth in technology has created an
on-demand consumer culture driven by 24-hour media access and the expectation of co-created
content. A “one size fits all” marketing approach is no longer relevant as a diverse array of consumers
and messaging platforms demand so much more from marketers who want to compete and win
with the Olympics and other major global events. Now, it’s no longer enough to develop activations
to support mega events like the Olympics that only create awareness and affinity, Instead, efforts
must be integrated across all paid, owned, and earned media channels to enhance and drive business
results. Leveraging the right social media channels at the right time(s) will not only amplify a brand’s
marketing impact; it will create multiple opportunities to penetrate new consumer segments,
categories, and markets.
Taylor, the leader in sports and lifestyle public relations, is the only agency that has been on the
ground supporting consumer brands at every Olympic Games since 1984. Our 2012 Consumer
Engagement Survey: Social Media and the Olympic Games reveals how fans will use social, digital, and
traditional media to engage with global events like the Olympics. Taylor designed and commissioned
a survey of more than 1,000 U.S. consumers to fully understand how they will be viewing, sharing,
and interacting with the London 2012 Games providing learning and insights on several important
consumer targets, including:
• Avid Olympic Fans
• Moms aged 25-54
• Affluent Americans with HHI 100k+
• Youth aged 13-23
• Mobile device users (mobile phone, Smartphone, and Tablet)
The survey was conducted by MarketProbe International, a global research company, and
supplemented with trends research, analysis, and insights from Taylor’s Brand Counsel Group.
The Inaugural “Social Media Games”
Like social media games that encourage connectivity and competitiveness, the experience
surrounding the Olympics will become a “game” in itself. Fans are expected to leverage an
unprecedented number of devices and media platforms to access behind the scenes-stories,
watch the action and share their point of view with a global audience.
This worldwide event will become the ultimate “social media game” where friends and fans can
connect in real time to consume and create content around pride and passion points, but with the
goal of winning social currency that fuels conversations through exclusive, up-to-the-minute details.
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The very nomenclature of “Social Media Games” reveals the multi-faceted dimensions that
will become the hallmarks of the modern Olympics experience:
Social: Sociability, sharing/reporting, and connectivity will be enhanced through traditional
and social media channels.
Media: Platforms, devices, and connection points will evolve as people have more access to,
and interest in, enhanced technology and applications.
Games: Historic firsts, rivalries, personal bests, and unprecedented coverage will fuel interest
and excitement around the events and athletes.
Understanding how consumers will be viewing, sharing, and interacting with televised events like
London 2012, will help marketers develop brand strategies and approaches that seamlessly integrate
into the fabric of the “social media games” atmosphere created by the Olympics.
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4
SECTION I:
[SOCIAL] MEDIA GAMES
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5
W
ith friendship as one of its core values, the Olympic Games foster connection and sociability
among fans. It is an experience that is shared and sharable, providing many with the opportunity
to be a member of the global community and a proud supporter of America’s home team.
Olympic Games Values Are As Strong as Ever
Nearly two thirds (62%) of Avid Fans believe that, with everything that is transpiring in the world, it is
more important than ever to embrace the spirit of the Olympic Games. Over one third of Moms and
Youth 13-23 agree with this sentiment, echoing a desire for peace and prosperity in turbulent political
and economic times. Nearly half (48%) of Tablet Users also believe that it is important to keep the
values of excellence, respect, and friendship at the forefront.
Expect “Sofalizing” to Become a Sport of Its Own
With 26 sports and 17 days of around-the-clock coverage, fans following the Olympic Games have a
variety of opportunities to watch and participate in conversations both in person and online. “Sofalizing”,
or socializing in person and on social media platforms while watching a televised event, will become an
integral part of the Olympic Games experience as people gather together to see the action unfold.
Sociability and Olympic Games Viewership
The majority of those surveyed say the Olympic Games are more fun to watch with friends and family.
Avid Fans
72%
Moms (25-54)
Millenials (13-23)
61%
Mobile Device Owners
61%
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59%
Moms Are the “Social Media Butterflies”
Moms 25-54 are digitally connected “social media butterflies” who crave connection and conversation
around events like the Olympic Games.
Device Ownership among Moms 25-54
60%
48%
15%
67%
26%
67%
45%
Smartphone
Mobile
Apps
Tablet
Music
Devices
E-Reader
Gaming
System
Portable
Gaming Device
Their use of social media translates to a sense of reliance and trust – so much so that more than half
(52%) of Moms say that social media is the most important source of information about the Olympics.
In fact, Moms are the most likely to say they will use social media to find and share information about
the Games (68%). The majority (87%) say they would use some type of social media to watch/follow/
get updates on televised events like the Olympics.
Early Morning Content Sharing Among Moms 25-54
From the early morning through lunchtime,
ore than half of
m
Moms aged 25-54
say they will be using social media sites
to post original content and comments
about events like the Olympic Games
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7
“Social” Media Helps People Connect, Commiserate
and Have More Fun
As the name implies, social media platforms offer instant connectivity and information that
unites fans and followers as they indulge in their passions across screens.
Avid Fans: When it comes to sociability and the Olympics, Avid Fans are the most likely to want
to connect with friends using social media (62%). Even more (64%) are leveraging the platform
as a way to find and share information about the event.
Moms: The majority of Moms (68%) say they want to use these platforms to get behind–the-scenes
stories and share information – the highest percentage of any group in the study. In fact, 41% say they
use social media during events like the Olympics to find and share information about the athletes.
Gen Y/Gen Z: Nearly one third (30%) say they use the platforms to meet like-minded people and
just as many (30%) use it as a means of self-expression to share their opinion and POV about the
Olympics Games.
Tablet Users: While their reasons for using social media during events like the Olympics is often
comparable to other groups, these individuals stand out when it comes to certain social media
drivers. They are the most likely of any group to: meet people with similar interests (35%), share
personal information/photos (33%) and get recommendations on where to watch (32%).
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8
SECTION II:
SOCIAL [MEDIA] GAMES
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9
F
or the first time ever, NBC (the U.S. media rights holder to the Olympic Games
through 2020) will include coverage of every live event in some form, even if it is simply the
raw video streaming online. The network expects to have a total of 275 hours of coverage per day
across all NBC platforms – finally giving viewers live access to all of the Olympic Games. This will
create new demand, and new opportunities for fans to connect with content and commentary on
their own terms.
OST - Olympic Standard Time
When it comes to the Olympic Games, time zones will blur as a multitude of traditional and digital
platforms provide 24 hours of official and unofficial content and coverage. We call this “Olympic
Standard Time,” or OST. Real time, live access to content, and live conversations will continue to
fuel the Olympic Games experience with connectivity, which is just a click or tap away.
OST demands instant, real time gratification: Even with a 5-hour (plus) time difference in the U.S.,
real-time access remains important to Olympic Games fans of all types. Nearly half (46%) of Avid
Fans say they like real time updates on the events and athletes, and more than a third (38%) of
Tablet Users agree. Almost a quarter (23%) of Moms 25-54 and 29% of Gen Y and Gen Z members
find real time updates appealing.
When it comes to accessing information and updates, OST is particularly important as fans look
for information and updates on their favorite sports and athletes. While searching for information
throughout the day, more than a quarter (27%) of Avid Fans say the most important time to access
information and updates is before each event, and nearly half (44%) say that the most important
time to access information and updates is during each event.
Watching the clock takes on new meaning with OST: While people are reaching for a variety
of devices and are using multiple platforms and sites throughout the day to stay informed and
connected, some time frames offer interesting opportunities to capitalize on OST.
Dinnertime Device and Platform Use
For many, dinner is a time to multitask with a fork in one hand and a device in the other.
22%
Uses Tablet
14%
Uses Smartphones
19%
15%
Uses laptop
Uses desktop
13%
12%
Uses mobile apps
Uses mobile phones
10%
Uses social networking sites
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Gen Y and Gen Z Device and Platform Use
Of all the groups in the study, members of Gen Y and Z are the most likely to use a device or platform
before going to bed or before getting out of bed.
Use Before Getting Out of Bed
22%
33%
Use Before Going to Bed
Social Media
Mobile Apps
14%
40%
12%
26%
21%
40%
Smartphone
Tablet
11%
33%
14%
21%
Laptop
Mobile Phone
The Multi-Screen Experience
With the “three screen” experience becoming the norm as Smartphone and Tablet penetration
increases, “spectator sport” takes on new meaning with events like the Olympic Games. NBC plans
to bring The Games to more people on more platforms than ever before – including every platform
available today (TV, tablet, mobile, broadband).
Alternative Viewing Devices
More than 20% say they will reach for a PC/laptop, mobile device, or tablet instead of tuning
into the TV when watching and following the Olympic games.
Mom
22%
Gen Y
& Gen Z
(13-23)
Tablet
Users
28%
27%
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11
Reach Out And (Re)Tweet Someone
British Olympic Association Chief Executive Andy Hunt has proclaimed the London 2012 Olympics
will be the first “Twitter Games,” actively encouraging athletes to embrace all aspects of media including social media. With records being shattered for Tweets per minute during global sporting
events like the 2011 FIFA Women’s World Cup, expect this platform to play a pivotal role in shaping
the Olympic Games’ experience with real time access to updates and news from a variety of credible
sources that will fuel discussion across time zones.
Social Media Platforms
Twitter is the third most used social media platform behind Facebook and YouTube.
30% of Avid fans currently use Twitter
27%
32%
46%
of Youth currently use Twitter
of Moms currently use Twitter
of Tablet Users currently use Twitter
The majority of respondents (68%) say they will use some type of social networking site/social media
app to watch/follow/ access updates on televised events like the Olympics; 44% say they would use
Twitter throughout the Games. Social media use peaks after televised events like the Olympic Games,
with more than 1 in 10 saying they use Twitter after events to share news and reactions.
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12
Digital and Analogue Information Access
Despite the proliferation of media devices and digital content platforms, traditional media vehicles
like print and TV still play a role in experiencing events like the Olympic Games.
Sources of Olympic Information
More than 40% of those surveyed say that newspapers are one of the three most important sources
of information – more than sports websites and social media sites.
Non-social media websites
like ESPN.com, foxsports.
com, sports.yahoo.com
Newspaper
TV
40%
38%
Official event websites
like london2012.com,
nbc.com
34%
42%
24%
91%
8%
6%
Social Media sites like
Facebook, Twitter
Radio
Blogs
Message Board
More than 1 in 5 Avid Fans say they will reach for their mobile devices to get information and updates
about the event – but most will not turn to an app. While there are half a million apps and counting,
less than 1 in 10 say that apps specifically for the Olympic Games are a big part of enjoying the event.
Only 6% say they plan on downloading apps to help them watch/follow the Games.
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13
SECTION III:
SOCIAL MEDIA [GAMES]
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14
T
o be passionate about the Olympic Games is to love the athletes and their stories, struggles, and
triumphs. Understanding what’s in the hearts and minds of the athletes helps deepen the Olympic
Games experience, and sharing their perspective provides a point of connectivity and satisfaction for
fans who believe in the spirit of the Olympic Games.
Friends (and Followers) with Benefits
Many Olympic Games sponsors will leverage athletes as spokespersons who explicitly or implicitly
align with the spirit and values of this global event. It’s expected that athletes will be using several
social media platforms to share their experiences throughout the Olympic Games. As long as they
follow the new IOC rules by refraining from a “play by play” reporting of sporting events and are
careful with product endorsements, they are free to Tweet, blog, and post as much as they wish.
Fangated information that requires following/friending an athlete will become more valuable during
the Olympic Games as their posts and tweets provide a unique and timely perspective.
More than 20% of Avid Fans say that following the Olympic athletes on social media sites like Twitter
and Facebook make the Games more enjoyable. Just as many fans plan to follow some athletes on
these social media platforms. One in 10 already follows their favorite Olympic athletes.
Dimensions of the Olympic Experience
Avid Fans believe following athletes is an essential part of the Olympic experience.
36%
of Avid Fans say that the Olympic Games are just
not complete without following the athletes
27%
of Avid Fans say that the athletes are the best
sources of Olympic Games information
23%
say that if you really want to know what’s
going on, you have to follow the athletes
Going for the Gold Creates Interest and Excitement Among
Olympic Fans
This summer, the London 2012 Olympic Games will feature a variety of events and athletes competing
across traditional and nontraditional disciplines. In fact, with the addition of women’s boxing, this will
be the first time in modern history that the Olympics features women competing in every sport. Trials
and triumphs, firsts and lasts, the variety of games will have fans friending and following to keep up
with the latest out of London. Interest in watching the Olympics translates to interest in following
certain types of games, and understanding the dynamics of the athlete’s back stories provides
direction on which types of events are likely to have buzz and interest.
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15
Olympic Events Draw Varied Audiences
Different consumer targets have affinities towards a variety of games and athletes: Underdogs,
rivalries, world records are the most popular to watch and follow.
(45%)
(40%)
Avid fans plan on watching
and following
games
with athletes who are the underdog, overcoming adversity against the odds.
(43%) and follow (41%) games with
Tablet Users plan to watch
athletes setting world records.
(27%)
(25%)
Members of Gen Y and Gen Z plan to watch
and follow
games with athletes who have new or longstanding rivalries in their sport.
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16
SECTION IV:
CONCLUSIONS AND
RECOMMENDATIONS
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Bring on the Social Media Games!
T
he explosion of technology, increased digital sophistication, and unprecedented access provides
fans with more ways to watch, follow, and provide personal commentary about the London 2012
Olympic Games, generating a richer, more dynamic experience as the truly first “Social Media Games”:
SOCIAL: The inherent sociability and infectious optimism around the Olympics Games creates
a collective experience that people want to share together with likeminded people at home,
work, and play.
MEDIA: Multiple screens, rapid fire divergent viewpoints, and instant round-the-clock access will create
an environment where people across the country are setting their clocks to Olympic Standard Time.
GAMES: Not only will fans look to collect information and insights about the Olympics and their
favorite athletes, they will look for ways to actively engage in conversations and content creation
around the world and across social media platforms and communities.
Like other global sporting events such as the 2014 FIFA World Cup in Brazil, the Olympics are unique
in that it becomes a personalized experience over the course of several weeks with fans thoughtfully
selecting where and when they will participate. The proliferation of platforms and devices now make
it possible for people to not only consume the events on their own terms, but to share the story of
their experience with other fans that connect with the Olympic Games. This will become a standard
experience that will only become more refined and personalized as technology progresses
and excitement builds.
As marketers strategize on how best to promote their brands via the London 2012 Olympics, they
need to fully understand social media’s indelible impact on both fans and athletes. Now is the time
for marketers to understand how best to utilize social media to reach both current and potential
customers, and best position themselves for subsequent Olympic Games as well as future mega events.
Five Things Marketers Should Embrace as Part of Activations
Around the Olympics and Others High Profile Sporting Events
1) Storytelling in Words and (More Importantly) Pictures: The implementation of Timeline on Facebook
for both consumers and brands, along with the rise of platforms/apps like Pinterest, Instagram, and
Viddy demonstrate an increasing desire for visually based content that can be customized and shared
across networks. We can expect mountains of Olympic Games content in the form of Tweets, posts,
and imagery. Brands should anticipate the desire for consumers to share their experience in words and
pictures. Providing original, customizable dynamic content that speaks to the specifics of the events as
well as the spirit of the Games will allow brands to help facilitate – not hinder – discussions, debates and
bragging rights among the various fan bases.
2) “Spoiler Free Zones”: Unprecedented access and the emergence of “Olympic Standard Time” will
create a dynamic where news travels fast and consumers look to their social media platforms to get
the news first. Given that platforms like Twitter often provide detail and color commentary well before
traditional media channels (where there is often a 10-15 minute delay), consumers will know the results
of the events well before they are aired in primetime. While many make peace with the “spoiler alert”,
expect a large contingency to shun knowing too much about the results so they can enjoy watching
competition unfold on their screen of choice. Marketers can help create spoiler free zones that provide
some context for the events without revealing the full story and results.
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18
3) A New Star System: While all eyes will most likely be on high-profile athletes like Michael Phelps,
Ryan Lochte, Usain Bolt, and Natalie Coughlin, the social media space will make room for Olympic
hopefuls who would not normally reap much exposure. The cult of celebrity will not only expand
around the Olympic athletes, but the sports themselves. Also, brands can leverage affiliations and
sponsorships around less heralded sports that align with their values and heritage to create an
authentic connection with the sport and its fans.
4) Recognize the Various “Spheres of Influence”: While Olympic athletes will become the focal
point for coveted behind-the-scenes access to the events and related activities, expect other
relevant personalities and celebrities to be involved in the Olympic social media conversation.
Social media influencers will become more important around this time as those with substantial
followings create and direct content and conversation around the Olympic Games. Both corporate
and paid spokespersons can create goodwill and influence sales by participating in commentary that
speaks to personal pride of country, the events and athletes. What many brands fail to realize is that
social media is just that – social. It should not be used as a sales tool. In order for brands to succeed,
consumers need to feel good about what they represent and who is representing them. As such,
associations between the spokespersons and brand should be subtle and non-promotional in nature.
5) Appropriately Feeding the APPetite: While most are not looking for Olympic-specific apps, they
will instinctively turn to the apps they know and love throughout the duration of the Games. Rather
than a costly investment in an Olympics-specific app with a short shelf life, brands have an opportunity
to provide value to consumers through an update to an existing app that helps enhance their Olympic
experience. Updates that leverage gameification and increase sociability around that will enable brands
to create new points of engagement around their app experience where they would not normally exist.
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19
SECTION V:
APPENDIX
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20
Study Objectives and Defining User Groups
T
he “2012 Consumer Engagement Survey: Social Media and the Olympic Games” is unique in that
it focuses on understanding the attitudes and behaviors of U.S. consumers in relation to the
2012 Olympic Games. The objective of this study is to understand how consumers will be
viewing, sharing, and interacting with the London 2012 Olympics. Specifically, the study was
designed to uncover:
• Consumer attitudes toward the Olympic Games and athletes
• Where and when consumers will watch/share/interact with the Olympic Games
• Types of technology and social networking platforms to consume/share/interact with the
Olympic Games
• How technology will enhance/inform the overall Olympic experience
• Underlying motivations for viewing, sharing, and interaction behaviors associated with the
Olympic Games
The study of over 1000 respondents provides learning and insight across several important consumer
targets, including: Avid Olympic Games Fans, Moms, Youth , Affluent Americans (HHI 100K+), and
mobile device users (Mobile Phone, Smartphones, and Tablets). The survey focuses on findings among
all of these groups, including tablet users as a sub-segment of the mobile user group. The groups are
defined as follows:
• Avid Fans: This group includes those persons who have a keen interest in watching the Olympic Games
and related coverage. More than a third of Americans consider themselves “Avid” Fans of the Olympics,
and a comparable number of Moms (32%) and Youth (30%) define themselves as avid fans of the
Olympic Games. But nearly half (49%) of Tablet Users are Avid Fans of the Olympic Games – the
highest level of affinity for The Olympic Games of any group in the study.
• Moms: Includes women aged 25-54 with at least one child under-18 living at home.
• Youth: While Generation Y is typically defined as those born between 1977 and 1994 (18 to 35 years
old), and Generation Z defined as those born between 1995 a 2012 (newborns to 17 years old), this
study focuses on those persons aged 13-23 who are members of these two transformative generations.
• Tablet Users: Includes owners of any type of tablet device, such as an Apple iPad, Samsung Galaxy
Tab, or a Blackberry Playbook.
Sources
1. Sportsbusinessdaily.com 8/31/11
2. Sportsbusinessdaily.com 8/6/11
3. News.bbc.co.uk 1/26/12
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21
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Contact: John Gilboy, SVP, Consumer & Business Insights • [email protected]
©2012, Taylor
Taylor Global
Global Inc.
Inc. The
The trademarks,
trademarks, tradenames
tradenames and
and logos
logos used
used herein
herein are
are the
the property
property of
of Taylor.
Taylor.
©2012,
part
of this presentation
maywithout
be usedpermission.
without permission.
No part ofNo
this
presentation
may be used
All rights reserved.
22