GlobalWebIndex：2018全球体育运动消费调查报告(英文版)(35页).pdf

1、INSIGHT REPORT 2018 Examining how digital consumers around the world engage with sports, and the opportunities for sports brands and marketers Sports Around the World ContentsIntroduction Key Insights 03 Engagement with Sports 04 Sports Viewing: TV vs Online 15 The Relationship Between Sports there

2、is only an 8 point difference between third placed basketball and sixth placed motorsports. A love of soccer is a trend that cuts across regions, especially after the World Cup, which has helped elevate soccers profile around the world. Aside from North America, soccer claims the top spot in each of

3、 the regions, with 33 out of the 40 markets we survey citing it as their most followed sport. Beyond this, we naturally see some very prominent regional and country-level differences in sports engagement. For example, although only 12% of global digital consumers are regularly watching cricket, this

4、 rises to 71% in India. Likewise, the figures for viewership of American football (51%) and baseball (38%) increase considerably when examining the U.S. market. Soccer56% Swimming31% Basketball29% Tennis24% Cycling23% Motor sports21% Badminton19% Athletics18% Boxing18% Gymnastics18% Volleyball17% Ma

5、rtial arts17% Table tennis15% Winter sports (e.g. skiing)13% Cricket12% Baseball11% American football11% Golf10% Long-distance running10% Surfing8% Ice hockey7% Horse-riding/equestrian7% Rugby6% Sailing5% Triathlon5% Rowing5% Field hockey3% Squash3% Top sports globally 07ENGAGEMENT WITH SPORTS Quest

6、ion: Which of the following sports/activities do you play, watch on TV or watch online? Source: GlobalWebIndex Q32018 Base: 113,932 Internet Users aged 16-64 Top Sports Watched It is important to note, however, is that consumers arent necessarily choosing one sport over another. Rather, theyre engag