2016 Fan Index. in association with

Transcription

1 2016 Fan Index

2 2016 FAN INDEX UNITED KINGDOM p3 UNITED states p5 china p9 thailand p13 hong kong p11 singapore p19 malaysia p17 indonesia p15 australia p7 Introduction Welcome to the Football Inc. Fan Index 2016 powered by YouGov. Here you ll find the executive summary of research gathered in the nine markets where Football Inc. have strategy and content creation capabilities. This, however, merely scratches the surface. If you want to know what fans think of your club, league or brand, get in touch with us. The Football Inc. Fan Index 2016 research was conducted by YouGov, the leading global insights and research company. In total, 8,264 online interviews were carried out across nine countries during January and February Respondents were recruited for the research from YouGov s global online panel of 4 million-plus consumers. Quantitative surveys, with a range of question types, were conducted in Hong Kong, China, Singapore, Australia, Malaysia, Indonesia, Thailand, UK and the United States. Interviews were conducted in the relevant local language for all countries. The targeted audience was comprised of consumers who identified as followers/ fans of football. 90% of respondents were aged between 16 and 65 years old. Overall, 69% of respondents were male. Respondents received an survey invitation from YouGov. They completed the survey via their choice of device such as smartphone, tablet, desktop or laptop. 2

3 united kingdom The most footballmature of our nine researched markets showed a distrust of governance and money in the game while still wanting a good laugh around the sport. Manchester United top 5 CLUBS Chelsea Liverpool Tottenham Hotspur fifa & associations Arsenal 27% 21% 14% 11% 10% 33% think their association is good or rather good a third of fans are more excited than they were a year ago but a quarter are watching less football 80% think FIFA is bad or rather bad for football 63% say... I feel more strongly about my favourite club than my team 11% say... Footballers deserve the wages they receive behaviour while watching football 49% 39% watch alone watch with 15% their family watch with friends tournament popularity 63% UEFA Champions 58% UEFA European Championship 57% World Cup 6% Africa Cup Of Nations 3% Copa America 1% Copa Libertadores 1% Asian Cup 3

4 united kingdom 42% share because it makes them laugh social sharing 36% don t share anything good 32% 24% have shared football content i get my football news... 74% from TV 44% from 37% from football websites 37% from radio 23% from social media 12% say... I get all my news from an online forum 8% say... I share everything I read about my club on social media share opinions a few times a month or more 8% say... I play football video games regularly BAD 4

5 united states With the MLS turning 21 this season, the domestic league is catching the dominance of the Premier, while the World Cup still looms large on the US soccer agenda. Manchester United top 5 CLUBS Barcelona Arsenal Real Madrid fifa & associations Liverpool 20% 16% 12% 11% 10% 56% think their association is good or rather good = THE SAME AMOUNT of fans follow the English Barclays Premier as their respective league 46% think FIFA is bad or rather bad for football 18% say... I think our country has the wrong football coach 52% say... I m a fan of more than one team behaviour while watching football 48% 41% watch alone watch with 19% their family watch with friends tournament popularity 83% World Cup 44% UEFA Champions 42% UEFA European Championship 32% Copa America 8% Copa Libertadores 6% Africa Cup Of Nations 3% Asian Cup 5

6 united states 28% share because it makes them laugh social sharing 36% don t share anything good 12% 50% share everything about their club i get my football news... 68% from TV 39% from football websites 25% from social media 24% from friends and family 22% from printed 11% say... I get all my news from an online forum 3% say... I share football news a few times a day share football news if it has some interesting stats 59% say... I think footballers deserve the wages they recive BAD 6

7 australia Firecely patriotic about their team and the only English-speaking territory to put a local team in their top five clubs, the Aussies love for the game continues to grow. Manchester United top 5 CLUBS Liverpool Melbourne Victory Arsenal fifa & associations Barcelona 19% 12% 12% 9% 8% 58% think their association is good or rather good 69% of fans follow the league only 58% follow the English Premier 45% think FIFA is bad or rather bad for football 79% say... I enjoy watching my home football team play 38% say... Footballers deserve the wages they receive behaviour while watching football 49% 36% watch alone watch with 20% their family watch with friends tournament popularity 68% World Cup 43% UEFA Champions 38% UEFA European Championship 30% Asian Cup 18% AFC Asian Champions 5% Copa America 3% Copa Libertadores 3% Africa Cup Of Nations 7

8 australia 29% share because it makes them laugh 37% don t share anything good social sharing 60% 28% have shared football content i get my football news... 64% from TV 36% from football websites 30% from social media 28% from printed 25% from digital 11% say... I get all my news from an online forum 13% say... I share everything I read about my club on social media share opinions a few times a month or more 17% say... I play football video games regularly BAD 8

9 china Comfortably the most populous territory in this study displays a high level of football activity on social media and also picks a local side as its bestsupported team. top 5 CLUBS Guangzhou Evergrande Barcelona AC Milan Real Madrid fifa & associations Manchester Utd 26% 25% 20% 18% 15% 78% think FIFA is good or rather good over half of fans count themselves loyal to more than one club or team 41% think their association is bad or rather bad for football 48% say... I m watching more football than I was a year ago 64% say... My country s government is supportive to football behaviour while watching football 31% watch alone 35% watch with 40% their family watch with friends tournament popularity 87% World Cup 61% UEFA Champions 50% Asian Cup 43% UEFA European Championship 40% AFC Asian Champions 14% Copa America 9% Copa Libertadores 4% Africa Cup Of Nations 9

10 china 38% share everything about their favourite player 11% don t share anything good social sharing 88% 67% have shared football content i get my football news... 64% from TV 49% from football websites 48% from online forums 39% from social media 34% from friends and family 31% from digital 40% say... I think footballers deserve the wages they receive 17% say... I get all my news from printed share opinions a few times a month or more 15% say... I watch football on a computer BAD 10

11 hong kong While match-going fans are in the minority, more than a quarter are watching more football than last year with Manchester United dominating the club landscape. Manchester United top 5 CLUBS Barcelona Arsenal Real Madrid fifa & associations Chelsea 27% 16% 16% 12% 11% 58% think FIFA is good or rather good only1% of fans watch football live at a stadium 25% think their association is bad or rather bad for football 32% say... I feel more excited about football than I did a year ago 26% say... I m watching more football than a year ago behaviour while watching football 35% watch alone 38% watch with 33% their family watch with friends tournament popularity 75% World Cup 60% UEFA Champions 56% UEFA European Championship 20% Asian Cup 17% AFC Asian Champions 12% Copa America 12% Copa Libertadores 4% Africa Cup Of Nations 11

12 hong kong 2016 FAN INDEX 34% share because it makes them laugh social sharing 27% don t share anything good 28% share football news a few times a week i get my football news... 60% from TV 37% share football news if it s an opinion they agree with 40% from social media 36% from football websites 33% from digital 31% from friends and family 23% from online forum 61% say... Footballers deserve the wages they recieve 56% say... I support more than one team 38% say... I watch at least five hours or more football a week BAD 12

13 thailand It s hard to keep up with the enthusiasm for football here, as fans consume more football content than ever before from both the local game, team and Europe. top 5 CLUBS Manchester United Liverpool Buriram united Barcelona fifa & associations Chelsea 30% 30% 22% 17% 14% 65% think FIFA is good or rather good 83% say... If I had the chance, I would like to be a professional footballer 43% think their association is good or rather good for football 53% say... I feel more excited about football than I did a year ago 50% say... I m watching more football than a year ago behaviour while watching football 29% watch alone 47% watch with 32% their family watch with friends tournament popularity 80% World Cup 65% UEFA Champions 51% UEFA European Championship 48% Asian Cup 33% AFC Asian Champions 8% Copa America 4% Africa Cup Of Nations 4% Copa Libertadores 13

14 thailand 21% share everything about their favourite players 1% don t share anything good social sharing 42% share football content a few times a week or more often i get my football news... 68% from TV 67% from social media 49% from football websites 43% from friends and family 30% from digital 30% from printed 84% say... I enjoy watching my team play 67% say... I get all my football news from social media 62% share football news if it has interesting stats 22% say... I watch more than 10 hours of football every week BAD 14

15 indonesia With a strong social loyalty to players as well as clubs, the brand value of individuals almost matches clubs for this highly-engaged, football-loving country. top 5 CLUBS Barcelona Manchester United Real Madrid Persib Bandung fifa & associations Chelsea 32% 27% 26% 15% 14% 78% think FIFA is good or rather good only1% of fans watch football live at a stadium 44% think their association is bad or rather bad 62% say... I feel more excited about football than I did a year ago 60% say... Footballers deserve the wages they receive behaviour while watching football 25% watch alone 44% watch with 47% their family watch with friends tournament popularity 58% UEFA Champions 55% World Cup 43% UEFA European Championship 23% AFC Asian Champions 20% Asian Cup 10% Copa America 5% Copa Libertadores 2% Africa Cup Of Nations 15

16 indonesia 41% share football news if it has interesting stats 39% share everything about their club good social sharing 47% share football news at least a few times per week i get my football news... 78% from TV 62% from social media 59% from football websites 46% from digital 39% from printed 31% say... I get all my news from an online forum 48% say... I watch at least five hours of football every week 31% share everything about their favourite players 47% say... I play football video games regularly BAD 16

17 malaysia With the top five clubs in this territory dominated by local sides and the Asian Cup and AFC Champions ranking highly, fans here have a strong local focus on the game. fifa & associations 73% think FIFA is good or rather good count themselves loyal to only one club or team 48% think their association is good or rather good 42% say... I m watching more football than behaviour while watching football 13% watch alone 67% watch with 36% their family watch with friends top 5 CLUBS I was a year ago 43% Manchester United Johor DT Kelantan Selangor Chelsea 23% 22% 14% 13% 13% over half of fans 79% say... I feel more excited about football than I did a year ago tournament popularity 77% World Cup 47% Asian Cup AFC Asian Champions 38% UEFA European Championship 37% UEFA Champions 12% Copa America 9% Copa Libertadores 3% Africa Cup Of Nations 17

18 malaysia 31% share everything about their favourite player 21% don t share anything good social sharing 42% share football news at least a few times per week i get my football news... 79% from TV 68% from social media 54% from printed 38% from digital 38% from football websites 33% from radio 59% say... I support more than one team 46% say... I think footballers deserve the wages they receive 47% share football news if it makes them laugh 75% say... I watch football on TV BAD 18

19 singapore Viewing and supporting habits shift significantly in this Southeast Asian territory as most fans claim loyalty to a single club and more than a quarter watch all their football via the web. top 5 CLUBS Manchester United Liverpool Arsenal Barcelona fifa & associations Chelsea 33% 25% 16% 14% 8% 47% think FIFA is good or rather good two thirds of fans count themselves loyal to only one club or team 32% think their association is good or rather good for football 37% say... I think our country has the wrong football coach 71% say... I watch less than five hours of football every week behaviour while watching football 39% watch alone 37% watch with 31% their family watch with friends tournament popularity 72% World Cup 59% UEFA Champions 45% UEFA European Championship 18% Asian Cup 11% AFC Asian Champions 7% Copa America 3% Africa Cup Of Nations 2% Copa Libertadores 19

20 singapore 25% share because it makes them laugh 36% don t share anything good social sharing 24% share football news at least a few times a week i get my football news... 50% from football websites 45% from TV 44% from social media 42% from printed 29% from digital 29% say... I play football video games regularly 50% say... I get all my news from football websites 50% share football news if it has some interesting stats 26% say... I watch football on a computer BAD 20

21 Want to hear more? Get in touch Football Inc. Europe Football Inc. USA Football Inc. Asia YouGov Global Cormac Bourne Client services director David Hall Creative director Andrew Baker European & US Commercial Director Andy Jackson Global commercial director Patrick Corr Co-CEO YouGov Asia Pacific