Consumption of sports content surges during tournaments and league seasons, says M:Metrics.
Eighty-one per cent of UK mobile users who access sports information do so via their browser, 20.9 per cent receive text alerts, but only 6.1 per cent use downloaded applications.M:Metrics reports that more mobile users access sports information around the major domestic footballing events.
For example, when the FA Premier League started in mid-August 2006, the number of users accessing sports information leapt to 4.1 million, from 3.6 million the month before.
The audience size fluctuates throughout the season, falling to a low of three million in June 2007, the month after the premiership’s conclusion, before picking up again to 3.9 million for the start of the current season in August.
UK Audience for Sports-Related News and Information: FA Premier League 2006-’07
April 2006 - 4.7m
May 2006 - 3.9m
June 2006 - 4.6m
July 2006 - 3.6m
August 2006 (FA Premier League begins) - 4.1m
September 2006 - 4.4m
October 2006 - 4.2m
November 2006 - 4.2m
December 2006 - 4.6m
January 2007 - 4.0m
February 2007 - 3.9m
March 2007 - 4.3m
April 2007 - 4.1m
May 2007 (FA Premier League concludes) - 4.0m
June 2007 - 3.0m
July 2007 - 3.2m
August 2007 (FA Premier League begins) - 3.9m
Source: M:Metrics, Inc., Copyright © 2007. Survey of UK mobile subscribers. Data based on a one month snap shot period ending month shown.
M:Metrics senior analyst Paul Goode said: "This is fascinating data, as it clearly demonstrates the impact the combination of compelling content, context and convenience has on mobile media usage. While British operators may be disappointed in their football teams, who failed to advance to the European Championships in summer 2008, they should be encouraged by their performance attracting consumers to mobile content."
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