Study: Basketball Backers are Rabid Fans of Social Media
When it comes to use of social media by sports fans, basketball enthusiasts dominate the court, a new study shows.
The 2011 Catalyst Fan Engagement Study indicates that NCAA basketball fans are the most digitally connected sports fans, followed by NBA fans. Among social networking tools, NCAA and NBA hoops followers are most likely to gravitate toward YouTube and Twitter, according to the study.
The study focused on social media attitudes and habits of NFL, NBA, Major League Baseball, college football and college basketball fans.
Other findings include:
• Sports fans who follow their favorite athletes on social media are 55 percent more likely to purchase a brand if an athlete mentions it on Facebook or Twitter.
• 80 percent of sports fans use Facebook. Use of Facebook ranged from 74 percent for college basketball fans to 86 percent for
• 30 percent of sports fans use YouTube, with college basketball fans (41 percent) and NBA fans (35 percent) topping the list of the site’s devotees.
• 23 percent of sports fans use Twitter. It’s the social media tool most likely to be used before and during a game.
“Social media is an increasingly powerful tool for marketers to reach sports fans in a very authentic way,” said Bret Werner, managing partner at Catalyst Public Relations. “Fans who use social media are more passionate and engaged with their favorite sports, teams and especially athletes.”
The study was conducted in May and June. More than 2,100 fans nationwide participated.
Catalyst – a New York-based PR agency that specializes in sports, entertainment and “active” lifestyles – conducted the study on behalf of SportsBusiness Journal.