Consumerscope: Sports Fans Step Up to the Plate for Technology
According to the report, 59 percent of sports fans who own an HDTV have a favorite team outside of their home market. While consumers might want to attend a local game, the passion in rooting for one's favorite team (an essential component) is missing. The costs associated with going to the ballpark are also increasing. Team Marketing Report estimates the average cost for a family of four to attend one NFL game during the 2009 season was $412 (this figure includes the cost of tickets, refreshments, and other elements of the experience). By comparison, CEA's January 2010 CE Sales and Forecast finds the average cost of an LCD television between 40 and 44 inches averages $536.
Emerging Technologies and the Sports Fan
Sports enthusiasts are also early technology adopters. While ust 12 percent of online U.S. adults say they are among the first people they know to purchase a new technology product, one in three (34 percent) sports fans and half of "super fans" (those indicating the highest level of interest in sports) exhibit early adopter habits. What accounts for the high level of early adoption among fans? The proliferation of sports media onto new platforms (specifically the mobile and online spaces) is one cause. Sports fans, in an effort to stay up to date on the latest news concerning their favorite teams, are accessing information across multiple devices. Whether checking scores on smartphones, watching games and video highlights online, or using live game trackers to stay informed, fans are engaging in activities normally associated with consumers on the early end of the tech adoption scale. These enthusiasts also exhibit higher ownership rates for key CE products including high-definition displays, Blu-ray disc players, and laptop/netbook computers than other consumers-another indication of their comfort with technology.