Les médias sociaux, le nouveau moteur du sport

Il y a quelques années, les experts du marketing sportif annonçaient l’entertainment ou le sport spectacle comme la révolution ou en tout cas le changement majeur dans l’industrie de ce début de siècle.

Néanmoins, depuis l’avénement des nouvelles technologies avec l’explosion de facebook et youtube mais aussi la pénétration des smartphones, la consommation du sport a complètement changé (cf. l’étude sur laquelle j’ai eu la chance de travailler sur les Français et les Réseaux Sociaux pour la Coupe du Monde), devenant plus intense et plus interactive.

Aux Etats-Unis, la très bonne agence Activ8Social a réalisé une étude avec Kwarter, l’application iPhone/iPad socialisant votre expérience durant les matchs dans laquelle je retiendrai deux chiffres :

  • 81% des fans pensent que la diffusion de rencontres sportives doit être plus sociale
  • 86% des possesseurs de mobile utilisent leurs terminaux alors qu’ils regardent un match à la TV, confortant cette théorie du « 2ème écran »

On pourra toujours argumenter le réalisme de ces chiffres mais le fait est qu’ils proviennent des Etats-Unis, pays considéré comme leader dans l’industrie du sport et du marketing sportif, et qu’il y a donc de fortes chances de voir le même phénomène en Europe.

Donc, amis responsables sponsoring, ne sous-estimez pas ce changement de consommation du sport car l’opportunité est grande et la possibilité d’offrir une nouvelle expérience du sport est réellement là.

Ci-dessous les chiffres de cette étude avec l’infographie qui va bien

43 Commentaires

  1. Merci pour la reprise de notre infographie Hubert.
    Elle nous permet de démontrer la validité et l’appétance d’un service comme Kwarter qui permet de connecter et récompenser les sports fans dans une application iOS au design impeccable, comme cette infographie. La suite de l’histoire sur http://kwarter.com 😉

    [G]

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