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Online sporting enthusiasts are highly engaged online and embrace multi-screen viewing

The SpaceStation has released its latest survey results on the online behaviour of Sport24 browsers, and they show clearly that they are avid multi-screen users - with 52% of them using their smartphones while viewing sport on TV. Further to this, 24% of them are on their laptops and PCs while watching TV, and 16% of them are using their tablets.
Online sporting enthusiasts are highly engaged online and embrace multi-screen viewing
These findings are supported by the Sport24 user stats that show mobile traffic surpassing web traffic from 5am to 7am and again between 5pm and 11pm*. This indicates that they are reaching for their phones as soon as they wake up to check scores and news, and again when they leave work and into their evenings. This mobile traffic spike also happens on Saturdays, which are always major sporting days. This behaviour likely demonstrates strong multi-screen usage with the majority of the spikes happening during prime sport viewing time.

Online sporting enthusiasts are highly engaged online and embrace multi-screen viewing
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The survey results also show that online sports fans are highly interactive and engaged online with 50% of the Sport24 readers visiting the site several times a day for news updates and a massive 75% of them reading online articles in full. 42% of users follow live updates and scoring for matches and games.

Garrin Lambley, editor of Sport24 says that his readers are active and engaged in their drive for quality sporting news. "Sports enthusiasts are very passionate about sport news and being an online sports platform means that our readers demand up-to-the-minute, quality breaking news. They rely on us to be a reliable primary and secondary source of sporting news."

October's Effective Measure results show that Sport24's website had 978,529 Unique Browsers and the Sport24 mobile site had 554 158 Unique Browsers in South Africa. Says Neil Bales, The SpaceStation's channel sales manager for Sport24: "Sports fans consume their sports news across multiple devices. The nature of online news platforms means we are able to continuously update information in real time - making us the perfect second screen, alongside the television."

The SpaceStation, which exclusively represent Sport24, has developed an infographic to reflect the survey results that can be found at www.thespacestation.co.za/Sport24Info.

*An average over two months. Mobile statistics include Tablet usage.


Some other interesting results from the Sport24 survey:
  • The Sport24 readers are 27% female and 73% male.
  • 44% of them earn more than R30 000 per month. While 76% have a tertiary education and 82% own their own homes.
  • 91% of the readers like to lead a healthy lifestyle.
  • Beer is the drink of choice while watching sport.
About The SpaceStation:
The SpaceStation is the largest premium display advertising sales house in Sub-Saharan Africa.

As Naspers' lead digital media sales company in Africa, through an innovative partnership between 24.com and DStv Media Sales, The SpaceStation is able to offer clients - whether advertisers or media planners - an effective, single point of access to the biggest online and mobile portals in Africa.

Their full service team of more than 40 staff offer creative, customised, innovative and engaging advertising solutions to strategically targeted audiences across a range of premium digital platforms including web, mobile, app, email and interactive TV. This provides the opportunities for powerful cross platform and multi-channel integration of campaigns.

With over 16 million International and 9million South African Unique Browsers each month, The SpaceStation exclusively represents more than 27 of Africa's favourite websites, mobi-sites and mobile apps, affording their clients unrivalled, strategic and competitive access to Africa's online population.

For more information, visit www.thespacestation.co.za

19 Nov 2013 10:55

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