IAB Europe: European sport fans consume more online than TV

As the summer holiday was packed with sports events, IAB Europe’s 1st report based on Mediascope’s results analyzes the way sport fans are acting online and shows that sports websites’ visitors are spending more hours consuming online media than the other internet users in Europe, with 22.5 hours a week dedicated to watching sports online. The online consumption is followed by TV consumption, with Europeans spending 16 hours a week in front of the TV, watching sports events.

When it comes of devices used to access sports websites, 83% use their computer (86% of them doing so on daily basis), 34% are browsing from their mobile phones (with half doing this every day), 22% use tablets (30% every day) and 12% – game consoles (with 24% of them doing that every day).

The hours between which Europeans are looking for sports content are 17.30 – 21.00 for the ones that use computers, tablets and game consoles, while the consumers that use their mobile phones access sports content between 10.00-17.30.

According to the report, over half (57%) from sports websites visitors are accessing TV websites, 53% are watching online TV channels, 47 % use catch up or TV on demand and 33% are downloading TV programs.

More detailed info from “Sport and the Shift to Interactive Media” report can be downloaded here.

Mediascope Europe study is consider the European standard in cross-media research among consumers. Launched in 2003, Mediascope had a major contribution in defining and understanding changes in media consumption patterns, the evolution of the media consumption and trends in e-commerce.

IAB Romania was created in 2006 and reunites the most important companies in online advertising sector: media sales houses, advertising agencies, service providers, local publishers and local branches of international publishers. IAB Romania is member of IAB Europe.