Mobile ‘a behaviour not a tech’ now central to sports marketing

The use of mobile has evolved into a behaviour in its own right that is becoming increasingly central to people’s enjoyment of sports, the head of mobile for Group M has claimed.

Vanessa Hunt

Venessa Hunt told Mumbrella Sports Marketing Summit guests in Sydney today that for a generation ‘which had grown up with the internet, people had become so reliant on their mobile devices those under 34 were spending two months, 24 hours a day, of every year on their mobiles. “63% of all digital time is spent on a mobile device,” Hunt told the summit.

“Mobile is a behaviour not a technology. And that behaviour will influence every single strategy that you have the whole way through a product, the whole way through content, the whole way though actual communication with fans.”

Hunt highlighted the growing need to embrace mobile by companies such as ESPN, Twitter and sports such as the NBA, NFL and NHL.

“39% of all digital video is currently viewed on a mobile device. Within 18 months that’s going to be 70% of all digital video. Think about that in how you produce video content today, think about how you consume on a smartphone.”

At the same time she said that mobile was growing to become a key element of fans experiences at a live game’, with 67% of sports fans saying they used social media at a live sports event.

At games, fans now rated the quality of the mobile experience as more important than entertainment.

“58% of Aussies say they want instant food and beverage orders delivery, and they will spend more.”

Hunt said that the emergence of virtual and augmented reality – highlighted by the recent success of Pokemon Go – showed the speed with which the technologies were being embraced by consumers, creating enormous opportunities for sports marketers to immerse fans.

“There is no way if I had stood up here two years ago I would have mentioned anything about augmented reality and bringing a fan directly into an exploring experience,” she said.

“The shift and change is incredibly fast.”

Hunt said “the stats don’t lie”. It’s not about technology, it’s about interaction. It’s about being able to interact with fans, its about being able to share experiences – no more so than in sport.”


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