Data pick of the day: Social sports consumers lead brand interactions

With the launch of live sports on OTT apps, global sports viewership is evolving. According to GlobalWebIndex’s latest chart around one in five internet users now say a main motivation for visiting social is to follow or watch sports events, and many sports leagues are moving with this trend by turning to social as a key distribution channel to stretch beyond borders.

Social sports consumers in the Millennial cohort are highly engaged with all brand-related actions, GWI added. While just over a third of these digital consumers are following brands on social each month, and a similar figure are visiting brands’ social pages, many are showing deeper engagement; they’re 63 per cent more likely than the average millennial to be clicking on sponsored posts, and 61 per cent more likely to be asking brands questions.

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Via Digital Market Asia

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.