Consumers Plan to Interact with Social Media and Mobile Apps as a Part of Their Super Bowl Experience

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As marketers step up their capabilities for consumers to interact with their brands, a recent survey conducted by leading market research firm ClickIQ takes a look at whether consumers are ready to engage online and through their mobile devices as part of this year’s Super Bowl experience.

ClickIQ, Inc.

...this year’s Super Bowl is poised to be the most interactive event to date. But are consumers ready for this?

With Facebook & Twitter prevalent and Google+ gaining, the NFL streaming the Super Bowl for the first time ever and mobile apps by Shazam and Chevy enabling fans to interact, win prizes, get stats, etc. during the game, including many of the commercials, this year’s Super Bowl is poised to be the most interactive event to date. But are consumers ready for this? And for those that say they are, how familiar and prepared are they with their options?

Consumers were invited to participate in a recent online study conducted by ClickIQ to learn just how technology and social media savvy consumers are when it comes to the big game day. Of the 2,120 individuals surveyed, 578 (27%) qualified to complete the study. In order to qualify respondents had to indicate that they plan to watch the upcoming Super Bowl, own at least one mobile/wireless device, and were at least “somewhat likely” to use one of these devices during this year’s Super Bowl. Age was a big factor in who met each of these criteria as nearly half (47%) of respondents 18-34 years old met all criteria while only 16% of those 50+ did. Of the 578 respondents that qualified, age mix was slightly skewed to the 35-50 group which accounted for 42% of the total qualified sample, the 50+ group made up 32%, and those 18-34, 26%.

Of the 578 that qualified and completed the survey, 92% have an account with at least one social media site. When asked about their plans to visit specific social media sites during the game, 63% of Facebook members, 54% of Twitter members, and 46% of Google+ members said they were “very likely” to “ extremely likely” to access their account during the game. Of the respondents that plan to use Twitter during the game, 78% will “tweet with friends,” while 73% will “look for interesting/funny posts.” However, when asked if they have a favorite Twitter account they plan to follow during the Super Bowl, nearly all stated “none.”

When respondents were asked how familiar they were with interactive apps, 55% stated that they were “very” or “extremely familiar” with these apps. When asked about Shazam, which several brands have announced they will use to enable interactivity with their ads during the game, 42% were at least “somewhat familiar” with the app and of those, 50% had already installed the app. The 58% of respondents that were “not very familiar” or “not at all familiar” with Shazam were given a description of Shazam and then asked how likely they would install and use the app before or during the Super Bowl. Of those, 33% said they were “very” of “extremely likely” to try Shazam while another 35% were “somewhat likely”.

When asked about the Chevy Game app, where prizes and automobiles will be given away, 34% were at least “somewhat familiar” with the app and of those, 29% had already installed the app. Of the 66% that were “not very familiar” or “not at all familiar” with the Chevy Game app, when given a description of the app, 23% stated they were “very” or “extremely likely” to install the app prior to the game and another 30% were “somewhat likely”.

38% of respondents are “very” to “extremely familiar” with the first-time opportunity to watch the Super Bowl via live stream. Of all game-watchers, 21% stated they would “probably” watch all or a portion of the game online while 13% will “definitely” watch all or a portion of the game online. http://www.NFL.com can expect 62% of these viewers and http://www.NBCSports.com can expect 38%, according to the survey.

Methodology
Data was collected in an online survey of 578 qualified respondents from ClickIQ’s US consumer panel from January 27, 2012 to January 31, 2012. Target respondents were consumers who plan to watch Super Bowl 2012, own a mobile/wireless device, and are at least “somewhat likely” to interact with these devices during Super Bowl 2012 game. The survey results have margin of error of +/-4% at a 95% confidence level.

About ClickIQ
ClickIQ, Inc., based in Minneapolis, Minnesota, is an award-winning market research firm that employs fully integrated online management tools, a proprietary consumer panel, and skilled market research analysts to deliver quantitative consumer and shopper insights to some of the best known and most respected companies across the U.S.

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Robert Boese
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