This presentation looks at the global popularity of the English Premier League and how football fans watch games, access football news, and which brands they associate with the sponsorship of the Premier League

1. Post PC Era: English Premier League & Mobiles
November 2012

2. Research Objective:
To understand the global
popularity of the Premier
League and how fans watch
games, access football news,
and which brands they
associate with its sponsorship

3. Methodology
• 7,340 mobile users completed a survey
via the mobile Internet
• Study covers UK, US, Indonesia, South
Africa, US, Mexico, Qatar, India, Brazil,
China and Saudi Arabia
• Not nationally representative, but
representative of mobile Internet users

4. Summary
• 37% of global mobile media users follow the English Premier League, and the game is even
more popular in South Africa, Saudi Arabia and Qatar than in the UK.
• 71% of UK mobile media users who follow the Premier League, use their mobile to access
football news, equal to TV usage.
• In some of the growth markets including Indonesia, Brazil and China, mobile is also the
preferred channel for accessing football news.
• TV is the main method for Premier League fans to watch games, however mobile is the
second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.
• Currently 24% of UK mobile media users who follow the Premier League, watch football on
their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.
• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor.
However affiliation declined outside the UK, even in countries where it’s actively followed.
• Instead sponsorship was associated with other global brands or there was no association at
all – this presents opportunities for global brands who want to be affiliated with football.

5. 37% of global
mobile media users
follow the Premier
League
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

6. Premier League football has a global following and is even more
popular in South Africa, Saudi Arabia and Qatar than in the UK
Follow Premier League football
50% 49%
42% 41%
40% 39%
33%
28%
25%
21%
South Saudi Qatar UK India Indonesia Mexico China Brazil US
Africa Arabia
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

7. Who follows the Premier League?
61% Smartphone owners
65% aged 18-34
20% own an Android
84% male 17% iPhone
12% Blackberry
90% feel their mobile phone
is important to them 48% are heavy mobile Internet users
29% medium Internet users
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

8. Premier League viewing habits

9. 71% of UK mobile media users who follow the Premier League,
use their mobile to access football news, equal to TV usage
UK mobile Internet users who follow the Premier League
71% 71% 40% 37% 29% 13%
Which devices do you use to access news and
information about football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

10. On a global level over half use their mobile to access football news
+29ppts more than using a PC/laptop
Global mobile Internet users who follow the Premier League
62% 55% 29% 26% 16% 11%
Which devices do you use to access news and
information about football on?
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

11. In the growth nations of Indonesia, China and Brazil mobiles are
actually the most popular devices for accessing football news
Global mobile Internet users who follow the Premier League
Which devices do you use to access news and information about football on?
TV Mobile phone Desktop / Laptop
80%
Tablet Radio Newspaper / Magazine
70%
60%
50%
40%
30%
20%
10%
0%
Indonesia China Brazil South India US Saudi Qatar Mexico
Africa Arabia
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

12. 20% of global
mobile media users who
follow the Premier
League, watch football
on their mobile
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

13. TV is the most popular device to watch football on, but mobile is the
second choice in most countries, with usage likely to increase with 4G
Global mobile Internet users who follow the Premier League
What device do you watch the premier league football on?
24% of UK fans
120% watch matches TV Mobile phone Desktop / Laptop Tablet
on their mobile
100%
80%
60%
40%
20%
0%
UK Indonesia South US Mexico Qatar India Brazil China Saudi
Africa Arabia
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

14. Sponsorship of the Premier League

15. Barclay’s association amongst Premier League fans is high in the UK, but
low in Saudi Arabia where it’s actively followed. Instead they associate
sponsorship with other global brands or there is no brand affiliation
Global mobile Internet users who follow the Premier League
Who do you think sponsors the Premier League?
No brand
association
UK 89% 4% 2% 1% 1%
Indonesia 73% 7% 1% 6% 2%
South Africa 60% 12% 12% 2% 9%
US 50% 18% 5% 8% 6%
Mexico 38% 17% 17% 7% 5%
Qatar 31% 21% 4% 12% 9%
India 27% 26% 1% 6% 13%
Brazil 15% 16% 38% 18% 0%
China 15% 34% 5% 7% 7%
Saudi Arabia 10% 16% 2% 16% 34%
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

16. On a global level Barclay’s association is still relatively high, but 9%
don’t associate the sponsorship with any brand and this presents
opportunities for brands who want to be affiliated with football
Global mobile Internet users who follow the Premier League
Who do you think sponsors the Premier League?
45%
16%
8% 9%
7%
4% 4% 4%
Barclays Coca-Cola Heineken Sony EA Sports Adidas MasterCard No brand
PlayStation association
7,340 mobile Internet users – UK, US, Indonesia, South Africa, US, Mexico, Qatar,
India, Brazil, China and Saudi Arabia. September 2012

17. Summary
• 37% of global mobile media users follow the English Premier League, and the game is even
more popular in South Africa, Saudi Arabia and Qatar than in the UK.
• 71% of UK mobile media users who follow the Premier League, use their mobile to access
football news, equal to TV usage.
• In some of the growth markets including Indonesia, Brazil and China, mobile is also the
preferred channel for accessing football news.
• TV is the main method for Premier League fans to watch games, however mobile is the
second most popular overtaking PC/laptops and 4G is likely to increase mobile viewing.
• Currently 24% of UK mobile media users who follow the Premier League, watch football on
their mobile – it’s a serious competitor to TV when it comes to screen of choice for fans.
• In the UK, Premier League fans correctly identified Barclays as the Premiership sponsor.
However affiliation declined outside the UK, even in countries where it’s actively followed.
• Instead sponsorship was associated with other global brands or there was no association at
all – this presents opportunities for global brands who want to be affiliated with football.

18. On Device Research

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the mobile Internet to
gain access to consumer
opinions at any time,
place or country
So far we’ve sent over 2.3 million surveys across 53 countries.
To ask your own questions contact us:
info@ondeviceresearch.com

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