There is a major opportunity for brands to connect with sports fans on their smartphones during games, according to new research by Insights West and Iamota, a Vancouver-based mobile agency.
Released to coincide with the Super Bowl, the survey of 1,000 Canadians revealed that fans who attend games use their phone on average six times per game. The study also includes the agency’s findings on mobile activities during the games (predictably, taking photos tops the list), and led Iamota CEO Pete Smyth to believe there are many opportunities for mobile activations left untapped at sporting events.
Smyth said there is a big opportunity to be a sponsor of free wifi at sports venues, which 80% of study respondents listed an experience they’re interested in. He said fans are eager for entertainment during downtimes, like videos, polls and games, as well as information like team and player stats.
“All those could be potentially sponsor-backed,” Smyth said. “Presented-by, powered-by, brought to the fans by a particular brand.”
