COLUMBIA, Md., April 25, 2013 /PRNewswire/ -- Use of sports
apps by members of the Arbitron Mobile smartphone panel has been
climbing steadily since their post-Super Bowl, mid-winter doldrums,
thanks to the NCAA Tournament and opening days of the regular
season of Major League Baseball.
(Photo: http://photos.prnewswire.com/prnh/20130425/NY01049
)
In the two weeks following the NFL championship game on
February 3, use of mobile sports apps
by men, age 18 and older in the Arbitron panel, plummeted from 12.9
percent to 10.0 percent.
Starting the week of March 10, as
fans starting filling out their brackets for the NCAA Tourney, use
of mobile sports apps boomed, reaching 13.7 percent of men, age 18
and older during the week of the "Elite 8" and the opening games of
Major League Baseball.
Men 35-44 Are the Most Avid Users of Mobile Sports
Apps
It's no surprise that sports app users are predominantly male.
Slightly more than twelve percent (12.4 percent) of the Persons age
18 and older in the Arbitron Mobile smartphone panel use sports
apps; by gender—18.4 percent of the men 18+ in the panel use mobile
sports apps versus only 6.0 percent of the women 18+. Compared to
men, the women who do use sports apps log on for fewer sessions
(14.8 per month vs. 32.8 per month) and spend far less time with
mobile sports apps (34.4 minutes per month vs. 63.8 minutes per
month for men).
Men, age 35-44, are the most avid users of mobile sports apps in
the Arbitron Mobile smartphone panel, representing the largest
share of users within a demographic—22.8 percent, and the most time
spent with mobile sports apps—77.1 minutes per month. Men,
age 25-34 who use mobile sports apps, do check in with their app
most often—42.1 sessions per month.
Mobile
Sports Apps
|
|
Men
18+
|
Men
18-24
|
Men
25-34
|
Men
35-44
|
Men
45-54
|
Men
55+
|
% Using
Sports Apps
|
18.4%
|
17.0%
|
16.2%
|
22.8%
|
19.2%
|
17.2%
|
Time
Spent/Month
|
63.8
|
60.5
|
71.7
|
77.1
|
47.2
|
50.0
|
# of
Sessions/Month
|
32.8
|
35.8
|
42.1
|
35.1
|
22.1
|
22.5
|
U.S. Arbitron Mobile Trends Panels™ Service,
March 2013
About Arbitron Mobile
Arbitron Mobile Oy, a wholly owned subsidiary of Arbitron Inc.,
uses a proprietary, on-device software meter to provide marketers,
the media, content providers, app developers, and wireless access
suppliers with information on how mobile consumers use apps, surf
the web, engage in social media, participate in e-commerce, and
employ their devices to communicate.
For more information, contact: mobile@arbitron.com or visit the
Arbitron Mobile website.
Available insights into the behavior of smartphone users in the
Arbitron Mobile panels are included in previous releases regarding
social media use, mobile VoIP use, and mobile data consumption.
About Arbitron
Arbitron Inc. (NYSE: ARB) is an international media and
marketing research firm serving the media–radio, television, cable
and out-of-home; the mobile industry; as well as advertising
agencies and advertisers around the world.
U.S. Arbitron Mobile Trends Panels™, Portable
People Meter™, PPM®, and PPM
360™ are marks of Arbitron Inc.
SOURCE Arbitron Inc.