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Lotame!Innovative!Data!Reports! ! Lotame!is!the!premier!aggregator!of!social!media!platforms,!offering!unparalleled!user" targeting!through!its!Crowd!Control™!technology.!!As!a!thought!leader!in!the!social!media! advertiser!space,!its!mission!is!to!improve!the!efficacy!of!online!marketing!for!publishers,! advertisers!and!marketers.! ! Drawing!on!Lotame’s!extensive!aggregate!campaign!performance!data,!the!company’s! Business!Intelligence!team!develops!Innovative!Data!reports!or!ID!reports,!on!specific!industry! trends!occurring!within!the!space.!
! ! ! SPORTS!ENTHUSIASTS!IN!SOCIAL!MEDIA!
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!!Audience!profile:! !
We!sampled!approximately!22,000!individuals!in!our!Co"Op!who!fit!the!description!“Sports!!!!!! !Enthusiasts”,!users!who!reported!interests!in!sports!or!demonstrated!interests!by!sharing,!!!!!!!! !!!!!posting!or!discussing!sport!related!content.! !
! Findings:!
Based!on!research!conducted!during!campaigns!targeted!to!this!audience!we!have!compiled! the!following!key!findings:! !
02.16.09!!!!!!!!!!L!OTAME!ID!REPORT:!!Sports!Enthusiasts!in!Social!Media!!!!!!!!!!!!!!!!!!!!!!!!!!! ! !
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Media!Use!by!Sports!Enthusiasts!
70% 60% 50% 40% 30% 20% 10% 0% Forums Photos Video Apps!&! Widgets Blogs! Groups
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Media!Use!by!Sports!Enthusiasts!in!Social!Media!
! ! ! Forums!ranked!the!highest!form!of!media!used!by!Sports!Enthusiasts!in!social!media.! 51%!of!Sports!Enthusiasts!are!more!likely!to!view!and!share!videos!in!social!media.!! Sports!Enthusiasts!are!2!times!more!likely!to!use!photos!or!videos!compared!to!apps!&! widgets.! ! DID!YOU!KNOW:!!Twenty"one!percent!of!dedicated!sports!fans!tend!to!be!younger!males!between!
the!ages!of!25"34,!who!watch!streaming!video!monthly?!
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*Jupiter!Research!
02.16.09!!!!!!!!!!L!OTAME!ID!REPORT:!!Sports!Enthusiasts!in!Social!Media!!!!!!!!!!!!!!!!!!!!!!!!!!! ! !
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Actions!of!Sports!Enthusiasts
60% 50% 40% 30% 20% 10% 0% Actions Influencer!Actions Bloggers
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Actions!by!Sports!Enthusiasts!in!Social!Media!
! ! ! Sports!Enthusiasts!are!high!participators!when!it!comes!to!actions.!This!includes! demonstrated!activities!such!as!downloading,!watching!videos!or!viewing!content.!! Comparatively,!Sports!Enthusiasts!are!more!likely!to!be!influencers.!These!influencers! perform!actions!that!indicate!them!as!creators,!sharers,!or!raters!of!content.! Sports!Enthusiasts!are!more!likely!to!be!bloggers!in!social!media.! ! ! DID!YOU!KNOW:!!According!to!Comscore!135!million!participate!in!social!media,!that!is,!40%!more! !
people!than!watched!the!Super!Bowl?!
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*!Neilson!Ratings!for!Super!Bowl!XXXLIII!
02.16.09!!!!!!!!!!L!OTAME!ID!REPORT:!!Sports!Enthusiasts!in!Social!Media!!!!!!!!!!!!!!!!!!!!!!!!!!! ! !
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Interests!of!Sports!Enthusiasts
80% 70% 60% 50% 40% 30% 20% 10% 0%
! ! Interests!of!Sports!Enthusiasts!within!Social!Media!
! ! ! ! ! DID!YOU!KNOW:!The!number!of!unique!visitors!to!online!sports!destinations!from!work!increased! !! *Nielsen!Online! ! ! !
26%!over!last!year,!growing!from!33.4!million!in!August!2007!to!42.3!million!August!2008?!
Sports!Enthusiasts!are!70!%!more!likely!to!be!interested!in!music!related!content!within!social! media!followed!closely!by!movie!related!content.!! 59%!of!Sports!Enthusiasts!are!more!likely!to!be!interested!in!technology!related!content.! Sports!Enthusiasts!are!2!times!more!likely!to!have!movie!content!of!interest!while!engaged! within!social!media!compared!to!television.!!
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Summary! Social!media!is!at!the!center!of!fan!participation!like!we!have!never!seen!before.!!From!fan!blog! sites,!to!communities!devoted!to!teams!and!activities,!to!social!media!groups!devoted!to!teams! and!athletes,!to!teams!reaching!out!by!creating!social!networks!devoted!to!their!most!faithful!of! fans.!Even!professional!athletes!themselves!are!blogging!and!creating!profiles!online.! Online!sports!destination!sites!are!now!competing!for!individuals!using!richer!programming! experiences!and!looking!for!more!ways!to!express!their!enthusiasm.!If!you!are!interested!in! growing!your!sports!audience,!it!may!be!wise!to!focus!and!leverage!their!current!media!use!such! as!forums.!In!addition,!photos!and!videos!tend!to!be!used!significantly!by!Sports!Enthusiasts! participating!in!social!media.!On!top!of!sports!being!their!number!one!interest,!these!individuals! also!have!a!high!interest!in!music!followed!closely!by!movies.!! Look!for!the!Sports!Enthusiast!group!to!continue!to!escalate!with!even!more!user!generated! content!and!platforms!created!to!showcase!this!type!of!content!in!and!outside!social!media.! ! ! Learn!how!to!take!advantage!of!social!media!trends!by!visiting!! www.Lotame.com!!
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Keep!up"to"date!on!social!media!news!and!comments!with!Lotame’s!Blog! www.LotameLearnings.com!
02.16.09!!!!!!!!!!L!OTAME!ID!REPORT:!!Sports!Enthusiasts!in!Social!Media!!!!!!!!!!!!!!!!!!!!!!!!!!! ! !
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