InMobi partnered with the Interactive Advertising Bureau (IAB) and Decision Fuel examine how US sports fans are using mobile media and how advertisers can best communicate with this audience.

1. US Vertical Insights:
Entertainment - Sports

2. CONTENTS 1. Research Objectives & Key Takeaways
InMobi’s Vertical Insights Research
Series helps brand advertisers
understand how consumers are
using mobile media to research and
shop for certain types of products
and how mobile complements other
channels throughout the purchase
process.
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InMobi partnered with the
Interactive Advertising Bureau (IAB)
and Decision Fuel examine how US
sports fans are using mobile media
and how advertisers can best
communicate with this audience.
2. Mobile Sports Fan Profile
3. The Role of Mobile in the Event-Planning Process
4. Ad Preference
5. Summary and Recommendations
6. Appendix

3. OWN THE PATH TO PURCHASE
Identify sports fans on mobile
• Who are sports fans on mobile?
• What types of live sporting events do they attend?
! Maximize brand awareness through mobile presence
• How do they consume sports and entertainment
information?
• How do mobile and other media channels work
together to impact purchase behavior?
• What types of apps and sites do they visit?
• What specific information are they consuming?
• How do sports fans specifically use mobile to plan trips
games or sporting events?
• How do sports fans purchase event tickets?
! Drive a holistic campaign to multiply the impact of mobile
• Which ad features do sports fans prefer?
• How can mobile shorten the path to purchase?
• How can advertisers make their campaigns more
effective?

4. 2
KEY FINDINGS

5. 44% of respondents are planning a trip to watch a
live sporting event this year
Base: US respondent n = 695

6. Team up with Mobile to Target Sports Fans
▪ 85% of sports fans turn to mobile after seeing ads
for entertainment events on other channels. In
fact, mobile surpasses online and print for
entertainment information consumption. Leverage
mobile as part of a comprehensive mixed media
strategy.
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▪ Sports fans use mobile at all stages throughout
the game – including pre-game planning and
post-game activities. They even use their devices
during games to record videos and watch replays.
Use mobile to reach sports fans at all times.
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▪ 1 out of 3 sports fans purchases game tickets
directly through mobile devices. Box office, online
and mobile are now all major sources of ticket
sales.
Base: US sports fans n = 302

7. MOBILE CONSUMPTION

8. Activities performed by sports fans in the last 6 months,
42%
Researched
event times
25%
Made plans for
before or after
38%
Downloaded
related content
28%
Read
reviews
22%
Recorded
a video
22%
“Checked in”
via social apps
21%
Watched
recap/ replay
34%
Watched
trailer
12%
Arranged
transportation
related to entertainment events they’ve attended
Review
Sports fans used mobile to choose which events to watch and to plan pre-game and post-game
activities; Sports fans even used their devices during games to record videos and watch replays
Base: US sports fans n = 302

9. Want More ?
Download Complete Report
Read Blog Content

10. For more information:
www.inmobi.com/insights
insights@inmobi.com
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Thank You!