HOW TO HELP FANS OVERCOME CHALLENGES
SOCIAL MEDIA IS USED TO CONSUME FOOTBALL BY FOOTBALL FANS OF ALL AGES
Use of social media to consume football-related content (% of global fans (not exclusively women’s football))
Followed their club on social media Followed their players on social media
OF FOOTBALL FANS EXPECT THEIR USE OF SOCIAL MEDIA TO CONSUME FOOTBALL CONTENT TO INCREASE IN THE NEXT YEAR
51%
100%
90%
39
80%
63%
60%
70%
62%
60%
50%
50%
53%
50%
45%
40%
37%
30%
Sources: ECA/MTM Sport Future of Fandom tracker, February - April 2022, QB2 - And thinking about the amount of time you have spent following football in each of the following ways in the last 12 months, would you say you are likely to do each of the following MORE or LESS in the next 12 months? C1 - In which, if any, of the following ways have you engaged directly with your favourite club, in the past few months? Base: Total (5,400), 16-24 (902), 25-34 (1,569), 35-44 (1,506), 45-54 (1,007), 55+ (556); US (912); China (905); Netherlands (303); Mexico (310); Germany (305); France (305); Spain (311); Belgium (304); Sweden (322); UK (321);
20%
10%
0%
45-54
35-44
25-34
16-24
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