Fan Behaviour – what we can learn from Google Search and Daily Active User trends

/by

At InCrowd, we constantly look into how we can best utilise our data and visible trends to understand fan behaviour; this analysis is beneficial to both us and the rights holders we work with. Most recently, we looked into what we can learn about our fans from Google Search and Daily Active User(DAU) trends.

We did the necessary research to produce viable and informed answers using three of our main clients – Lets call them Club A, Club B and Club C. For each club we compared the DAUs and the number of Indexed Google searches on all days in the season so far, and in doing so, noticed that the standard (and expected) trend was that Google searches spiked on match days as did the DAUs – no surprise there.

However, two things stood out to us:

One
On match days, the magnitude of the Google Search spike was much greater than the DAU spike.

Two
On the days where there was a decrease in users for both platforms, the dips for Google search queries were far more pronounced than the DAUs on the app; we actually noticed that apps maintained a decent number of DAUs on a daily basis, even on non-match days.

 

These observations suggest that the Google platform is a choice source of information on match days. However, Google users could be classed as non-reciprocal, one-off connections that are likely to disengage. Perhaps an away team fan or casual supporter looking for facilities info like travel and parking etc. App usage is clearly fan driven. These fans have an invested and consistent relationship with the app as their lead source of club content, on any day of the year and at any time.

We also asked ourselves what else could affect Google search and DAUs trends:


How about “Big Name” opposition?

Would playing a league leader, or a club from a higher league, have an effect on activity?
For Club A, the largest spikes were for matches against the biggest clubs in the country and those spikes came from Google. DAU numbers did not spike significantly higher than they would have for matches against smaller clubs. We can also speculate that a decent percentage of the Google queries will be coming from the big club supporters.

How about club rivalries?

Would a match against another local club, with storied rivalry, have an effect on usage?
For Club B there were some pronounced Google Search spikes, the largest of which occurred on the days that came up against their biggest rivals. However, once again, DAUs fluctuated only a little. This lends weight to the theory that Google Search numbers were again affected by outside sources. Oppositions fans, media picking up on the storied rivalry for their articles and other interested parties from outside either club.

Both of these mini case studies suggest the same thing – big club opposition and rivalries have little impact on DAUs.

Your fans care about the club, the team and the game, no matter who they are coming against.

What does all this mean?

Simple really. Clubs shouldn’t just rely on the internet and their website to give their fans what they need. Don’t make them search for it. Give fans a direct 24/7 portal to the club and you will see fan engagement and club advocacy improve significantly. To find out how we can help you and your club, contact us now via enquiries@incrowdsports.com or head to www.incrowdsports.com

Leeds United FC focus on fan engagement with their official app built by InCrowd

/by

Leeds United FC are continuing their focus on fan engagement with the ongoing success of their official LUTV mobile app in partnership with InCrowd, available to download on the Apple Store and the Google Play Store.

LUFC fans have access to a new two-way channel between themselves and and the club. The Official LUTV mobile app enables fans to engage with a host of different features no matter where they are.

Fan features include:

  • Full LUTV including highlights, interviews, features and more. Subscriptions are available to be purchased here.
  • Once logged in, UK subscribers will be able to access live audio commentary, while international users can watch the full match.
  • All the latest news & breaking news supported by the InCrowd push notification system.
  • A full 2017/18 campaign fixtures & results list.
  • Live league tables.
  • Official player & club Twitter account feeds .
  • Integrates official club social media accounts.
  • Access to ticket purchasing and merchandise.

“From a media perspective, providing content to our fans was one of our biggest challenges. However, this has been a smooth process as a result of the perfect cooperation between Leeds United FC and InCrowd.” Emanuele Montoneri, Head of Media at Leeds United FC.

What does this mean for the club?

The LUTV app currently holds a 4.5/5 rating across both the Apple and Google Play app stores. Furthermore, the app has over 170 five-star reviews. From the point of view of the club, Leeds United will now be able to:

  • Segment, target and send personalised messages to their fans using the powerful InCrowd push notification system.
  • Collect, grow and utilise rich behavioural and location based fan data.
  • Market new sponsorship inventory to existing and future commercial partners.
  • Showcase official club content on a much improved digital platform to fans around the world.

“We are extremely proud to be in partnership with one of the most prestigious football clubs in the UK. This new venture with LUFC means InCrowd now work with over 20 rights holders across four sports.’ Aidan Cooney, CEO of InCrowd.

Please check InCrowd’s and Leeds United’s Twitter feeds twitter.com/InCrowd_Sports and twitter.com/lufc for news of further updates to the official Leeds United app or get in touch via Enquiries@incrowdsports.com

About InCrowd

InCrowd provide a fan engagement & sponsorship activation platform. Our understanding of the avid and emotional mindset of a fan is combined with in-depth data analysis and ground-breaking digital technology to offer rights holders and brands a unique opportunity to reach out to sports fans in the moments that really matter. Many of the world‘s top rights holders & brands use InCrowd’s fan marketing platform to collect more fan data, sell more tickets and increase sponsorship revenue. We also help sponsors connect with new customers and convert fan interaction into revenue & advocacy. Find out more – www.incrowdsports.com