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Fan Behaviour Trends

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

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

InCrowd Cast powers LED displays at ISE2018

InCrowd Cast have partnered with leading, global LED products and solutions provider Unilumin, providing the software to power and plan content for their extensive LED display at the Integrated Systems Europe 2018 Event in Amsterdam. Examples of advanced programmed and dynamic display include perimeter boards, centre “jumbo-tron”, ribbons and big screens.

InCrowd Cast puts user excitement back into multi-tier LED display planning. Our unique software solution allows faster, easier playlist creation for sponsor and brand content, giving you the valuable time needed to deliver unique and unforgettable stadium experiences. Spend more time enjoying our integrated live interactive content features and plugins to create an event that every fan will be sharing and talking about.

  • Create the ultimate fan experience with real time interactions including betting odds, final scores, live match statistics, live social media updates and interactive gamification content.
  • Meet the requirements of big brands looking for innovative promotional ideas by offering unique sponsorship opportunities through live activations, creating new customer connections and revenue streams.
  • Keep internal resource requirements to a minimum by implementing this multi-functional, user friendly software solution. Once installed, our software easily adapts to the individual parameters of the new stadium and can be reliably controlled by a single operator.

Join this group of leading organisations that have already improved the in-stadia experience for themselves, for sponsors and for fans…

         

For more information as to how InCrowd Cast can revolutionise your in-stadia digital output, visit www.incrowdsports.com/cast. If you have all the information you need, why not contact Ollie Clements to discuss your options?

+44 (0)20 3137 9873 | ollie.clements@incrowdsports.com

Ben, Ollie and Jamey from the InCrowd Cast team are on site all week; if you’re at ISE2018 come and say hello and see Cast for yourself! The team would be happy to give you more information and discuss your requirements in detail.