Table of Contents
Executive Summary
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- The market
- Sports (consumption) continues to be an national developing priority
- Niche sports gain popularity
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- Figure 2: Number of ski resort and ski trips, China, 2015-19
- Ways of watching/engaging sports is changing
- Future outlook considering the impact of COVID-19
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on sports and consumers, Dec 2020
- The consumer
- Outdoor sports has become a lifestyle
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- Figure 4: Niche Sports Participation and Interest, October 2020
- Sports with holiday association are considered most trendy
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- Figure 5: Top Mentioned trendy sports (open-end), October 2020
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- Figure 6: Trendy sports, word cloud, October 2020
- Live TV is still the top choice in watching games
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- Figure 7: Ways of Watching Sports, October 2020
- TikTok is the most popular media channel in terms of user penetration and stickiness
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- Figure 8: Media Channel Usage, October 2020
- High interest in Sports-IPed performance enhancing products
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- Figure 9: Interest in Sports IP Merchandise, October 2020
- What we think
Issues and Insights
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- Leveraging trendy sports to reshape brand image
- The facts
- The implications
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- Figure 10: Fila & Snowboarding, 2020
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- Figure 11: Nike & Street Dancing, 2020
- The new trend of sports-themed travelling
- The facts
- The implications
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- Figure 12: Travel agencies featuring original hiking routes, 2020
- Leveraging TikTok ingeniously to engage with young sports consumers
- The facts
- The implications
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- Figure 13: Snapshots of video on C Ronaldo’s correct judgment on Higuaín’s penalty kick by Juventus F.C. Official Account on TikTok, 2020
Market Overview
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- Sports (consumption) is one of the national developing priorities
- Niche sports gain popularity
- Winter sports
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- Figure 14: Number of ski resort and ski trips, China, 2015-19
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- Figure 15: SNOW51 Dry Slope, Shanghai
- Outdoor activities
- Street Sports driven by variety shows
- Ways of watching/engaging sports is changing
- Future outlook considering the impact of COVID-19
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- Figure 16: Fitness activities participation pre and post COVID-19, June 2020
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- Figure 17: Fitness activities participation pre and post COVID-19, June 2020
- Figure 18: Short-, medium- and long-term impact of COVID-19 on sports and consumers, Dec 2020
The Consumer – What You Need to Know
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- Outdoor sports has become a lifestyle
- Sports with holiday association are most trendy
- Live TV is still the top choice in watching games
- TikTok is the most popular media channel in terms of user penetration and stickiness
- High interest in Sports-IPed performance enhancing products
Sports Participation
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- Overall sports participation slightly dropped compared with 2 years ago
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- Figure 19: Sports Participation, October 2020
- Gender stereotype is diminishing
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- Figure 20: Selected Sports Participation, by gender, October 2020
- Sports participation among the youth
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- Figure 21: Selected Sports Participation, by gender and age, October 2020
- Winter sports see great gap in sports watching and participation
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- Figure 22: Sports played and watched, October 2020
Niche Sports Participation and Interest
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- Outdoor sports are becoming mainstream
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- Figure 23: Niche Sports Participation and Interest, October 2020
- High potential for holiday sports
- Extreme sports and street sports find it hard to retain participants
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- Figure 24: Niche Sports Participation and Interest, retention and interest rate, October 2020
- Young women under 30 especially interested in street sports
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- Figure 25: Interest in Skateboarding*, by age and gender, October 2020
- Figure 26: Interest in Street Dancing, by age and gender, October 2020
What is a Trendy Sport?
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- Skiing and surfing are the most mentioned trendy sports
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- Figure 27: Top Mentioned trendy sports (open-ended), October 2020
- Mainstream sports less associated with trendiness
- A wider range of sports preference among the youth
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- Figure 28: Trendy sports, word cloud, October 2020
Ways of Watching Sports
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- Winter Sports is the most watched sports game
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- Figure 29: Sports Competition Watched (net of usage penetration across all surveyed channels), October 2020
- Winter sports appeals most to young females
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- Figure 30: Selected Sports Competition Watched among youth, by age and gender, October 2020
- Live TV is still the top choice in watching games, but gap between live TV and live webcast is small
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- Figure 31: Ways of Watching Sports, October 2020
- The younger generations prefer non-live sports content
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- Figure 32: Ways of Watching Sports, Non-live (including video clips), by age, October 2020
Media Channel Usage for Sports Information
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- Variety Shows among top used media channels
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- Figure 33: Media Channel Usage, Penetration and User Stickiness, October 2020
- TikTok sees a commanding lead in user stickiness
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- Figure 34: Media Channel Usage Frequency, October 2020
- Young consumers have higher stickiness in most channels
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- Figure 35: Selected Media Channel Usage, user stickiness, by age, October 2020
Interest in Sports IP Merchandise
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- Performance enhancing products are the most popular
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- Figure 36: Interest in Sports IP Merchandise, October 2020
- Opportunity for casual wear to target women and sports IP arts and crafts to target men
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- Figure 37: Interest in Sports IP Merchandise, by gender, October 2020
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- Figure 38: LEGO & Manchester United Stadium, 2020
- Young consumers are in general less interested in purchasing sports IP merchandise then middle-agers
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- Figure 39: Selected Interest in Sports IP Merchandise, by age, October 2020
- …, however they prefer entertainment products in particular
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- Figure 40: Interest in Sports IP Merchandise, by gender and age, Games (including online games, mobile games, and video games) designed according to my favourite sports activities, October 2020
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- Figure 41: Interest in Sports IP Merchandise, by gender and age, Movies/documentaries (including tickets/DVD) telling the story of my favourite sports club/athlete, October 2020
Meet the Mintropolitans
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- Sports lovers
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- Figure 42: Sports Participation, by consumer group, October 2020
- Heavy users of all media channels
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- Figure 43: Media Channel Usage, penetration and user stickiness, by consumer group, October 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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