The Number of NBA Fans using Facebook Exceeds Fans using Twitter, but Twitter Fans’ Usage is More Frequent


Charts 1-4 below reflect Facebook and Twitter usage and frequency among NBA fans. Comparisons between the two social network sites are shown for:

  • All fans (Charts 1-2)
  • Frequent TV Viewers: Fans viewing 16+ games/year (Chart 3)
  • Frequent Attendees: Fans who attend 4+ games/year (Chart 4)

CHART 1: OVERALL FACEBOOK/TWITTER USAGE

Facebook
The results of the 2014 SBRnet.com Fan Study indicated that nearly seventy-five percent of the 76 million NBA fans used Facebook for some purpose. However, only 27.5 percent of those fans used Facebook for NBA-related activities; the majority (47.3%) did not use it for NBA-related activity.
 
Twitter
Overall Twitter usage by NBA fans was at a much lower level than Facebook usage; less than one-third (31.8 percent) of all NBA fans used Twitter for some purpose. Among NBA fans using Twitter for some purpose, more than half (16.7 percent) used it for NBA related purposes.

FB-v-Twitter-Chart1.jpg

CHART 2: FREQUENCY OF FACEBOOK/TWITTER USAGE

Chart 2 below reflects a comparison of user bases between Facebook and Twitter, with both user bases equaling 100 percent.  NBA fans use Twitter more frequently than Facebook for NBA related activities, 52.6 percent vs. 36.7 percent, Also, Twitter users are more likely to use it daily for NBA-related purposes (14.2 percent) than Facebook users (9.1 percent).

FB-v-Twitter-Chart2.jpg

Not only are NBA fans more likely to use the Twitter for NBA-related activities than Facebook;  fans are twice as likely (26.2%) to use Twitter at least four-six times per week vs. Facebook. (13.1percent).

CHART 3: FREQUENCY OF FACEBOOK/TWITTER USAGE BY NBA TV VIEWERS 

Facebook
Of all NBA TV viewers, 65.4 percent used Facebook for some purpose. Of the 65.4 percent, 35.6 percent used Facebook for some NBA-related activity. Interestingly, nearly 40 percent of fans using Facebook for some NBA related activity, used it on a daily basis.
 
Twitter
Of all NBA TV viewers, 32.9 percent used Twitter for some purpose.  Of the 32.9 percent, 26.1 percent used Twitter for some NBA-related purpose. As with Facebook, more than 40 percent of fans using Twitter for some NBA related activity used it on a daily basis.
 
In summary, usage of Facebook and Twitter followed a similar pattern. Daily usage among frequent TV viewers was nearly twice as high by both Facebook and Twitter users as it was by all fans.

FB-v-Twitter-Chart3.jpg

CHART 4: FREQUENCY OF FACEBOOK/TWITTER USAGE BY NBA FANS ATTENDING 4+ GAMES PER YEAR (3.1% OF ALL NBA FANS)

Facebook
Ninety-four percent of all NBA fans that attended four plus games per year used Facebook for some purpose and 64.0 percent used Facebook for some NBA-related activity. Over 40 percent of fans using Facebook for some NBA related activity used it on a daily basis.
 
Twitter
Thirty-three percent of all NBA fans that attended four plus games per year used Twitter for some purpose and 26.0 percent used Twitter for some NBA-related activity.  More than 40 percent of fans using Twitter for some NBA related activity used it on a daily basis.
 
In summary, Facebook and Twitter usage by NBA fans that attend four plus games per year is significantly higher than either total fans or even frequent TV viewers. However, the percentage of fans that attend four plus games per year is considerably lower than the percentage of the NBA TV viewing audience.

FB-v-Twitter-Chart4.jpg

CHART 5: NBA FAN AGE PROFILE COMPARISONS

Chart 5 compares the age profile of all NBA fans who use Facebook or Twitter for any reason with users who used the site for the NBA.
 
Facebook
Among all NBA fans using Facebook, millennials represented 33 percent of all users. However, among NBA fans using Facebook for NBA-related activities, millennials comprised 50 percent of all these fans.
 
Twitter
Millennials as a percentage of all fans did not vary significantly between all NBA fans using Twitter vs. NBA fans using Twitter for NBA-related activities.
 
In summary  one reason explaining the difference in millennials as a factor between Facebook and Twitter may be the result of the nature of the services themselves. Facebook lends itself to a broader base of user opportunities, with Twitter more applicable to immediacy.

FB-v-Twitter-Chart5.jpg

Marketing Implications

On average, social media usage is higher by fans who attend games than by fans who view NBA games on TV. These two NBA audiences differ significantly in size and demographics, as evidenced in detailed statistics in SBRnet’s Fan Study – (http://sbrnet.com/Sport-Search/Basketball.aspx). It would appear that fans who view NBA games frequently may provide marketers with a unique opportunity to monitor their social media activities in order to create social media marketing strategies targeted specifically to these fans, who may be highly identified with their NBA team, but for a variety of reasons such as geo-demographics, cost, or time, do not attend games.

Classroom Questions

What do you consider to be some of the reasons why NBA fans that use Facebook or Twitter do not use the platforms for NBA related activities?
 
Which social network site /platform do you consider to have the most growth potential in terms of increasing NBA fans? What are some of the qualities of the platform that you believe will increase usage by NBA fans?
 
What do you consider to be some of the reasons why fans who attend games frequently are more inclined to use social media than fans who view games on TV frequently?

Posted: 10/6/2015 9:29:36 AM

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