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Sports Audience - Southeast Asia!July 2010!

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July in Sport!

July was a busy month for the international sporting calendar, it opened with the semi-finals of the Fifa World Cup which after a grueling month on the field came to a close on the 11th July with Spain on top. Le Tour de France commenced on the 3rd July taking cyclist and viewers on a spectacular journey through the Pyrenees and the valleys of France for 22 days, before peddling it out on the Champs-Elysées. It was also filled with cricket, motorsports, rugby union tri-nations and hockey. Lets take a look at the effect this jam packed month had on the Southeast Asia Internet Sporting Audience. !

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Sports Audience – Southeast Asia !

July had a 17.24% increase in the Southeast Asia Online Sports Audience since June.!

There was a 50.12% increase in Sports Page Views across 42 Sports related sites.!

The Mobile Sports Audience recorded a 15.19% increase for the month of July.!

User Sessions to sports sites increase by 10% on average across South East Asia!

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Sports Audience - Demographic !

79.78%!

20.13%!

Gender!

Male!

Female!

Males made up 79.78% of the online Sports Audience of Southeast Asia for the month of July. !

A quarter of the Online Sports Audience for July were aged between 25-30, while 76.87% were aged between 18-40.!

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5.00!

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25.00!

30.00!

%!

Age!

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Sports Audience - Demographic !

Half of the Online Sports Audience for Southeast Asia have a college or university education while an additional 23.89% have post gradate education. That’s 74.56% of the online Sports Audience.!

A third of the Online Sports Audience for Southeast Asia has a monthly household income of less than $500USD. 35.67% has a monthly income between $501-$1500. These figures however remain representative of the overall monthly income figures for Southeast Asia.!

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10!15!20!25!30!35!

Monthly household Income !

0!

10!

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30!

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60!

No formal education!

Less than high school!

High school! College / University!

Post-college! Trade / certicate!

Education!

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Sports Audience - Malaysia !

Malaysia’s two top Sports related sites both had over a 50% increase in Unique Browsers during July.!

User Sessions increased by 12.28% in July compared to June. !

Browsers are viewing Sports related sites 3.18 times per week and spending an average of 5.19 minutes per session. !

Malaysia had a 24.51% increase in Mobile Sports Browsers in July.!

11.77% of unique browsers of Themalaysianinsider.com-sport viewed the site from a mobile device.!

The Malaysian Sports Audience is predominately well educated males aged between 21 to 40. !

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Sports Audience - Thailand!

48.92% of Thailand’s Sports Audience is aged between 21-30 years of age, making its Sports Audience slightly younger than average for Southeast Asia.!

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5!

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15!

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30!

%!

Age!It remains a predominately male audience, with females representing only 19.07% of Thailand’s Sports Audience.!

70.07% are accessing these Sports related sites from home, while 23.16% view these pages from work. !

The majority Thailand’s Sports Audience are well educated, 61.38% having completed college/university education and an additional 16.49% post graduate education.!

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Sports Audience – Philippines!

The Philippines has an older average Sports Audience with a spike in Unique Browsers in the 35-40 year old range. !

The gender trend remains with males dominating the Sports Audience by 82.38%.!

The Philippines Sports Audience has on average the longest Session Duration when compared to Thailand and Malaysia. Browsers spend on average 1 minute and 30 seconds viewing each page, averaging 3.75 pages per session.!

0!2!4!6!8!

10!12!14!16!18!

%!

Age!

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Mobile Sports Audience!

Internet browsing from mobile devices continued to grow in July with a 19.86% increase across Southeast Asia. !

The Mobile Sports Audience recorded a 15.19% increase for the month, Soccersuck.com was the leading mobile Sports site for Southeast Asia. The top Sports site for PC browsers dropped to 15th place in mobile browsing.!

Mobile Browsers spent less time on average than PC browsers on individual Sports pages. However they had a higher average number of Page Views per Session than PC Browsers, resulting in them having an overall longer Session Duration. Mobile Browsers did however frequent these sites less often.!