Sports entertainment companies must address concerns over data security and entice fans with generous loyalty schemes and improved connectivity to meet the challenges of the post-COVID world.
Euromonitor International’s comprehensive Digital Consumer Survey 2020 looks at customer expectations in a changing world, considering how they have been impacted by the pandemic ahead of the expected return of fans to stadiums around the world in 2021.
Alan Rownan, Euromonitor’s head of sports and entertainment, looked at the key findings of the report in a session at this month’s TheStadiumBusiness Summit 2020.
The ‘Unpacking the New Behaviours and Attitudes of Sports Fans’ presentation looks at how sports fans are adjusting to new entertainment practices during the pandemic. It also explores how increased technology impacts privacy concerns and generational attitudes, and identifies opportunities to drive in-person mobile payments. The key findings of the survey can be downloaded here. Attendees can watch the full presentation here, plus a Q&A with Rownan in which he digs deeper into the figures.
“In 2020, the permanent shifts across retail and hospitality industries demand a strong reliance on technology to adapt successfully,” Rownan said. “As a result, sports entertainment companies must innovate digitally to solve fan engagement and venue challenges.”
The Digital Consumer Survey 2020 found that faulty Wi-fi was the most common negative tech experience for consumers, with slow payments a close second. Further data showed that around 25 per cent of those aged 15-44 were less likely to frequent or purchase from a business following negative tech experiences.
Perhaps surprisingly, consumers chose access to a reward scheme as the No.1 preference among tech features.
Download the Euromonitor presentation today.