Ultimate Footy Survey - Fairfax Media Ad Centre

Ultimate Footy Survey
September 2013
Fairfax Ultimate Footy Audience Study
Our aim was to explore the interactions our audience have with the Ultimate Footy website,
in particular understanding their usage length and frequency of play.
Survey conducted via;
Online:
The Age
/Ultimate Footy website
Email &Text:
Invitation was sent
to Ultimate Footy
subscribers
Survey ran from
14th Aug –
4th Sept 2013
1,156
respondents
Incentivised by
change to win an
iPad mini
“If you
love footy,
Ultimate
Footy is the
only way to
play fantasy”
(Quote from Ultimate Footy
survey respondent)
Source; Fairfax Media Ultimate Footy Survey, September 2013
(n=1,156)
Q. Can you please tell us how you would sell Ultimate Footy to a
friend if you wanted them to join your league?
Interest & loyalty drive Ultimate Footy engagement
40%
38%
16%
14%
Played last year
AFL news sites`
The Age website
heard about
Ultimate Footy through
recommendations from
friends or invites to play
8%
5%
The Age
newspaper
Facebook or
Twitter feeds
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156)
Q. How did you hear about Ultimate Footy? Please select all that apply.
`Footy Prophet, FanFooty, Dreamteam Talk , Too Serious or another AFL blog site.
Once having played, our Ultimate Footy
audience keep returning
51%
32%
1in5
First time playing
2 years
3 or more years
Length of Play
Our 30-39 year olds are more likely to be long term players, having played for 3yrs+ (36%).
Of our first time players, majority (67%) felt the game was about the same or easier to play when
compared to other fantasy football sites. Those who experienced some difficulty, found it easy to
find appropriate support.
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156, Base: first time players, n= 522)
Q. How long have you been playing Ultimate Footy? Please select all that apply. And Q. How easy was
Ultimate Footy to understand and play for the first time compared to other fantasy games
High weekly website & mobile visitation
Of our website audience ...
1%
Ave. number
of times
used each
week
Don’t use
19%
6%
1 or fewer times
9%
11%
13%
70%
2 times
3 times
4 or more
8%
5%
58%
Of our mobile app audience ...
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156)
Q. On average, how often do you visit the Ultimate Footy website and mobile app every week?
Ultimate Footy drives further
engagement in other content areas
52%
Agree access to
the mobile app
hasn’t impacted
on them visiting
the Ultimate Footy
website
46%
Agree they find the
Ultimate Footy
articles in
The Age newspaper
or on The Age
website useful
1in3
Agree they’re viewing
more ‘news’ content
on our websites from
playing Ultimate
Footy
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156)
Q. Does access to the Ultimate Footy mobile app reduce the number of visits you make to the Ultimate Footy website? And Q. Articles are published
across The Ag newspaper and within the Real Footy section on The Age website that provide Ultimate Footy tips and strategies. From the statements,
please select the one that best relates to you? And Q. Do you feel that you’ve viewing more ‘news’ content on The Age of Sydney Morning Herald
website as a result of playing Ultimate Footy?
Ultimate Footy reaches a loyal audience
in
84%
84%
Did not play AFL
Fantasy Elite
Did not play
Supercoach Draft
(27%) have not played any
other fantasy sports games
this year
84%
Did not play AFL
Fantasy Match Day
58%
Did not play
Supercoach
Classic
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156)
Q. In addition to Ultimate Footy, what other fantasy sport games have you played this
year? Please select all that apply?
52%
Did not play AFL
Fantasy Dreamteam
92%
of our
Ultimate
Footy
audience
could recall
the sponsor
Source; Fairfax Media Ultimate Footy Survey, September
2013 (n=1,156)
Q. From the list below, can you recall who the Ultimate
Footy sponsor is?
Specialty alcohol stores are the preferred outlet for
purchasing alcohol, with beer a common purchase
74%
43%
Supermarkets
of our Ultimate Footy
audience have
purchased alcohol in
the last 4 weeks
58%
Specialty Stores
9%
(e.g. Dan Murphy, BWS)
Specialised
Wine Cellars
4%
Alcohol our Ultimate Footy audience are purchasing;
79%
51%
46%
1in10
BEER
SPIRITS
WINE
LIQUEUR
Online
Source; Fairfax Media Ultimate Footy Survey, September 2013 (Base: aged 18yrs+, n=893)
Q. In the last 4 weeks, have you purchased alcohol from any of the following places? Please select as many
as apply. And. Q. You have indicated you have purchased alcohol in the last 4 weeks, what type of alcohol
have you purchased?
Mainstream brands are the preferred auto brands
Holden (18%)
Toyota (15%)
Car brands
currently
own …
Ford (13%)
Mitsubishi (8%)
Mazda (8%)
Toyota (13%)
1in3
intend to
purchase
or start
researching
new car options
in the next
12 months
Holden (10%)
Mazda (8%)
Subaru (8%)
Ford (7%)
Source; Fairfax Media Ultimate Footy Survey, September 2013 (Base: aged 18yrs+, n=893 )
Q. How likely are you to purchase a new car in the next 12 months? And Q. Of the car brands listed below,
could you please indicate which brand you currently own and which brand you are intending on purchasing
next time you are in the market for a new car?
Car brands
considering
to purchase
for next car
…
1in2
of our
Ultimate
Footy
audience are
professionals
or managers
Source; Fairfax Media Ultimate Footy Survey,
September 2013 (n=1,156)
Q. What best describes your occupation?
Ultimate Footy reaches a male skewed
younger audience with a high HHI
Family Structure
Young Single - 34%
Young Couple - 29%
Young Family(children all under 16) - 24%
Older Family (children at home, some over
97%
16) - 5%
3%
Older Couple (no children at home) - 7%
18-29
30-39
40-49
50+
yrs
yrs
yrs
yrs
45%
28%
13%
HHI
$50k - $80k - 21%
$80k-$100k - 14%
10%
$100k-$150k - 20%
$150k+ - 12%
48% are professionals/managers
17% are students
Source; Fairfax Media Ultimate Footy Survey, September 2013 (n=1,156)
Q. What is you gender, age , profession, HHI income and life stage?
For more information, or to see the full findings from
the survey, please contact your Fairfax Media sales
representative.