Jubilee Will Change More Media Habits Than World Cup
More people will change their viewing and listening habits for the Queen’s Golden Jubilee than for the World Cup, according to new research. The sensor report from Mediaedge:cia has found that of a representative sample of 1,000 people, 40% say they will change their media consumption habits for the Jubilee but only 25% will do the same for the World Cup.
David Fletcher, head of MediaLab, UK said: “The World Cup is hampered by the timing of matches, and despite a quarter of young people relishing the prospect of early mornings at their local, the majority will not be changing their routine in order to engage with events as they happen. However, I’d assume that if England progress through the tournament, what is now a ‘minority’ of active footy fans is likely to convert into a majority, encompassing more passive followers of the team and the beautiful game.”
Key findings of the survey included that 34% of men say they will change their routine to follow the World Cup, compared to 17% of women. However, around the same number of men, 35%, will change their routine to follow the Jubilee events, compared to 45% of women.
While both events cut across the social spectrum, unsurprisingly the World Cup is of more interest to young people than the Jubilee, while the opposite is true for older people: 38% of 15-24 year olds say their routine will change for the World Cup, but only 22% for the Jubilee, while 57% of over-65s will change habits for the Jubilee, but only 17% for the World Cup.
Geographically, the area where most changes in habits are expected are is London and the South East, where 37% are expected to alter their habits for the World Cup and 43% for the Jubilee. In contrast, only 12% of people living in Scotland will change for the World Cup and 22% for the Jubilee, while 25% of those living in Wales will change for the World Cup and 31% for the Jubilee.
With the timing of the World Cup matches being as they are, there has been press speculation regarding the possibility that people will miss work or be less productive because of the tournament. The Mediaedge:cia survey found that 8% of those questioned intended to take time off to watch, while 3% expected to be allowed to come in late. This approach was more prevalent among the 15-24s, of whom 19% will take time off and 6% expect to arrive late.
The most popular medium for following games at work was radio, cited by 5% of respondents. Next came TV (4%) and the internet (3%). Again, a difference was seen among the younger group, with 12% expecting to use the internet, 10% the radio and 7% TV.
Mediaedge:cia: www.mediaedgecia.com
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