With Euro 2020 almost upon us, I wanted to take a look at the demographics, interests, brand and media preferences of football fans from across the continent.
I’ve used GWI data to paint a picture of football fans from England, Scotland, Wales, Germany, Spain, Italy, the Netherlands, Poland, Portugal, Russia and Turkey.
Here are some of the more interesting data points:
Fans in Turkey are the youngest – 56% are aged 16-34. Italy’s fans are the oldest, with 43% aged 45-64.
At 44%, Poland has the highest proportion of female fans. Russia has the lowest at 36%.
Fans in Scotland are the most likely to have either an undergraduate or post-graduate degree, just ahead of England and Wales.
Fans in Turkey are the most likely to fall into the highest income bracket (9%); fans in England are the most likely to have the highest level of savings (but only 2.4%).
31% of fans in Wales drink alcohol regularly, closely followed by England; Turkey has the highest % of non-drinkers.
Fans in Scotland are the most liberal and open-minded, with Wales and England close behind; Russian fans are the least open-minded.
Nike edges out adidas in seven of 12 markets, with Puma in third and New Balance showing up strongly in several markets. 20% of fans in Turkey have bought Hummel in the last two years.
Coca-Cola dominates in every market, with 48% of fans in Turkey drinking it at least once per week.
Turkish fans are the most concerned about brands being environmentally and socially responsible (65%); fans in England are the least concerned about brands being eco-friendly (42%).
Fans in Scotland are the most likely to pay for digital content and fans in Russia the least likely.
Netflix is the dominant video platform for fans in England (67%), Scotland (72%), Wales (65%)and the Netherlands (67%). YouTube leads elsewhere, and Amazon Prime Video has made real inroads where it’s available (and over-indexes significantly for football fans).
Fans in Scotland are the most likely to pay for digital content and fans in Russia are the least likely.
There’s a more detailed deck available with these and many other insights – if you’d like a copy just drop a note to firstname.lastname@example.org.
These are obviously just very topline data – if you’d like to talk about looking at your audience at a much more granular level as the basis for creating an effective marketing or commercial strategy, do get in touch.