凯捷发布《体育界的新兴技术:重塑粉丝体验》报告

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凯捷从2018年1月开始成为汇丰世界男女七人橄榄球赛的全球创新合作伙伴,并于日前发布了一份新报告《体育界的新兴技术:重塑粉丝体验》。该报告由凯捷研究院撰写,收集了全球超过1万名经常观看和关注体育赛事的粉丝的回复信息。

该报告表明,有69%粉丝使用新兴技术,例如虚拟现实(VR)、人工智能(AI)和增强现实(AR)来强化他们在赛场内外的整体观看体验;依靠技术驱动的积极体验可以增强整体粉丝的参与度。

来自亚洲地区(包括印度、香港和新加坡)的粉丝是利用新兴技术来增强体育赛事观看体验的领先群体。有将近四分之三亚洲粉丝(74%)在体育场内使用过新兴技术,印度在此方面最为领先,其比例高达88%。不过,美国粉丝的这一比例仅为56%,德国为50%,加拿大、法国、英国和澳大利亚均不足50%。此外,71%亚洲粉丝表示他们愿意花更多钱购买可以增强现场体验的新技术,而北美粉丝的这一比例仅为40%,欧洲粉丝为34%,澳大利亚粉丝为33%。

The study shows that for 69% of fans, the use of emerging technologies, such as virtual reality (VR), artificial intelligence (AI) and augmented reality (AR), has enhanced their overall viewing experience both inside and outside the stadium; a positive experience with technologies also enhances overall fan engagement. Of respondents who liked their technology experiences, 56% said they would actually go to more physical matches at their team’s stadium as a result, and 60% said they would stream more matches online. Nearly half of fans (49%) have often increased their spending on team merchandise following a good experience and 42% have increased this spend a few times, while 92% said they increased their spend on online subscriptions for watching matches (either often or a few times). The report also shows that fans who have experienced emerging technologies during a recent visit to a stadium are more satisfied with their experience overall, highlighting a 25-point NPS®[1] (Net Promoter Score) difference between fans who have experienced emerging technologies and those who have not.

Sports fans from Asian countries lead in using emerging technologies

Fans from Asian countries – including India, Hong Kong, and Singapore – lead in the adoption and acceptance of emerging technologies in sports. Close to three-quarters of Asian fans (74%) have experienced the use of emerging technology in the stadium, with India leading at 88%. However, this drops to 56% for the United States, 50% for Germany, and below 50% each for Canada, France, United Kingdom and Australia. Furthermore, 71% of Asian fans said they would be willing to pay more if new technologies enhanced their stadium experience, compared to 40% of North American fans, 34% of European fans, and 33% of Australian fans.

Adoption of emerging technologies can convert more followers into avid fans

Emerging technologies can also convert and upgrade more fans to become avid fans[2] who generate more business and positive word-of-mouth on having a good tech-enabled sports experience. For example, 73% of avid fans attend more matches following a good tech-enabled experience, compared to 50% of the rest, and nearly three-quarters of avid fans watch a match in the stadium when their favorite team is playing.

Emerging technologies are helping athletes perform better and avoid injuries

Athletes are increasingly using a variety of emerging technologies for activities, including training, injury prevention and tracking performance. For example, Zone7, a company using data and analytics for identifying and avoiding potential career-threatening injuries to athletes, has achieved 95% accuracy in predicting injuries and has been able to reduce potential injuries by 75%[3].

Tom Mitchell, Captain of England’s Rugby Sevens Team said, “The use of virtual reality in reviewing training sessions and matches can have a big impact on sports. If you can put yourself in a given situation instead of just reviewing a match by watching a video, then the learning and reviewing experience becomes much more real. If you are able to be in that situation again, either through VR or another technology, it would be a massive step up in terms of the reviewing and learning experience.”

Strategies to unlock the value of emerging technologies in sports

Sports organizations across the world are now presented with a huge opportunity to tap into evolving consumer expectations and make far more customized and personalized fan engagement. According to the new report, organizations can focus on the following areas to adopt and optimize emerging technologies in sports:

  • Reassure fans on usage of personal data by seeking consent where possible on use of data, being transparent about the use and protection of consumer data, and demonstrating the value that consumers stand to gain with this data exchange,
  • Identify user needs before investing in and deploying emerging technologies,
  • Convert more fans to ‘avid fans’ by defining a digital fan experience and offering ‘hyper-personalized’ experiences,
  • Build digital practices, capabilities, and transform organizational culture by investing in a digital culture, skills, and cross-sharing of information across sports organizations to drive greater innovation.

Darshan Shankavaram, Global Digital Customer Experience Practice Leader at Capgemini, said, “The use of emerging technologies in the fan experience is an exciting and rapidly growing area. Sports organizations across the world have a huge opportunity to tap into evolving expectations of fans and athletes to build a more joined up, customized and personalized engagement experience. Additionally, organizations can benefit by using technology to improve players’ performance or prevent injuries, or for coaches to strategize the play through simulations.”

To access the full findings and report, click here.

关于凯捷集团

作为咨询、技术服务和数字化转型领域的全球领先企业,凯捷始终处于创新前沿,在不断发展的云计算、数字化和平台领域,助力所有客户把握机遇、提升竞争力。依托长达50载的丰富行业经验和深厚专业知识,凯捷通过从战略到运营等一系列服务,帮助企业实现商业伟略。凯捷始终坚信的发展理念是:技术的商业价值源于人并由人来实现。凯捷是一家具有深厚多元文化底蕴的公司,拥有来自40多个国家和地区超过200,000名团队成员。2019年,集团全球营业收入为141亿欧元。

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媒体垂询:
凯捷中国 市场部总监 曹霞
电话:+86 18516200023
邮箱:chitty.cao@capgemini.com

 

[1] Net Promoter, NPS®, and the NPS®-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

[2] An avid fan is defined as one who follows a sport regularly, watches nearly all matches of the sport he/she follows and visits a stadium often to watch matches.

[3] Source: Zone7 raises $2.5 million seed round to predict injury risk for athletes

Tech in Sport PR

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