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LondonViews 3.0 Insights from the third survey in January 2014
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LondonViews Online reader panel launched in September 2013 1,400+ members and growing every day as recruitment continues Monthly surveys on a wide range of topics, editorial and commercial Members earn rewards which they can redeem through PayPal
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Results based on a sample of 433 readers Fieldwork dates Wed 15 – Wed 22 Jan 2014 (inclusive) Around 80 questions, so panel split into two “streams”, resulting in a median 15-minute online survey for most We have defined a London Evening Standard “reader” as someone who normally reads 1 + issue of the paper in a typical week (excluding reading of standard.co.uk) Figures are weighted so they are representative of the wider LES readership (all regular readers who are online ~1.3m) The boring bit (methodology) Men 15-3431% Men 35-5425% Men 55+5% Women 15-3418% Women 35-5415% Women 55+ 6%
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WORLD CUP 2014
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66% of London Evening Standard readers are interested in the FIFA World Cup 2014 tournament: 35% very and 31% quite (77% male, 48% female total v/q interested) Footballistas Q. It will be difficult to escape World Cup football this summer. Since you’re not a World Cup fan, how will you escape the football mania and avoid footy fever? Around 200 comments, including: Binge on box sets and go out with my friends - few of whom are footie fans Go to cinema, theatre, exhibitions, museums, art galleries, parks, etc. Take advantage of cheap theatre/cinema deals instead (TV will be nothing but football) No Plans. Will enjoy the traffic free roads when major matches are being played
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Q. Which team will be your first choice to support in the World Cup 2014? Team colours 65% 16% 3% Q. Which team will be your second choice to support in the World Cup 2014? 29%10% 12%
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Q. Do you follow any ‘lucky’ rituals on the day your national team plays a match?! Be lucky … Full breakfast in Weatherspoon’s I do have my England football socks to wear. I used to have pants as well, but they are history. I simply carry a shell in my pocket Just ensuring that we display the Union Jack Flag Just showing a St George's cross and an England T shirt Once we score I keep my posture the same, or try to We obsessively fill in the wall charts with EVERY team score, and change pubs to watch every game - never watch England play in the same pub more than once! Wear my clean England top Wearing lucky pants Wear the team shirt A minority do…
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Q. How do you think you will follow the World Cup coverage this year? Media coverage Base: all readers very/quite interested in the World Cup
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90% of London Evening Standard readers interested in the World Cup said they would be likely to watch any of the qualifying group games on TV, and 93% said they would be likely to watch the England games on TV Q. What games do you think you will be watching in the group stages? 68% Will watch as many of the games in the tournament as I can 13% Will watch the games in my team’s group only 10% Will only watch my own teams games 3% Will not watch any of the group games 6% Don’t know Group stages
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Q. Where do you plan on watching most of the matches? Viewing is a team sport Base: all readers very/quite interested in the World Cup
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of readers plan to buy a new tablet in preparation for the World Cup 2014. Number of new tablets likely to be bought = of readers plan to buy a new TV in preparation for the World Cup 2014. Number of new TV sets likely to be bought = of readers plan to upgrade mobile phone in preparation for the World Cup 2014. Number of mobile phone upgrades = of readers plan to change internet provider in preparation for the World Cup 2014. Number of switchers likely to be = Enhancing viewing pleasure … * x% of the 52% interested in the World Cup = y% x 1.3m readers (based on LondonViews weights to the NRS) 12% 11% 6% 5% 81,000+ 74,000+ 40,000+ 33,000+
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Q. Which, if any, of these brands do you associate with the FIFA World Cup 2014? Partners Base: all readers very/quite interested in the World Cup
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Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Sponsors Base: all readers very/quite interested in the World Cup
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Q. How strong is each of these brands’ association with football, where 1 is no association at all and 5 is very strongly associated? Associations Base: all readers very/quite interested in the World Cup
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Great interest in competitions where a reader could win tickets to the World Cup 2018 – in total 68% of LES readers interested in WC2014 were interested in this idea Promotions Base: all readers very/quite interested in the World Cup
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Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Sponsors Base: all readers very/quite interested in the World Cup
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Q. Which, if any, of these car brands is sponsoring or associated with the England football team specifically? Vauxball … Base: all readers very/quite interested in the World Cup
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By gender … Base: all readers very/quite interested in the World Cup Amongst male and female readers interested in the FIFA World Cup, men are much more likely (50%) than females (13%) to know that Vauxhall is associated with the England team
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Now back to the general survey ….
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Q. Which food & drinks are you likely to consume watching the World Cup? World Cup, bowl, pack, bottle Base: all readers very/quite interested in the World Cup
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Q. Which snack brands are you likely to eat whilst watching? Snack brands Top 3
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Q. Which beer/lager/ale brands are you likely to drink whilst watching? Beer brands Top 5
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Q. If your team won the World Cup, how do you think you would celebrate?! What if ….
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Q. Which soft drinks are you likely to drink whilst watching? Soft drinks brands Top 3
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24% of London Evening Standard readers interested in the tournament intend to bet on outcomes from the FIFA World Cup 2014 (and 12% are undecided) Of the 65% who do NOT intend to bet, only 5% said they might potentially use a bookmaker who offered them a free bet to open an account. Betting Base: all readers very/quite interested in the World Cup Q. Which of the following bookmakers are you likely to place your bet with?
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Q. How much do you think you will wager across the entire tournament? Betting Base: all readers very/quite interested in the World Cup £68 MEAN £75 men £36 women
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87% of readers think that reading World Cup coverage and comment in the London Evening Standard will enhance their experience of the event But what if England are knocked our early?! 88% said even if their team doesn’t get through to the group stage, they will still follow the rest of the competition London Evening Standard Base: all readers very/quite interested in the World Cup
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UK FOOTBALL
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Q. Now leaving aside the World Cup and looking at the Premier League and football league. How interested are you in football in general? Not quite a game of two halves: 57% of LES readers are very/quite interested (71% of men, 35% of women) while 43% of readers are not very/not at all interested A game of 2 halves Base: all LES readers (not just those very/quite interested in the World Cup)
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66% of readers support a team 77% of men, 50% of women
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By gender … Amongst male and female readers who support a UK football team, Tottenham and Liverpool are more likely to have female fans amongst our readership than male fans
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Q. How do you usually follow your team’s matches? Coverage
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