A MindMiners survey highlights that 67% of Brazilians regularly consume sports content
MindMiners published the study “Faces do Esporte” on Brazilians’ preferences in relation to sporting events, addressing generations, diversity and inclusion. The survey revealed that 67% of respondents regularly consume sports content, with open TV being the favorite means of communication for 65% of respondents to follow competitions and events. Social networks appear next, being used by 48% of participants, followed by closed channels with 38% and streaming platforms with 31%.
In relation to digital media, 73% of respondents stated that they like to use YouTube to follow games and matches of their favorite sports, while 59% opt for Instagram and 34% for Facebook.
According to the survey, 60% of respondents stated that the World Cup is the event they most like to follow, followed by the Olympics with 49%, the Copa do Brasil with 43%, the Brasileirão and the Libertadores tied with 41%. The Olympic Games stood out among women, with 68% of them showing greater interest, while among men, this percentage was 33%. The World Cup also had a greater preference among the female public, with a difference of seven percentage points. 58% of those interviewed stated that they “like” or “really like” the Olympics, and 39% consider themselves engaged with the topic.
Also according to the study, generation Z’s interest and engagement in the Olympics was the lowest compared to other generations. 48% of young people said they liked the event and 28% attended it frequently. The most interesting sports to follow, generally selected among those interviewed, are volleyball, football, swimming and gymnastics, in order of importance. Other sports that also arouse interest are basketball, diving, skateboarding, tennis and handball.
The survey also identified that 73% of those interviewed said that clubs should invest in community and social programs. 80% agreed with the creation of more programs to encourage physical activities in the country. 83% stated that sports should be accessible to everyone, regardless of physical abilities, and 67% of Brazilians stated that they support private initiatives that use sports as a tool for education and social development.
“MindMiners’ desire with this study is to make people and companies see the opportunities behind the sport, far beyond football and its players. It is possible to direct their marketing strategies and choose another modality to sponsor, just as athletes who do not obvious”, says Danielle Almeida, CMO at MindMiners.
Credit: Photo by Gustavo Ferreira on Unsplash
