IPL 8 expected to be bigger than CWC’15 on smartphones!

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The just concluded ICC Cricket World Cup’15 has been termed a huge success and one of the most followed cricket events in the history of the game. The tournament shattered all the records in terms of TV viewership & advertising. Besides TV, which still remains the main medium for following the game, all the CWC’15 matches were closely followed on smartphones as well.

Engagement on sports apps peaked during the semi finals

The buzz for CWC’15 was created even before the event started [thanks to the India vs. Pakistan match] and peaked as the tournament reached the knockout stage. The engagement figures for sports apps during the semi finals turned out to be 1.5x times higher than the quarter finals.

Not only the India matches but even for non India matches, the numbers were quite encouraging. What comes as a surprise is the fact that majority of the India matches were played during holidays and yet the time spent on sports apps was one of the highest during those days.

Sports app traffic highest during the India vs. Australia semi final

The above insights clearly indicate that with growing smartphone penetration and superior mobile connectivity, sports apps are effectively used by users to keep themselves updated with the match happenings. Though TV still remains the main medium and will continue to break the viewership records, marketers can’t afford to miss the fact that ‘sports apps’ are gaining its foothold when it comes to the marquee cricket events.

With IPL 8 just a few days away, the big question that arises is what impact will the success of CWC’15 have on the biggest cricketing festival of India – IPL? Looking at the increase seen in the penetration of sports apps during the last 4 editions of IPL and considering the rapid growth in the traction on sports apps, we expect the usage of sports apps to further go up once IPL 8 begins. The chart below clearly sums up the rise seen in the Reach for sports apps during the past 5 major cricketing events.

SPORTS APPS - GENRE PENETRATION DURING IPL & CWC'15

The industry estimates suggest that IPL 8 has already beaten CWC’15 on television ad rates and we expect that the sports app traffic on smartphones is not going to be lower than any of the previous IPL or CWC’15. Though the IPL matches are played during our prime time, we have seen that users still access sports apps during the match. The reach of these apps could therefore exceed 30% this IPL, which can be considered as a respectable number. The marketers definitely can’t afford to ignore this and will have to keep aside a share of their marketing spends for mobile!

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Sports app usage during CWC’15 one of the highest in recent times. Engagement peaks during the knock out matches!

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The just concluded Cricket World Cup was a huge success and has been termed as one of the most popular sporting event globally. The tournament reaped in mind boggling numbers in terms of crowd attendance, advertising, TV viewership etc. Smartphones were no exception as users followed each and every match through sports apps which made CWC’15 one of the most followed cricket event on smart devices in recent times.

Our latest data reveals that the engagement on sports apps during the semi-finals increased by more than1.5x as compared to quarter finals with ‘India vs. Australia’ match turning out to be the most engaging match of the mega event. However, time spent on sports apps saw a drastic drop during the final which can be mainly attributed to the Indian cricket team’s exit after semi final.

With IPL 8 just a few days away, we expect the sports app usage to go up further. We will be back with our insights. Keep watching this space!

To get more details on our mobile insights, write to answers@informatemi.com

Sports app traffic highest during the India vs. Australia semi final

Engagement on sports apps peaked during the semi finals

India vs. Australia and India vs. Bangladesh most engaging knockout matches

India vs Australia most engaging of all India matches

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Time spent on sports apps doubled during the quarter finals

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After the month long group stage, the quarter finals between the best 8 teams was always going to be a fascinating contest. In our last post, we revealed how this year’s Cricket World Cup has been thoroughly followed by cricket fans on their smartphones and the quarter finals were no different. Our latest data reveals that as compared to the group stage, the engagement on sports apps increased by more than 100% during the quarter finals. Of the 4 matches played, the ‘India vs. Bangladesh’ match was the most engaging – with time spent figures turning out to be higher than the ‘India vs. Pakistan’ & ‘India vs. South Africa’ matches. We expect the numbers to rise further during the semi-finals & final. Keep watching this space!

To get more details on our mobile insights, write to answers@informatemi.com

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Will the engagement on sports apps further increase during the knockout stage?

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In our last post, we saw how cricket fans in India have been following the ICC Cricket World Cup’15 on their smartphones. Not only the India matches, but non India matches also managed to attain high traffic on smart devices. While our latest report presents the usage figures for sports apps during the group stage, it would be of great interest to know if the engagement on these apps further rises during the knockout stage. We should be back with the comparison figures in our next post. Till then, keep following this space for more interesting findings.

To get more details on our mobile insights, write to answers@informatemi.com

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Smartphone users glued to sports apps & sites during ICC Cricket World Cup

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The ongoing Cricket World Cup has been an advertising blitzkrieg with advertisers expected to spend Rs.1200-1500 crores on TV advertisements. But looking at the high level of engagement on mobile devices, we hope that a significant chunk of advertising is also getting diverted to smartphones this year. Not only are the India matches attracting eyeballs, even the non-India matches have seen high level of usage amongst cricket fans. Things are only going to get more interesting as we enter the knockout stage next week. Keep watching this space for more!

To get more details on our mobile insights, write to answers@informatemi.com

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Users aged 35+ most engaged on sports apps during India matches

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In India, cricket has no boundaries attached as far as its popularity is concerned. Indians literally follow the ‘Eat, Sleep, Drink Cricket’ mantra and the ongoing ICC Cricket World Cup’15 is no exception where the event is followed by users of all ages.

Our previous report presented how sports app usage increased enormously post the commencement of CWC’15. A glance at our latest data reveals that though sports apps were more popular amongst youth, engagement remained highest amongst users aged 35+ on the day when India played their matches.

To get more details on our mobile insights, write to answers@informatemi.com

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‘India vs. South Africa’ was as big as ‘India vs. Pakistan’ on smartphones

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It is no surprise that Indians consider cricket as their religion and World Cup the biggest festival. And when it comes to an India vs. Pakistan match, the buzz just gets bigger. The match played on 15th February was supposedly the most watched match in the history of cricket. But then how big was the India vs. South Africa match?

A glance at our data reveals that the reach for sports apps on smartphones during the India vs. South Africa match was as high as the reach seen during the India vs. Pakistan match day.

To get more details on our mobile insights, write to answers@informatemi.com

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Sports app usage skyrockets on India vs. Pakistan match day

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Cricket’s most awaited event – ICC Cricket World Cup’2015 began with much frenzy on 14th February. The tournament, is expected to be the season of firsts when it comes to viewership trends and number of advertisers.

So what is the impact going to be on smartphone usage? Are we going to see higher engagement on cricket related apps? Will these apps have higher downloads? Will their usage differ across the day? To answer these questions, Informate Mobile Intelligence is tracking the world cup fever in India and will be providing specific reports on the mega event.

A first glance at our CWC’15 report reveals that the usage of cricket related apps increased significantly on the India vs. Pakistan match day. Cricbuzz was the most accessed and downloaded app while the official ICC CWC 2015 app lagged behind on both aspects.

To get more details on our mobile insights during Cricket World Cup’15, write to answers@informatemi.com


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