Vividata Canada has released a new report that explores sports-related websites and apps to see where Canadians are getting their sports fix from. The new fusion database captures consumer behaviour both online and off.
TSN, Sportsnet, and theScore are the top three sports websites and apps visited by Canadians in an average month. Visitors to these digital properties skew male, and are more likely to be high-income professionals, managers, executives, or entrepreneurs.
Regionally, Canadians show a preference between the digital big-three in sports. Those who live in Quebec or the Prairies, for example, are two times more likely to visit a TSN digital property in an average month than either Sportsnet or theScore, while nearly two in three monthly visitors to theScore, and over half of visitors to Sportsnet, live in Ontario.
Those that watch summer sports like baseball, soccer, and golf are more likely than the average Canadian to not only visit those three sites but visit more frequently as well. For example, Canadians that regularly watch MLB baseball on TV visit more than four times a month, are 64% more likely than the national average to visit the Sportsnet website or app in average month and over two and a half times more likely to visit at least 11 times during the same timeframe.
Regular viewers of MLS soccer will stop by the TSN website or app most in an average month and are more than twice as likely than average to frequently visit theScore. Regular viewers of pro golf are the most likely to visit TSN in an average month and nearly two times more likely than average to visit theScore more than 11 times in a month.
Frequent visitors to theScore tend to be more luxury-minded and 60% more likely than average to own a premium car or truck, while 82% more likely to agree with the statement, “I am prepared to pay more for products that elevate my status”, and twice as likely to agree, “I like to live a lifestyle that impresses others.”
For sports fans looking to get deeper into the game, bet365.com is the top sports-betting site they turn to, especially for more frequent visitors. For example, over one in five Canadians that visit a TSN digital property visit 11 or more times in an average month also visit bet365.com, and are three times more likely than the average Canadian to do so.
