Cisco’s Sports & Entertainment Division has released the results of a new survey on digital fandom, finding that overall demand for in-venue amenities such as mobile connectivity, content and digital services such as parking assistance, in-seat ordering and ticketing has more than doubled since ’12. Updating a survey the technology giant last performed that year, Cisco recently polled more than 1,700 fans in the U.S., U.K., Australia and New Zealand, finding 81% of those polled believe the in-venue experience still needs to be more immersive and connected. Of those polled, 60% would be willing to pay extra for more connected stadium experiences, and 71% would be willing to receive mobile ads and promotions in return for relevant for relevant event-based content services. In addition, 97% of fans polled bring a mobile device when they attend a sporting event. The findings in many cases parallel surging mobile demand seen at many individual venues. “Fan behaviors in many ways have changed and amplified since we last did this study,” said Cisco Sports & Entertainment Head of Global Market Management Michael Caponigro. “We’re moving beyond mere connectivity toward a real push for a much more customized and personalized fan experience.” Cisco Sports & Entertainment GM & Dir of Global Sales Ken Martin also wrote in a company blog post, “The gap between [fan] expectation and reality provides an immense opportunity for sports venues and properties. ... There is an insatiable desire for more and more relevant content, and more and more interactivity and digital engagement.” Cisco has debuted a new product it calls Intelligent Wi-Fi On-Boarding, a cloud-based platform to help connect fans to stadium and arena Wi-Fi networks and connect them with relevant services.
