ESPN and Omnicom Publish Study On Latin American Sports Fans

A new online research study, conducted by OmnicomMediaGroup and ESPN, has revealed that Latin American sports fans have changed their daily media consumption and sports information-gathering routines due to advances in technology which allow for multiplatform, simultaneous access to devices like computers, laptops and smartphones. Another finding has revealed that fans are increasingly exposed to and use social media for their sport information gathering and promotion. While TV is still the top option, other devices are gaining popularity and making it so that they have real-time sports updates 24/7. The 68% of respondents say they follow sports/teams using different devices simultaneously now more so than they used to. The study also concluded that the use of social media has also played an important role in shifting sports-consumption behavior. Facebook is the most popular social forum for sports and is visited once a day or more (75%) followed by Twitter (47%) and YouTube (41%) (ESPN).