Survey confirms UFC fans social media savvy

The Sports Business Journal commissioned a survey which looked at social media trends in sports. The survey confirmed, among other findings, that younger fans, like those in MMA, are the most engaged users of social media.

There were approximately 500 respondents to the survey who use social media to follow college basketball or football, MLB, NBA or NFL team or MMA. It should be noted that MMA and UFC are used interchangeably in the survey and SBJ article.

The study noted that MMA fans are receptive to brand engagement and, more than any other sports fans, will access sponsor promotions via social media sites.

MMA and college basketball fans have the largest growth over the past year in use of social media to follow a fight or a game. Put another way, over the past year more fans are using social media to keep track of events and games.

The survey revealed 90% of MMA fans use Twitter or Facebook while watching the fights. Also, 50% of MMA fans stream video to watch fights. The SBJ notes that the survey revealed 12 percent of UFC fans say they use social media as their primary source of media. Its the highest percentage out of the six major properties (NBA, NFL, NHL, NASCAR and MLB) in the survey. The UFC’s (9.64 million followers on Twitter and Facebook combined as of the date of the article) reach in social media is more than any of the other properties. The NFL is second with 9.46 million.

Also, it notes that teens and Hispanics age 18-34 are receptive to athlete endorsements.

Via SBJ (subscription required):

Two groups that make up a considerable part of the MMA fan base are also the most receptive to brand connections with athletes in general: 69 percent of teens and 66 percent of Hispanics age 18-34 say they would be more likely to purchase a brand mentioned by an athlete on a social media site, compared with a 53 percent rate for the survey-wide total.

Payout Perspective:

A lot of interesting numbers from the survey. Although one may argue that the sample size is on the small side, it paints a picture for sponsors. The first impression is that UFC fans are social media savvy. In comparison to other sports properties, the UFC has the most followers on Facebook and Twitter. Perhaps they are early adapters to technology (although the amount of tablet owners was low for MMA fans).

One of the takeaways from the survey is that UFC fans are multi-taskers. Not only do they watch fights, they want to interact with others and comment about them in real time via social media. It is interesting to see the number of people commenting on twitter during fights and after fights. Social media is a way to vent or boast about the fights.  Its also a rumor mill which many people like.

Also, MMA fans are familiar with streaming content (hopefully legally) online. This may be due to the various ways to watching the UFC Facebook prelim fights, fights on YouTube, the UFC.com site or other MMA sites. Another takeaway from the survey was the rise of the fan-managed blog in other sports. Obviously, MMA fans are aware of the many MMA sites to visit.

Good news for sponsors of MMA is that many users of social media are aware of the sponsored brands and are receptive to engagement. This may be due to the many sponsor promotions that occur.