A report into wifi usage at a major US sports stadium found that 71 per cent of fans attended just one game during the 2016 season.
AmpThink, which delivers wifi infrastructure projects, posted a series of findings after studying attendance at an unnamed collegiate venue last year.
AmpThink found that approximately 100,000 devices connected to wifi at the venue during the season, which meant the sample size was 30 per cent of all fans. 71 per cent of these devices were seen at only one game, and just two per cent were seen at all six. 216,500 unique fans attended a single game, while 6,100 attended all six home games.
AmpThink said at least 11% of all wifi users were current college students. Some six per cent of students attended all six games, compared to two per cent for other fans. Just 34 per cent of students attended just one game, compared to 75 per cent of ‘other’ fans who attended just one game.
The company said the data is consistent with data that has been collected at NBA, NHL, and NFL venues. While the length of the season and number of events vary, AmpThink said the frequency of attendance is “surprisingly consistent” across venues and leagues with between 70 per cent and 80 per cent of fans attending just one game per season.
AmpThink – which has worked on projects at the SAP Center and the Mercedes-Benz Stadium – believes its data will be useful for teams considering how in-stadium wifi rollout and usage can affect sports marketing.
“When our college football clients first saw this data they were surprised,” said an AmpThink spokesperson.
“The data was inconsistent with long-held industry assumptions about fan loyalty and audience size. But after discussing the data clients are now considering ways to leverage this new information. They are considering adjustments to existing strategies and improve business results.
“With more accurate data about fan behaviours, college marketers build smarter campaigns, drive better results from ticket marketing and loyalty programs, and bolster sponsorship strategies at their live events.”
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