Scoping out the snooker fans
The 2020 Dafabet Masters begins this week, the second of the three most prestigious snooker championships of the 2019/20 season. Our TGI consumer data reveals that 12.4% (6.6 million) of British adults claim to have an interest in snooker and 9% say they specifically choose to watch it on TV. Who are these snooker fans and what makes them an attractive audience to marketers?
Playing vs Viewing
73% of those who say they are interested in snooker are men, perhaps unsurprisingly considering it is a male dominated sport professionally. However, the differences come into play when looking at those who say they watch snooker and those who say they play snooker. 9% of British adults claim to specifically choose to watch snooker on TV and this group are 53% more likely than the average adult to be aged 65+, according to our TGI Consumer Data. This group are also 64% less likely to fall in the 15-24 age bracket and 28% less likely to be ages 25-34.
On the other hand, when looking at the 4% of British adults (1.7 million) that say they play snooker regularly or occasionally, they are 23% and 24% more likely than the average adult to be in the age groups 15-24 and 25-34 respectively and 47% less likely to be aged 65+. Despite being a young man’s game to play, it seems as though having an interest in snooker stays with the fans as they move from playing to viewing as they get older.
Snooker players enjoy video games and designer clothes
Our TGI Consumer Data shows that British adults who regularly or occasionally play snooker are 50% more likely than the average adult with an interest in snooker to say their favourite pastime is playing video games and 66% more likely to say that they like to keep up with the latest news and developments in the video games industry/community. This group are also 57% more likely than the average snooker fan to say they wear designer clothes and 42% more likely to agree that a ‘designer’ label improves a person’s image.
Snooker players are also more accepting to advertising, being 44% more likely than the average snooker fan to say they find TV advertising interesting and quite often it gives them something to talk about.
Gaming and mobile are key ways to reach this audience
Snooker players are 63% more likely than the average snooker fan to be amongst the heaviest users of mobile internet and 66% more likely to be amongst the heaviest users of gaming. Interestingly, adults who say they regularly or occasionally play snooker are 82% more likely than the average snooker fan to agree that advertising within video or computer gameplay enhances the realism of the game, reaffirming the notion of their acceptance to advertising.