Interest in the 2014 Commonwealth Games revealed…


Tue 22nd Jul 2014

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…Regional interest varies significantly – with the North East most interested and East Anglia the least…

London, UK – 21st July 2014 – New research ascertaining interest amongst UK shoppers in the 2014 Commonwealth Games has been launched today by leading retail and shopper marketing agency, Savvy Marketing. The survey (of 1,000 household shopping decision makers) reveals if and how shoppers will be engaging with the event and what they would most like to see on offer at the supermarkets they use most often, during the event.

Alastair Lockhart, Insight Director at Savvy Marketing comments: “It has been an action-packed year so far on the sporting front and the excitement around the Tour de France shows our appetite for activity on home soil is still
strong. There’s clearly some optimism in certain regions that we will see domestic victory before the summer is out – let’s hope so!”
Key research findings:

  • Who’s planning to get involved with the Commonwealth Games?
    • Interest amongst male and female shoppers in the event is very similar – 51 and 50 percent respectively.
    • The event is of most interest to 65 to 74 year olds (61 percent) and perhaps surprisingly of least interest to 35 to 44 year olds (41 percent).

  • Geographically – where are the most interest shoppers?
    • Shoppers in the North East are the region most interested in the event – 66 percent. Next in line are shoppers in Yorkshire and Humberside (58 percent).
    • Surprisingly – since the event is being held in Glasgow – only 50 percent of shoppers in Scotland are interested in the Games.
    • The region with the least interested shoppers is East Anglia – 35 percent.

  • How are those shoppers who are interested in the event planning on celebrating the Commonwealth Games?
    • 87 percent of UK shoppers plan on following the event on television.
    • 36 percent will be following the event online.
    • 23 percent plan to keep track of the event through their smartphones – slightly more than shoppers who will be tuning in via radio (20 percent).
    • 12 percent plan on watching the event live in Glasgow.
    • Whilst interest in following the event is significant, only nine percent of shoppers plan on marking the occasion with a get together of their closest friends and family, and even fewer (six percent) are planning a larger celebration.
    • Buying commemorative items was of interest to 11 percent of shoppers.

  • What do shoppers interested in the event expect to see from their supermarket during the run up to the event?
    • 40 percent wanted to see offers on products to eat and drink during the event.
    • 36 percent wanted to see event related competitions being run.
    • 35 percent wanted the chance to win tickets to see the Commonwealth Games live.
    • Support for local sports clubs and initiatives also featured highly on shopper’s wish lists – 30 percent

Lockhart concluded: “Creating a buzz around events like this is a great way for retailers and brands to excite and engage with shoppers on a personal level – in-line with their interests. Just like we saw in Yorkshire with the Tour De France, the winners for this event are likely to be the retailers and brands who have adopted both a national and regional marketing strategy and are able to maximise the opportunity.”


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