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【Global HABIT】Favorite Sports and Sports Events of Sei-Katsu-Sha in 15

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【Global HABIT】Favorite Sports and Sports Events of Sei-Katsu-Sha in 15 Vol. 2 2016 March 29, 2016 Favorite sports and sports events of sei-katsu-sha in 15 Asian cities In sports liked, among men, Football/soccer is far and away No. 1, followed by Basketball and Badminton. Among women, the top 3 are Badminton, Swimming and Football/soccer. In sporting events and sports leagues interested in, Football/soccer and Olympics are among the top scorers in many cities. In ASEAN cities, Southeast Asian Games is among the top scorers, as are Baseball in Taipei and Seoul, Basketball in Metro Manila and Taipei, and Cricket in the Indian cities. Sports sponsorship is an effective means of raising a company’s image. To support marketing communication in the global market place, Hakuhodo has conducted its Global HABIT survey of sei-katsu-sha each year since 2000. Conducted in major cities in Asia and around the world, the survey polls middle- and high-income earners. We have analyzed data from the most recent Global HABIT survey (conducted in 2015) from a variety of perspectives to discover hints on potential opportunities in the global marketplace. In this report, we present various sports-related data on sei-katsu-sha in 15 Asian cities. It is hoped the report will prove to be useful to those considering marketing activities that leverage sporting events. 15 cities covered: Hong Kong, Taipei, Seoul, Shanghai, Beijing, Guangzhou, Singapore, Bangkok, Jakarta, Kuala Lumpur, Metro Manila, Ho Chi Minh City, Yangon, Delhi, Mumbai We also introduce data from Moscow (Russia), New York (USA) and Sao Paulo (Brazil) for reference. Sports liked In the 15-city average, the top 5 sports among men are Football/soccer (57.2%), Basketball (32.9%), Badminton (26.6%), Swimming (23.4%) and Cycling (16.7%), with Football/soccer far ahead of all other sports. Among women, the top 5 are Badminton (32.0%), Swimming (25.8%), Football/soccer (16.4%), Cycling (16.0%) and Volleyball (15.7%). In city-by-city results, Football/soccer is highly popular, coming in at No. 1 in 10 cities (Hong Kong, Seoul, Shanghai, Beijing, Guangzhou, Singapore, Bangkok, Jakarta, Ho Chi Minh City, Yangon). Meanwhile, the No. 1 in Taipei and Metro Manila is Basketball, Badminton is tops in Kuala Lumpur, and Cricket the top scorer in the two Indian cities (Delhi, Mumbai). Baseball is also popular in Seoul and Taipei, Muay Thai and Boxing in Bangkok, Boxing in Metro Manila and Sepak takraw and Cane ball in Yangon. Women’s scores are less concentrated on a particular sport than men’s, with Badminton No. 1 in four cities (Hong Kong, Beijing, Guangzhou, Kuala Lumpur), and Swimming also tops in four cities (Shanghai, Singapore, Jakarta, Ho Chi Minh City). Cycling heads the table in Taipei, Football/soccer in Seoul and Yangon, Volleyball in Bangkok and Metro Manila, and Cricket in the two Indian cities (Delhi, Mumbai). Sporting events & leagues interested in For men, the top 5 in the 15-city average is dominated entirely by football/soccer events and leagues, with FIFA Club World Cup (38.4%) at No. 1, English Premier League (34.0%) at No. 2, FIFA World Cup Russia (2018) (31.9%), at No. 3, Own country’s football league (26.9%) at No. 4 and UEFA Champions League (24.5%) at No. 5, proving the great popularity of the sport among men. Scores for Olympic events are Rio de Janeiro Summer Olympics (24.2%) at No. 6, Tokyo Summer Olympics (18.2%) at No. 10 and PyeongChang Winter Olympics (15.2%) at No. 11. In city-by-city results, NBA is No. 1 in Taipei and Metro Manila, Major League Baseball is top 3 in Taipei and Seoul, and World Baseball Classic is also in Taipei’s top 3. Also, Southeast Asian Games is in the top 5 in many Southeast Asian cities, and Cricket is the hands-down No. 1 in the two Indian cities (Delhi, Mumbai). Global HABIT Ⓒ 2016 Hakuhodo Inc. All rights reserved. 1 Conversely, women’s scores for sports events and leagues interested in are low in general compared to the scores for men, but in the three Chinese cities (Shanghai, Beijing, Guangzhou), women’s interest in the Olympics is high. The trends in sporting events and leagues interested in are similar to those of men in many cities. Impressions of companies sponsoring sporting events In the 15-city average, from highest to lowest the scores are Image of the company would improve (77.2%), Would feel that the company is active and growing (75.3%), Would become more interested in the company (74.8%), Would feel the company is contributing to the community and society (73.7%) and Would feel closer to the company’s products or services (66.7%). City by city, the scores for all five items are over 50%, indicating that sponsorship of sports is an effective means of boosting a company’s image. Kind of programs like to watch In the 15-city average for men, Movies (79.3%) is No. 1, Sports (64.6%) No. 2 and Drama series (64.5%) No. 3, indicating that sports programming highly popular. The 15-city average for women shows Drama series and Movies are highly popular, but sports programs do not rank among the top scorers. Global HABIT Ⓒ 2016 Hakuhodo Inc. All rights reserved. 2 Details of the survey findings 1. Sports liked The table below shows the top 5 sports liked by men and by women. Men In the 15-city average, the top 5 sports are Football/soccer (57.2%) at No. 1, Basketball (32.9%) at No. 2, Badminton (26.6%) at No. 3, Swimming (23.4%) at No. 4 and Cycling (16.7%) at No. 5. Football/soccer is far ahead of all other sports. In city-by-city results, Football/soccer is in the top 5 in 13 Asian cities, and No. 1 in 10 (Hong Kong, Seoul, Shanghai, Beijing, Guangzhou, Singapore, Bangkok, Jakarta, Ho Chi Minh City and Yangon), underscoring the sport’s huge popularity. The No. 1 in Taipei and Metro Manila is Basketball, Badminton is tops in Kuala Lumpur, and Cricket the top scorer in the two Indian cities (Delhi, Mumbai). Baseball is highly popular in Seoul and Taipei, Muay Thai and Boxing in Bangkok, Boxing in Metro Manila and Sepak takraw and Cane ball in Yangon. Women The top 5 in the 15-city average are Badminton (32.0%) at No. 1, Swimming (25.8%) at No. 2, Football/soccer (16.4%) at No. 3, Cycling (16.0%) at No. 4 and Volleyball (15.7%) at No. 5. Women’s preferences are not as focused on a particular sport as men’s are. In city-by-city results, Badminton is in the top 5 in all 15 cities, and No. 1 in four cities (Hong Kong, Beijing, Guangzhou, Kuala Lumpur). Swimming is also No. 1 in four cities (Shanghai, Singapore, Jakarta, Ho Chi Minh City), while Cycling is top of the table in Taipei, Football/soccer in Seoul and Yangon, Volleyball in Bangkok and Metro Manila, and Cricket in the two Indian cities (Delhi, Mumbai). Q: What sports do you like? (Multiple response, 26–29 options) (Some options offered only in certain cities) Males Females 1st 2nd 3rd 4th 5th 1st 2nd 3rd 4th 5th Football (soccer) Basketball Badminton Swimming Cycling Badminton Swimming Football (soccer) Cycling Volleyball 15-city average (57.2%) (32.9%) (26.6%) (23.4%) (16.7%) (32.0%) (25.8%) (16.4%) (16.0%) (15.7%) Figure Football (soccer) Swimming Cycling Basketball Badminton Badminton Swimming Cycling skating/ice Volleyball Hong Kong (60.8%) (56.8%) (55.5%) (51.3%) (42.8%) (62.8%) (61.5%) (55.8%) skating (18.0%) (24.8%) Rhythmic Basketball Cycling Swimming Baseball Badminton Cycling Swimming Badminton Basketball Taipei gymnastics (58.8%) (48.5%) (45.5%) (43.8%) (34.0%) (54.3%) (47.5%) (45.0%) (26.8%) (21.8%) Figure Football (soccer) Baseball Cycling Basketball Swimming Football (soccer) Cycling Swimming Badminton skating/ice Seoul (67.2%) (62.4%) (38.4%) (32.0%) (27.2%) (32.4%) (31.2%) (30.0%) (26.8%) skating (26.0%) Football (soccer) Basketball Tennis Badminton Swimming Swimming Badminton Basketball Table tennis Football (soccer) Shanghai (85.1%) (71.8%) (36.6%) (31.4%) (29.2%) (21.2%) (15.8%) (15.5%) (14.8%) (14.0%) Football (soccer) Basketball Badminton Table tennis Swimming Badminton Swimming Table tennis Basketball Football (soccer) Beijing (68.1%) (54.1%) (29.2%) (22.4%) (20.9%) (33.0%) (30.5%) (19.5%) (18.7%) (18.0%) Football (soccer) Basketball Badminton Table tennis Tennis Badminton Tennis Swimming Football (soccer) Table tennis Guangzhou (82.8%) (52.5%) (45.8%) (32.3%) (30.3%) (38.0%) (26.3%) (23.8%) (22.3%) (21.8%) Football (soccer) Swimming Badminton Cycling Basketball Swimming Badminton Cycling Football (soccer) Track and field Singapore (47.2%) (38.1%) (32.1%) (24.2%) (19.8%) (44.2%) (28.3%) (27.5%) (12.4%) (9.7%) Badminton Football (soccer) Swimming Cycling Motor sports Badminton Swimming Cycling Football (soccer) Volleyball Kuala Lumpur (62.7%) (58.0%) (32.4%) (26.8%) (24.3%) (59.4%) (35.0%) (31.1%) (19.2%) (18.7%) Football (soccer) Muay Thai Boxing Volleyball Sepak takraw Volleyball Football (soccer) Badminton Swimming Tennis Bangkok (90.0%) (24.5%) (21.5%) (17.0%) (17.0%) (49.0%) (41.3%) (19.3%) (17.8%) (15.5%) Basketball Boxing Volleyball Badminton Swimming Volleyball Badminton Basketball Swimming Boxing Metro Manila (78.3%) (26.3%) (19.3%) (16.0%) (14.5%) (55.8%) (41.0%) (38.5%) (23.8%) (7.8%) Rhythmic Football (soccer) Badminton Volleyball Motor sports Boxing Swimming Badminton Football (soccer) Cycling Jakarta gymnastics (81.8%) (25.0%) (10.5%) (9.5%) (9.5%) (14.7%) (13.2%) (10.5%) (8.5%) (9.0%) Rhythmic Football (soccer) Swimming Badminton Volleyball Tennis Swimming Badminton Football (soccer) Volleyball Ho Chi Minh City gymnastics (85.3%) (19.0%) (10.5%) (10.3%) (7.5%) (18.8%) (15.0%) (5.8%) (5.3%) (4.8%) Football (soccer) Sepak takraw Cane ball Swimming Cycling Football (soccer) Badminton Swimming Cycling
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