INTERSPORT SPORTS REPORT 2018 Focus: eSports
SPORT TO THE PEOPLE Dear Readers, How physically active are people in Germany? We ask ourselves this question every day at “Sport makes me INTERSPORT. We want to inspire our customers with the best brands, the best advice and the best service. This is why we always go that extra mile as a true sports retailer. feel free,” say Towards a better understanding of sports’ enthusiasts Eager to learn exactly what exercise and sports mean to us in Germany, we asked more than , people about their habits, preferences and wishes in two surveys. The result is out now – the INTERSPORT SPORTS REPORT.
The eSports Special Mathias Boenke David Tews If the hype is anything to go by, eSports competitions are the hottest thing in sports these days. COO Head of Marketing They have certainly touched off a heated debate. As emissaries of every form of sport, we at INTERSPORT INTERSPORT INTERSPORT want to take a closer look at the trend with this eSports Special. Get to know the Deutschland eG Deutschland eG eSports scene and discover intriguing facts about the competitions and mindset of eSports players, and how they compare with traditional sports enthusiasts.
Scientifically sound The INTERSPORT Sports Report was also published in Austria, the Czech Republic, Hungary and Slovakia at the same time the results were posted in Germany. Collectively, this representative trend study reflects the exercise and sports-related wishes, habits and % preferences of million people. We hope you enjoy the read!
Mathias Boenke, COO David Tews, Head of Marketing INTERSPORT Deutschland eG INTERSPORT Deutschland eG Question: Why do you (regularly) pursue exercise through sports? 2018 SPORTS REPORT 2 Baseline: Engage in sports or exercise at least once a month Nearly 60% of Germans are never (almost) daily % sports enthusiasts % Around 16% are serious athletes � less often % % say, “Active sport is a wonderful several part of my life.” Nearly out of % times a Germans engage week once a % in sports at least % month once a week. say, “Active sport shapes my life and % I never want to be % without it.” say, “Active sport has several no place in my life.” times a % month % say, “Active sport is a necessary evil for me.” once a week 2018 SPORTS REPORT 4 43Question: How would you best describe your relationship to sports and exercise? Question: How often do you exercise or engage in sports? 5 2018 SPORTS REPORT Exercise and sport has no age limit
14–19 year-olds: 20–29 year-olds: 30–39 year-olds: 40–49 year-olds: 50–59 year-olds: 60–69 year-olds: 81.8% 66.9% 63.3% 61.5% 60.5% 44.0% exercise every week exercise every week exercise every week exercise every week exercise every week exercise every week
2018 SPORTS REPORT 6 Question: How often do you exercise or engage in sports? 7 2018 SPORTS REPORT The top sports / active pursuits by ranking
4443.7 % +56F 4342.9 % +57F 4242 % +58F 4141.2 % +59F 2929.3 % +71F 1918.9 % +81F Running Swimming Cycling Gym Hiking Football
Question: What type of physical activity do you engage in at least occasionally? || Baseline: Engage in this sport at least once || multiple choices allowed
2018 SPORTS REPORT 8 9 2018 SPORTS REPORT Do yourself a good turn THIS IS WHAT DRIVES % % say, “To improve my say, “To maintain my SPORTS physical well-being.” physical fitness.” ENTHUSIASTS! % % say, “For fun.” say, “To relieve stress and relax.”
2018 SPORTS REPORT 10 Question: Why do you (regularly) pursue exercise through sports? || Baseline: Engage in sports or exercise at least once a month 11 2018 SPORTS REPORT The majority of Germans prefers to exercise evenings
% 64 35 % 27 % On average, Germans are active for five hours a week In the evening (5–9 PM) In the afternoon (2–5 PM) In the morning (9 AM–12 noon)
% 17 12 % 3%
Early morning (5–9 AM) Noon (12–2 PM) At night (9 PM–5 AM)
Question: How many hours a day, week, month or year do you invest in sports activities? 2018 SPORTS REPORT 12 Baseline: Engage in sports or exercise at least once a month Question: At what time of the day do you generally exercise / engage in sports? || Baseline: Engage in sports or exercise at least once a month 13 2018 SPORTS REPORT Alone or with others? % % of Germans tend to of respondents exercise alone. tend to exercise 69% with others. PREFER SPORTS ACTIVITIES % of respondents exercise alone and OUTDOORS with others in equal measure.
2018 SPORTS REPORT 14 Question: Do you generally tend to exercise / engage in sports alone or with others? || Baseline: Engage in sports or Question: Where do you usually exercise / engage in sports? || Baseline: Engage in sports or exercise at least once a month 15 2018 SPORTS REPORT exercise at least once a month COULD’VE, SHOULD’VE, WOULD‘VE WHAT WOULD GET COUCH POTATOES GOING?
27 % If my 28 % health If I were would in better let me. Nearly two thirds shape. of non-athletes seek 27 % If friends 27% would take part of respondents are out like-minded people in sports.
couch potatoes. % of the interviewed couch potatoes say, “I don’t exercise or engage in sports because 28 % Nothing could I have no-one to join me.” motivate me to take part in 23 % sports. If I had more time / liberty to do so.
Question: Why don’t you exercise / engage in sports (more often)? || Baseline: Exercise less than once a month Question: What would motivate you to exercise / engage in sports (more often)? || Baseline: Exercise less than once a month || 2018 SPORTS REPORT 16 Question: How often do you exercise or engage in sports? Multiple choices allowed 17 2018 SPORTS REPORT Better together: family fitness 69 % 46 % of German parents engage in sports to motivate their children be with the family. to exercise.
Question: To what extent do you agree to the following statements about intergenerational sports, sporting goals and health? Question: Why do you (regularly) pursue exercise through sports? || Baseline: Engage in sports or exercise at least once a month
2018 SPORTS REPORT 18 19 2018 SPORTS REPORT Children and sports — what drives them? The joy of movement
Reasons why children engage in What aspects of sports/exercise recreational sports are important to children?
40.3 % 62.5 % 55.6 % to stay healthy/fi t 30.6 % for the joy of movement for the friends they play or get healthier/ good coaches fi t t e r sports with
40 % to relieve stress /relax 37.6 % sports facilities are nearby
BELIEVE CHILDREN SHOULD 90% GET A LOT MORE ACTIVE IN SPORTS 2018 SPORTS REPORT 20 Question: To what extent do you agree to the following statements about intergenerational sports, sporting goals� and health? �� 21 2018 SPORTS REPORT � A sporting goods shop is perfect for the customer if it has... % % ...the right products ...a wide range of products % ...good value for the money % ...competent sales staff % ...low prices % ...high-quality products % � ...a friendly sales The perfect How Germans staff sporting goods shop shop 2018 SPORTS REPORT 22 Question: To what extent are the following criteria important to you when you frequent a sports retailer? � 2323 2018 SPORTS REPORT How much sports activities are More than half of Germans buy worth to Germans predominantly in shops
Sports For their children enthusiasts they spend another % % buy sporting goods buy sporting goods spend around mainly in online mainly in brick-and- € shops. mortar shops. € per child and year per person and on sports. year on sports.
Question: Please tell us how much money you spend each month on sports activities (for your children) in the following Question: How do you generally go about buying sports gear? 2018 SPORTS REPORT 24 categories. || Baseline: Children under living at home � 25 � 2018 SPORTS REPORT Focus: eSports BELIEVE THE HYPE? If the hype is anything to go by, eSports competitions are the hottest thing in sports these days. They have certainly touched off a heated debate. Despite their growing popularity, traditionalists cast doubts on their credibility as a “real” sports. eSports players are often labelled with clichéd stereotypes: They are lazy, uneducated loners; out-of-shape couch potatoes that spend too much time in dark rooms. Some say eSports are a threat to traditional sports.
As an emissary of every form of sport, INTERSPORT wants to take a closer look at the trend with this eSports Special: Are traditional and digital sports really at odds with one another? What touch-points are there between the two? How do eSports players experience their sporting activity; what drives them to play? INTERSPORT dug deep into the lives of real eSports players, comparing them with traditional athletes and recreational gamers. This search yielded some intriguing insights as to the accuracy of preconceived notions about eSports players.
27 Focus: eSports Hype here & the struggle for recognition there eSports have yet to be recognised BUT THERE IS POTENTIAL as a “real” sport.
of men already equate eSports with traditional ONLY sports — just one in ten 25% women agree (10.2 %). fully rate eSports as a “real” sport on par with traditional sports. of the core target group (14–29 year-olds) already equate eSports with Nonetheless, 17.8% tend to traditional sports. acknowledge eSports as a “real” sport. % % Question: Do you see eSports as a “real” sport that can be equated with traditional sports?5 30 29 Focus: eSports Interest is growing. Gaming is established.
1 in 5 people show interest in eSports. Digital games are a fixture of everyday life.
1 in 3 men show interest 1 person in 5 play video or computer games in eSports, but just has watched an for more than 10 hours a week. eSports event 38 % 1 in women. 8 on TV or even live.
Not just a sport for Generation Z: 1 3 . 3 % 3 8 . 5 % 1 5 % play every day. play several times of juveniles (14–19 year- Interest is greatest among a week. olds) say they never play. 20-29 year-olds (34.6%), followed by 14-19 year-olds with 30%.
Question: To what extent are you interested in eSports? Question: How often do you play computer or video games in your spare time, either with your family / (your) children or with friends / ©RIOT GAMES Have you ever watched an eSports tournament? acquaintances? How many hours a day, week, month or year of your spare time do you invest in playing computer or video games? || Baseline: Play computer or video games at least once a month 31 Focus: eSports eSports have no negative impact on traditional Prejudice # : sports habits of 81.3%
“eSports are a threat confi rmed that eSports do not impact their to traditional sports!” traditional sports pursuits. engage more in traditional 68.8% sports / exercise In reality: since taking up eSports. A duet rather than a duel. 12.5% eSports do not compete with traditional sports – quite the opposite. 18.6% engage less in traditional sports since taking up eSports. ©RIOT GAMES
Question: Would you say that eSports have an influence on the way you engage in traditional sports? || Baseline: Engage in sports or exercise at least once a month 33 Focus: eSports Prejudice #: “eSports players are % % loners.” believe eSports help them get to know see eSports as time spent people from all over the world. with friends.
In reality: Committed team players rather than individualists. % % deliberately engage in traditional play team sports — most eSports players have strong team spirit, are sports to take part in“real life” and traditional sports enthusiasts take a break from the exercise on their own. part of a huge community and are connected worldwide. digital routine.
Question: Why do you engage in physical activity or sports in your spare time? [...] In your spare time, are you more likely to play a team sport or engage in a solitary sport? /[...] Why do you play computer or video games in your spare time? /[...] | Baseline: Play computer or video games at least once a month 35 Focus: eSports Prejudice # : Just under “Sitting at the screen makes eSports players stupid.”
8play eSports 0 for %the cognitive challenge, and to train their ability to In reality: concentrate and react quickly. eSports players perform For exceptional cognitive feats. 6 9 % the desire to improve their mental This sport is a greater mental and cognitive challenge fi tness is the motivation to play eSports. than most others.
Question: Why do you play computer or video games in your spare time? \[...] | Baseline: Play computer or video games at least once a month 37 Focus: eSports Prejudice #:
associate68 eSports with competitive% aspects “eSports player lack discipline.” such as performance and success.
For In reality: eSports players are 51 the motivation is %the prize money hardcore competitors. paid out in tournaments. eSports players are a very ambitious group of people, For who strive for maximum success, fame & recognition.
45 social recognition is % also a motive. Question: Why do you play computer or video games in your spare time? \[...] | Baseline: Play computer or video games at least once a month 39 Focus: eSports The Believe the hype – not the prejudices! UPSHOT: The love for sports is a unifying force. eSports and traditional sports are two unique expressions of similar pursuits, united by the love for sports. With that in mind, the sports community really should be open-minded about the eSports trend.
The SPORTS REPORT reveals that traditional and digital sports do not have to be at odds. On the contrary, eSports and traditional sports share the same characteristics. Both are competitive in nature, and eSports players also strive for peak performance, which can only be achieved with intensive training, team spirit and strategic excellence.
41 Focus: eSports Breakdown by samples 1st wave: 2nd wave:
ABOUT THE SURVEY Timeline: st wave: / / – / / nd wave: / / – / / 50.6% 49.4% 50.4% 49.6% (Focus: eSports) 14–19 7.6% 7.4% 7.2% 8.1% 8.1% 8% 14–19 Population: Persons from Germany to 20–29 17.1% 16.9% 16.6% 17.2% 16.9% 16.6% 20–29 years of age 30–39 16.4% 16.3% 16.2% 16.8% 16.6% 16.5% 30–39 Method: 40–49 22.9% 22.5% 22.2% 23.1% 22.9% 22.7% 40–49 Computer assisted web interviews 50–59 20.2% 20.7% 21.2% 20.2% 20.3% 20.4% 50–59 (CAWI) 60–69 15.8% 16.2% 16.6% 14.7% 12.2% 15.8% 60–69 Sample size: st wave: n = , net interviews Sample Sample (core target group) Total Total nd wave: n = , net interviews n = 1,038 n = 1,503 (core target group) Random selection by quotas Survey conducted by: Marketagent.com, Mag. Ingrid Fischer SPORT TO THE PEOPLE
INTERSPORT Deutschland eG, Wannenäckerstraße 36, 74078 Heilbronn, Germany Phone: 0049-7131/288-0, email: [email protected], Internet: www.intersport.de