Women Watching the Olympics

Women Watching the Olympics GMR Research shows that 16% of people who aren't into sports are still fans of the Olympics, and a disproportionate number of these are women.* We took a closer look at female consumption of both the Olympics and of year-round sports. Olympics Consumption FEMALES MALES 67% 80% 93% 96% Overall, men love to watch seasonal sports more regularly than women. However, nearly all women polled intend to watch the Summer Olympics! In general, women are more discerning when it comes to watching sports, because they have an interest in the specific sport or Olympic event being played... 78% 73% 37% 45% while men are more likely motivated by specific team players or the countries and teams competing. 57% 74% Compared to men, women's desire to learn about specific Olympic athletes is heavily influenced by the athlete's: 75% 67% 52% 45% 32% 27% 29% 25% Performance Personality Appearance Personal history Social Media Women are more active on Twitter 52% 45% than men 71% 64% and are more likely to use social media to follow sports personalities. In addition, women are more likely than men to post about sports on social media sites. 64% 60% Women are also more likely to learn about breakout Olympic stars through online sources. 31% 19% More women intend to learn about these stars through social media sources... 59% 51% and more women intend to write about the Olympics on social media sites. GMR Proprietary Research *Simmons Fall 2011 NHCSAdult 12-month engage us @ facebook.com/gmrmarketing |twitter.com/gmrmarketing gmrmarketing.com blog.gmrmarketing.com