Forget the wellies - smartphones are the British essential for this year's summer of sport
Everything Everywhere, the UK's biggest communications company, today revealed that many Brits will be using their mobile devices to follow sporting and cultural events this year. Nearly half (46%) of online UK adults have used or plan to use their mobile phones to follow events by browsing the internet for news, results or following live scores this year*. Nearly a third (32%) say they have used their tablet or smartphone to watch live sport, according to independent YouGov research² commissioned by Everything Everywhere¹.
With the Euro 2012 final this past weekend, football has been particularly popular. Nearly one third (31%) of UK adults and 42% of men say they have used their smartphone to follow Euro 2012 this year, through browsing the internet for results or following live scores and news feeds. Over a fifth (22%) of men have also used their phone to watch recorded video clips or live coverage of the competition.
The survey found that as the UK enters a jam-packed summer of events, Britons won't let work get in the way of their favourite past time. Nearly one fifth (18%) of UK adults admit that they have watched or followed a major sporting event at work without their employer’s consent. Men are the guiltiest of this, with a quarter admitting to watching sport at work under the radar. Going some way to avoid this, 10% of employees say they are being allowed to view national sporting events which take place during working hours.
Of those who will be working from home this summer, nearly one quarter (23%) will be doing more than usual. Despite being a stone’s throw away from their TVs or PCs, nearly one third (29%) of respondents said that they are most likely to use their mobile device to watch or follow events while at home this year. Twenty six percent are most likely to do this while travelling.
Activity isn't limited to downloading or streaming content. Some 23% of UK adults say that they have used their mobile phone to upload images or video to social networking sites when attending events, such as musical festivals or sport. This is particularly common with younger generations; a whopping 38% of 18 – 24 year olds and 37% of 25 – 34 year olds say they upload images when out and about at events.
David Salam, Director of Network Strategy, Architecture and Design, Everything Everywhere, said: "As the summer of sport heats up, people will be trying to follow events wherever and whenever they can. Despite England's defeat, even the Euro 2012 final was widely watched around the country and is just one of many events this summer to put pressure on mobile networks. Thanks to the integration of our T-Mobile and Orange networks, Everything Everywhere customers have experienced an average 14% increase in 3G coverage. This gives them have access to the widest 2G and 3G network in the UK so will they be able to keep tabs on the sport in more places, more of the time."
As more and more data is downloaded and shared across the UK, Everything Everywhere is investing £1.5bn in the network over the next three years, and plans to roll out next generation 4G in the UK this year, subject to Ofcom approval. With the completion of Smart Signal Share and the launch of 50% faster 3G speeds through the rollout of HSPA+21, customers are able to browse the internet, access social networks and stream video faster and in more places than ever before.
*UK adults referenced in this online survey are those who own a smartphone or tablet
¹ UK adults referenced in this online survey are those who own a smartphone or tablet
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2156 adults. Fieldwork was undertaken between 20 and 22 June 2012. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
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Everything Everywhere Press office:
Everything.Everywhere@golinharris.com or 0870 373 1500
EE is the most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and will soon become the first company in the UK to provide 4G mobile services alongside fixed-line fibre.
EE is the company that runs the Orange and T-Mobile brands in the UK, and will be launching its new superfast 4G brand – EE – in the coming weeks.
Its 4G service will cover a third of the population by the end of 2012 and its fibre service will cover 50% of the population by the end of the year.
EE's mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G.