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Half Of Irish Consumers Watched Six Nations

Published on Feb 18 2014 9:52 AM in Retail

Half Of Irish Consumers Watched Six Nations

Over half (54%) of Irish consumers said that they watched Ireland kick off their Six Nations Championship campaign with a commanding 28-6 victory over Scotland on Sunday 2nd February according to the latest Consumer Intelligence survey by Empathy Research. Of 950 respondents, more males (64 %) than females (44%) watched the game.

Most (84%) of the supporters who watched the game, did so at home or at a family or friends house, while just 12% watched it in the pub, perhaps a sign that discretionary income is still somewhat strained. Only 3% of those who watched the match were at the Aviva Stadium, with this mostly driven by participants living in Dublin (5%) and the rest of Leinster (7%).

When it comes to future plans to watch Ireland play, nearly two-thirds (65%) of Irish consumers said they will watch the rest of the games in the Six Nations. Age-wise, this was driven largely by those in the 45+ age group, with 68% planning to watch future matches, followed by the 35-44 age group (66%), the 25-34 age group (64%) and finally the 18-24 age group (49%). More men (76%) than women (54%) intend to watch the rest of the Six Nations games.

Over two-fifths (44%) of Irish consumers who intend to watch the rest of the Six Nations games plan to make a big social occasion of it at home and/or at a family/friend’s house. This was higher among 18-24 (46%) and 25-34 year olds (50%), compared to 35-44 (43%) and 45+ year olds (40%).

The pub as a destination was not as popular, with just 19% saying they would watch future games there. This was higher among men than women (22% men vs. 14% women), and participants without children (27% without vs. 11% with children). However the youngest age group, 18-24 said they were the most likely to watch the matches in the pub, with 57% planning to do so. This is higher than all other age groups; 25-34 (22%), 35-44 (18%) and 45+ year olds (11%).

Click here for more from Empathy Research.

© 2014 - Checkout Magazine by Genna Patterson

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