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ICC Cricket World Cup on Mobile “An Informate Mobile Intelligence Report”

SmartPhones and the World CupAs a device that has had significant influence in our lives, SmartPhones could only be expected to bring sports [read cricket] more closer to us - right into our hands. Over the last 2 years, Informate has been tracking major cricketing events starting with IPL season 2 & 3. With 2011 ICC World cup being one of the biggest event for Cricket lovers, we plan to provide a week on week update of the tournament as it progresses. As we have seen with IPL, there is a significant movement on the cricket based sites that are accessed by the audience on their SmartPhones during the tournament period. The buildup of the excitement can actually be seen with the number of people accessing cricket sites taking a leap during the first week of the tournament. The excitement level stays more of less the same over the entire period of the tournament with the interest peaking during the final few days of the tournament. Apart from the sites, interest is also seen on Cricket specific apps and Cricket based games during the tournament period. The interest in these apps can also be gauged by the number of users installing cricket based apps on their SmartPhones during the event period. To get a better flavor of the World Cup on the SmartPhone, we have also tried to look at Cricket related search terms on some of the favorite search engines. The following slides detail the first few weeks of the World Cup starting from the week prior to the launch of the tournament. 1

Executive Summary The start of the ICC World Cup witnessed a significant increase in the overall Reach and Page views of the Sports sites. ESPNcricinfo continued to remain the most accessed website even after the commencement of the World Cup. Though the Reach of Yahoo! which is the official site for the mega event increased by the 2nd week, it was still placed way behind ESPNcricinfo on accessibility.The Reach for Sports applications also increased significantly after the start of the World Cup with Cricinfo Mobicast, Crickzenga and Cricket Companion taking the top honors of being the most popular Cricket applications. MobileESPN and ESPNcricinfo were the top installed Cricket applications amongst the SmartPhone users.As far as the popularity of the Cricket games are concerned, Ultimate Cricket 11 World Cup saw a significant rise in its popularity post commencement of the World Cup. The game which didn’t feature in the list for Pre week, jumped to the 3rd position in Week 1 and occupied the top position by the end of Week 2. The other games which were popular among the users are 2010 Twenty Premier League and EA Cricket.The start of the mega event also spurred an increase in the search of Cricket related terms. Yahoo Cricket and ICC events. Yahoo.com topped the list as the most searched terms.2

Sports sites genre – Reach %Figs indicate Reach for Sports sites as a genre[Reach : % of Users accessing sport sites at least once during the event period]176 % increasePre Week (11th – 17th Feb)Week 1 (18th– 24th Feb)Week 2 (25th Feb – 3rd March) As expected, the overall Reach of Sports sites as a genre, increased by over 170 percent - close to three times after the commencement of the World Cup (from 5.1 to 14.1, 176%). Though the Reach of Sports sites declined marginally in the second week, it was still on the higher side and we expected it to rise once we enter the knock-out stage of the tournament.3

Sports sites – Reach %Figs indicate Reach for Sports sites as a genre[Reach : % of Users accessing sport sites at least once during the event period ]Total Reach for Sports sites - 5%Total Reach for Sports sites – 14%Total Reach for sports sites – 13%Pre Week (11th – 17th Feb)Week 1 (18th – 24th Feb)Week 2 (25th Feb – 3rd March) ESPNcricinfo remains the most popular sports website accessed on the SmartPhone even after the commencement of the World Cup. The official site for the World Cup – YAHOO! saw a significant increase in its Reach in Week 2, but was still placed way behind ESPNcricinfo.4

Sports sites genre - Share of Page views Figs indicate page views for Sports sites[Page views : % of total page views accounted for by sports sites during the event period]Pre Week (11th – 17th Feb)Week 1 (18th – 24th Feb)Week 2 (25th Feb – 3rd March) Sports sites as a genre commands around 2% of the total share of overall Page views on a SmartPhone. The share of Page views of Sports sites increased by almost two times (from 1.3 to 2.3) in the first week of the World Cup – the shares didn’t change in the second week.5

Share of Page views of Sports sitesFigs indicate page views for Sports sites genres[% of total page views accounted by sports sites genres]Share of Sports genre Page views – 1.3%Share of Sports genre Page views – 2.3%Share of Sports genre Page views – 2.5%Pre Week (11th – 17th Feb)Week 1 (18th – 24th Feb)Week 2 (25th Feb – 3rd March) Though the page views for ESPNcricinfo saw a decrease after the start of the World Cup, it still remained the site with highest page views.Sify witnessed a significant increase in its page views in Week 2. Similarly, Cricket Oneindia and Yahoo sports also found themselves placed amongst the sites with high share of page views.6

Reach% of Sports sites by Gender, Age, OS & Telecircle Age 15-17 Circle AWindows Mobile Age 31-35 Metros Age 36-40 Age 41-90Circle BMaleAge 18-24AndroidCircle CFemaleAge 25-30Symbian Sports sites have significantly higher reach among 25-35 year olds, Android users & respondents residing in Circle A & C.12

Sports applications genre – Reach %Figs indicate Reach % for Sports applications[% of Users accessing sport applications at least once]162 % increasePre Week (11th – 17th Feb)Week 1 (18th – 24th Feb)Week 2 (25th Feb – 3rd March) Sports based Applications also witnessed a significant increase in Week 1 when compared to its Reach in Pre week (from 3.9 to 9.7). However, Week 2 saw a slight decline in the Reach for the Sports based applications [8.4% from 9.7%]. 7

Top Cricket applications – Reach % Cricinfo Mobicast, Crickzenga and Cricket Companion are the most popular cricket applications. Week 1 of the World Cup also saw the inclusion of a new Cricket application – CleanBold. As the tournament progressed to the 2nd week, ICC Cricket World Cup 2011 app witnessed a significant rise in its popularity (from 8th position in Pre week to 4th position in 2nd Week).8

Reach% of Sports apps by Gender, Age, OS & Telecircle Age 15-17 Circle ABlackberryWindows Mobile Age 31-35 Metros Age 36-40 Age 41-90Circle BMaleAge 18-24AndroidCircle CFemaleAge 25-30Symbian Sports apps have significantly higher reach among males, 15-17 year olds, Android users & respondents residing in Circle A.12

Top Cricket applications installed The start of the World Cup saw MobileESPN replacing ESPNcricinfo as the most installed Cricket application on the Smartphone. ESPNcricinfo, Cricket Companion and Crickzenga are the other most installed Cricket applications.9

Top Cricket games - Reach % Ultimate Cricket 11 World Cup – which featured in the games list post commencement of the World Cup, emerged as the most popular Cricket game among users by the end of Week 2. 2010 Twenty Premier League and EA Cricket are the other two popular Cricket games.10

Reach% of Sports games by Gender, Age, OS & Telecircle Age 15-17 Circle ABlackberryWindows Mobile Age 31-35 Metros Age 36-40 Age 41-90Circle BMaleAge 18-24AndroidCircle CFemaleAge 25-30Symbian Sports games are mostly played by males, 15-17 year olds, Android & Blackberry users. 12

Cricket related Search Figs indicate counts for Cricket related search[No. of cricket related search] Pre Week (11th – 17th Feb)Week 1 (18th – 24th Feb)Week 2 (25th Feb – 3rd March) The number of Cricket related search on SmartPhones was the highest after the start of the World Cup. The figures doubled in the 1st week (21 in Pre week vs. 44 in Week 1) and remained more or less the same in the second week of the World Cup as well.11

Most searched Cricket related terms Yahoo cricket and ICC events.yahoo.com were the most searched terms on the SmartPhones during and even before the start of the World Cup. Since Yahoo! is the official site for the ICC World Cup, most of the terms that appeared on the search had an association with the website.12

THANK YOU.For detailed report on World Cup 2011, please contactSaurabh Job+91 9930995021or email :answers@informatemi.commore SmartPhone Metrics available at www.smartmobi.inwww.smartmobi.us

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Informate report on World Cup 2011

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