Conducted by: Celeste Frey, Scott Harding, and David Tyler

1

• Conducted by Celeste Frey, Scott Harding, and
  David Tyler

In Conjunction with Michael Gressle, Chad Kurz,
Steve Hoffman, and Neil Buethe
Delivered on May 15, 2006, at the University of
Massachusetts Amherst
2
Agenda

• Research objectives
• Method
• Sample
• Data analysis
• Implications and recommendations

3
Objectives

• Determine why people visit ussoccer.com
• Ascertain visitor opinions of the content quality
  and functionality of the website
• Benchmark analysis with past data
• Assess ussoccer.com visitors unaided recall of
  U.S. Soccer sponsors
• Assess how likely ussoccer.com visitors are to
  purchase sponsors products because of their
  affiliation with U.S. Soccer
• Determine the types of technology visitors use to
  explore what tools U.S. Soccer might use in the
  future to connect with their fan base

4
Method

• Online Survey March 22, 2006 April 19, 2006
• Accessed via ussoccer.com
• Hosted by surveymonkey.com
• Banner link on ussoccer.com
• U.S. Soccer also sent email blast to mailing list
• Survey structure
• 40 questions (plus 9 additional for sweepstakes)
• 19 single choice 13 multiple choice 8 open
  ended
• Approximately 4,500 valid responses (out of
  6,841)
• Available to all ages
• Sweepstakes
• Open to survey non-participants (217) and anyone
  18

5
Profile of Respondents
Gender
Male (89)
n 4,542
Age

• Notes
• 2005 survey does not include under 18 category,
  which will affect the percentages

25 34 (35)
n 4,595
6
Profile of Respondents
Income
Evenly dispersed
n 4,280
Over 85,000 41
Education
College degree (34)
Some college or more 89
n 4,571
7
Profile of Respondents
Number of Children 18 or Under in Home
No children (55)
n 4,508
Specific Demographics
White/Caucasian (83)
n 4,516
Hispanic/ Latino 12
U.S. National (97)
n 4,559
British 1
Speak English at home (84)
n 4,530
Spanish 10 German, French, Portuguese, Italian
all at 1
8
Profile of Respondents

• Geographic dispersion

States with most respondents
19
19
25
34
3
INTL.
n 4,239
9
Objective 1Determine why people visit
ussoccer.com
10
Obj 1. Why people visit ussoccer.com
Other objectives satisfied 3

• Q2 In what capacity are you involved with
  soccer?
• 50 self identified as 3 or more categories

n 6,611
11
Obj 1. Why people visit ussoccer.com
Other objectives satisfied 2, 3

• Q9 How many U.S. National Team matches (mens,
  womens, and/or youth) did you follow on
  ussoccer.coms MatchTracker in the last 12
  months?
• 72 used MatchTracker at least once

n 5,930
12
Obj 1. Why people visit ussoccer.com
Other objectives satisfied 2, 3

• Q15 Are there any features you would like to see
  on ussoccer.com that are not there now?
• Major categories
• Streaming live video of matches
• More detailed statistics from games
• Video archive with past games to order on demand
• Player blogs and diaries
• Coaching drills and teaching tips
• Online coaching clinics
• Benefit These features could provide added
  utility that will drive ussoccer.com traffic

13
Obj 1. Why people visit ussoccer.com

• Q16 For which of following premium online
  content (not currently offered by U.S. Soccer)
  would you be willing to pay?
• 42 of respondents would pay for some kind of
  content
• Of the Other entries
• 49 said Streaming live video of matches (3
  overall)
• 27 said they would not pay for anything on site
  (2 overall)

n 3,487
14
Obj 1. Why people visit ussoccer.com

• Would be willing to pay

• Would NOT be willing to pay

Live video of the games so I dont have to
subscribe to 180 channels of rubbish to be
eligible to subscribe to the soccer channels
Soccer is not big enough yet to be charging for
these services. I dont think its wise to make
people pay for these services, especially if they
may just interested in what this game truly is
Pay per view all U.S. soccer games that are not
nationally televised. Or televise them all.
Live webcast with streaming video, they did it
for the Division III soccer championship so why
cant it be done for the US national team no I
should not have to pay for it since I did not
have to pay for the NCAA championship video
I would pay a monthly fee to be able to watch
live video of games over the internet. Still
these last few games have been in the middle of
the day and I am at work. So live video would be
a great feature
Live game video (wouldnt pay for press
conferences or interviews that are posted later
for free)
15
Obj 1. Why people visit ussoccer.com
Other objectives satisfied 3

• Q17 Please rate the following features of
  ussoccer.com based on their importance to you.
• Team news should be the websites core competency
• 97 of respondents said this was important mean
  importance 5.0
• Ussoccer.com should be the most complete and
  timely source for news

Avg n 4,375
16
Objective 2Ascertain visitor opinions of the
content quality and functionality of the website
17
Obj 2. Website content quality and functionality
Other objectives satisfied 1, 3

• Q9 MatchTracker feedback
• Popular feature 87 rated MatchTracker 2nd most
  important feature of ussoccer.com (Q17)
• Second to NT news and above All_Access Video
• Some usability issues
• 12 unsatisfied (Q13)
• 7 of those providing website feedback (Q22) said
  MatchTracker was slow, flaky, and/or technically
  inferior

I would love to see MatchTracker work for once
through an entire match. A lot of us follow
matches through bigsoccer.com since MatchTracker
is way behind or frozen during the big matches.
It seems like U.S. soccer doesnt have the
capacity in its servers to meet the demand.
It is painful to try and follow games via
MatchTracker
Live audio feeds of games would be a nice
compliment
18
Obj 2. Website content quality and functionality
Other objectives satisfied 1, 3

• Factors impacting MatchTracker usage
• Initial MatchTracker experience deters future use
• Number of matches available
• Quantity/Availability of televised games
• Types of games available (MNT vs. WNT)

• MatchTracker suggestions
• More user friendly, reliable
• Link on the main index menu
• Automatic scroll up when new updates arrive
• Text area is narrow and small, blank space on the
  screen
• Keep up with the game action
• Larger server capacity for non-televised games
• Sound effects game start, halftime and fulltime
  whistles, sound of a tackle, roar of the crowd
  for goals
• Live audio feeds

19
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q11 Please rate your level of satisfaction with
  each of the following features News, Notes, and
  Articles
• Editorials greater quantity, unbiased
• Team Pages least satisfied with updated YNT
  pages
• Calendar style master schedule
• All games, TV coverage, training access times and
  locations

Low Awareness
Avg n 4,798
20
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q12 Please rate your level of satisfaction with
  each of the following features Sights and Sounds
• Video recent official game highlights, larger
  in size for visibility, and streaming video
• Photos more variety of player pictures and
  vintage photos option to find by player name

Low Awareness
Avg n 4,864
21
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q13 Please rate your level of satisfaction with
  each of the following features Services
• Store greater selection, lower shipping rates,
  more jerseys offered, ability to use PayPal

Low Awareness
Avg n 4,379
22
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q14 Please rate your level of satisfaction with
  each of the following features Resources
• Only 25 and 14 of respondents were coaches and
  referees, respectively (hence the low awareness)

Low Awareness
Avg n 923
Avg n 510
Avg n 4,056
I would like to see more coaching demos and more
explanatory narratives when you show training
session highlights. I coach youth club teams and
any little tid bit that I can hear from the top
US trainers really helps put a lot in perspective.
23
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q18 Please rate your level of satisfaction with
  each of the elements of the website below.
• More player bios
• Bios of non-MLS
• players
• Coverage of US
• players abroad
• Cleaner website
• Clear workable links

Avg n 4,508
More up to date design of website. Less
complicated, easy to follow map like soccernet
would be helpful. Added news stories and
personal interviews that I cannot get at
soccernet.
24
Obj 2. Website content quality and functionality
Other objectives satisfied 3

• Q22 Do you have any other comments, suggestions,
  or complaints concerning the U.S. Soccer website?
• 15 provided positive comments

n 1,535
25
Objective 3Benchmark analysis with past data
26
Obj 3. Benchmark data with past results
Other objectives satisfied 1

• Q2 In what capacity are you involved with
  soccer?
• Administrator 10 drop
• Referee 10 drop

• Notes, Comments, and Caveats
• In 2005, Administrator was in the question ways
  you follow soccer

27
Obj 3. Benchmark data with past results

• Q3 Which of the following teams/leagues do you
  follow?
• Womens NT 16 drop
• Intl Pro Soccer
• General category this year

• Notes, Comments, and Caveats
• 2005 survey named only MLS as US Professional
  soccer
• 2005 survey listed specific intl leagues (e.g.,
  EPL, Serie A) and did not have any foreign natl
  team options (only open ended)

28
Obj 3. Benchmark data with past results

• In what ways do you follow or obtain information
  about soccer?
• Q4 Attend matches
• US Professional contained college data in 2005,
  which may account for the drop

• Notes, Comments, and Caveats
• 2005 survey combined college and professional data

29
Obj 3. Benchmark data with past results

• In what ways do you follow or obtain information
  about soccer?
• Q5 Media
• Q6 Additional

• Notes, Comments, and Caveats
• 2005 survey combined radio and internet radio

30
Obj 3. Benchmark data with past results

• Q7 On what TV stations do you watch soccer?
• Changed 2005 question, which asked for frequency
  of matches watched on television

31
Obj 3. Benchmark data with past results

• Q8 What are the three Internet sources
  (including ussoccer.com) you visit most
  frequently to obtain soccer information?

• Notes, Comments, and Caveats
• 2005 survey provided a list of sites, whereas
  2006 was open ended
• 2005 Club/league includes FIFA, EPL, Manchester
  United, UEFA

n 5,617
32
Obj 3. Benchmark data with past results
Other objectives satisfied 1, 2

• Q9 How many U.S. National Team matches (mens,
  womens, and/or youth) did you follow on
  ussoccer.coms MatchTracker in the last 12 months?

33
Obj 3. Benchmark data with past results

• Q10 Which of the following best describes how
  often you visit ussoccer.com?
• Upward trend of heavy use

34
Obj 3. Benchmark data with past results
Other objectives satisfied 2

• Q11 Please rate your level of satisfaction with
  each of the following features News, Notes, and
  Articles
• Satisfaction (2006) vs. Quality (2005)
• Direct comparison not possible

35
Obj 3. Benchmark data with past results

• Q19 Have you ever visited ussoccerstore.com?
• Q20 Have you ever made a purchase on
  ussoccerstore.com?

36
Obj 3. Benchmark data with past results

• Q21 Are any products not available that you
  would be interested in purchasing?
• Items are common themes by respondents and not in
  any specific order

37
Obj 3. Benchmark data with past results
Other objectives satisfied 2

• Q22 Do you have any other comments, suggestions,
  or complaints concerning the U.S. Soccer website?
  
• Demand for live video in 2006 surpasses fan
  enjoyment of ussoccer.com site

38
Obj 3. Benchmark data with past results

• Q23 Do you have any other comments, suggestions,
  or complaints concerning U.S. Soccer overall?
• 2006 survey separated overall comments about
  website and overall U.S. Soccer comments
• 2005 survey combined both elements

39
Objective 4Assess ussoccer.com visitors
unaided recall of U.S. Soccer sponsorsandObjec
tive 5Assess how likely ussoccer.com visitors
are to purchase sponsors products because of
their affiliation with U.S. Soccer
40
Objs 4 5. Sponsor data
Other objectives satisfied 3

• Q24 Please list all the companies you believe to
  be current sponsors of U.S. Soccer.
• Average number listed 3.9
• Average number correct 1.4
• Only 6 respondents named all 7 sponsors
• Only 1 respondent named just those 7
• Total companies listed 208
• Phillips recognition was still higher than others
• Expect reduction over next several years

n 3,227
41
Objs 4 5. Sponsor data
Other objectives satisfied 3

• Q24 Please list all the companies you believe to
  be current sponsors of U.S. Soccer.
• Lingering association between Phillips and U.S.
  Soccer
• Recognition level increased among top 4 official
  sponsors, though order did not change

42
Objs 4 5. Sponsor data
Other objectives satisfied 3

• Q25 How likely are you to purchase a sponsors
  product because of the companys affiliation with
  U.S. Soccer?
• If the respondent named the sponsor, was the
  respondent Very or Extremely Likely to purchase
  based on affiliation?

n 4,651
75
43
Objective 6Determine the types of technology
visitors use to explore what tools U.S. Soccer
might use in the future to connect with their fan
base
44
Obj 6. Visitors use of technology

• Q26 Which of the following mobile phone services
  do you use?
• 41 use their mobile phone for text messaging
• 9 receive sport score updates via text
• Common request for text messages promoting
  upcoming games
• 16 use their cell phone web browser to check
  sport scores
• 93 of other responses were Just talking

45
Obj 6. Visitors use of technology

• Q27 Which of the following television products
  do you own/use?
• 99 own a television 35 Digital 22 Basic 19
  Satellite
• 16 use Video On Demand
• 46 own/use a DVD recorder/player

46
Obj 6. Visitors use of technology

• Q28 Which of the following gadgets do you own?
• 54 own Digital camera/camcorder
• 42 own MP3 player which could be used for
  podcasts
• 18.4 of the people who own an MP3 player access
  free audio non-music downloads (i.e., Podcasts)

47
Obj 6. Visitors use of technology

• Q29 Which of the following video game consoles
  do you own?
• 83 of respondents own a video game console
• PC is most common answer (31) 27 own a
  PlayStation2
• Q30 Do you participate in online gaming using
  any of these devices?
• 25 participate in online gaming using devices
  such as a PC, PlayStation2, Xbox, Mac, or Xbox
  360 (total n 4,520)

48
Obj 6. Visitors use of technology

• Q31 Which of the following online services do
  you use?
• 43 use instant messaging
• 21 use social networking services online
• Opportunity to build brand community by
  supporting online social networks through
  ussoccer.com
• 19 of respondents currently use free video
  download

49
Overall Analysis and Recommendations
50
Overall Analysis and Recommendations

• Be leader in U.S. soccer realm
• Should be the authority for information on U.S.
  soccer
• Games, athletes, and programs
• Offer unbiased commentary
• Encourage fan avidity
• Detailed, timely information
• Live streaming video
• Leverage technology to reach fans
• Build online community of soccer fans

51
Overall Analysis and Recommendations

• Upgrade MatchTracker
• Greater reliability (increased bandwidth)
• Faster updating
• User-friendly functionality
• Reduce sponsor confusion
• Philips vs. Panasonic
• Large number of sponsors listed

52
Questions?