Sport is at its best when it’s live, and Twitter will be the ideal partner for cricket fans wanting to hear the roar of the crowd during the Cricket World Cup (#CWC15). Because Twitter is about moments, it will also present the perfect opportunity for brands to connect with consumers.
How Aussie Twitter users will watch #CWC15
As recent research from @Nielsen suggests, Twitter is the second screen whilst watching TV, creating a space where fans and experts can engage in live commentary – in the moment – across sports:
Additionally, half of the top ten most-Tweeted moments in Australia in 2014 were about sport.
To better understand how Aussie cricket fans will use Twitter during the #CWC15, we commissioned the Cricket Moments Study* and the results are pretty clear: Twitter users love cricket!
More than half of Australian Twitter users are fans of cricket, and most of them will follow the #CWC15:
The research also found that most cricket fans on Twitter come from a relatively younger demographic:
Throughout the #CWC15, Twitter will carry the roar of the crowd as fans inside the stadium – and those watching at home, online or in pubs around the nation – Tweet their response to the action.
During the matches, Aussie Twitter cricket fans say they will Twet about the big moments — the wickets, a big innings, or when their team wins or loses. They also engage with the wider fan community on Twitter, and even the players of the competing teams.
Driving brand engagement during #CWC15
Cricket fans on Twitter follow an average of 22 brands on the platform, so their enthusiasm for cricket also creates multiple opportunities for brands to interact with these users on Twitter. In fact, many users say they are more likely to engage with a brand who is Tweeting about #CWC15.
In the lead up to the tournament, cricket fans are already interacting with brands on Twitter:
So how can brands make the most out of the #CWC15? Here’s our three tips:
Source: Cricket Moments Study, Twitter and TNS Singapore, January 2015
Base: Screener incidence - those intending to watch Cricket World Cup (Australia)