Webloyalty World Cup 2014 Consumer Research

LOOKING AHEAD…
FOOTBALL AND RETAIL
UK CONSUMER SPENDING
WEBLOYALTY & CONLUMINO
JUNE 2014

Introduction
© 2014 Webloyalty & Conlumino
enquiries@webloyalty.co.uk | 020 7291 8720
Looking ahead ... The World Cup
June 2014
Webloyalty
19-21 Great Portland Street W1W 8QB
020 7291 8720
enquiries@webloyalty.co.uk
www.webloyalty.co.uk
Conlumino
7 Carmelite Street, London EC4Y 0BS
020 7936 6654
hello@conlumino.com
www.conlumino.com
This research has been commissioned by Webloyalty to provide retailers with
insight into the FIFA World Cup.
About Webloyalty
Webloyalty is a leading reward programme provider working with major online retailers to help them
build stronger, more profitable relationships with their customers. Through our membership
programmes we help our online retail partners’ customers save hundreds of pounds a year while
providing the partner with an additional revenue stream. As well as incentivising customers to make
repeat purchases at the partner’s site, members can also earn cashback and get great deals on everything
from fashion to electronics to travel at hundreds of top online stores.
Webloyalty was established in the UK in 2007 and has since expanded into France, Germany, Spain, Italy,
Ireland, Brazil and the Netherlands.
About Conlumino
Conlumino is a retail research agency and consulting firm. Our work focuses on all aspects of retailing
and consumer behaviour, which we deliver through bespoke reports, projects and presentations. We
work with many of the world’s leading retailers, property firms and those in the financial sector to help
them maximize success through developing a thorough understanding of the sector and its likely future
performance.
Foreword

The world cup
Consumer views and behaviour

The World Cup
Page
4
June 2014
World Cup summary
A captive audience
With over half the population intending to actively watch the World Cup, retailers have a captive audience to which they can
cater. Given the timing of the games, this is all the more so since the majority of people are intending to watch from home –
which means they are likely to buy snacks, food and drink to consume while watching.
Get a new TV set
With a lot of recent investment in new televisions (thanks to thinner screens, digital upgrades and new technological
advances) it is not surprising that relatively few people are planning to buy a new television for the World Cup. Nevertheless,
1% does translate into a sizeable opportunity for retailers.
Overpriced
There is a widely held view that replica shirts are overpriced. Almost 79% of those likely to buy shirts say that they have been
deterred by the high price points. When asked what a reasonable price for a shirt would be, the majority of consumers think
below £30 is fair. On average, they believe £20 is a fair price point. 78% of us wouldn’t have bought one regardless of price.
A boost to retail
Overall, we estimate that the spending around the World Cup will be worth £814m. Most of this will be on food and drink.
Naturally, some of this will be spend that is reallocated from other areas – for example normal food spend – however, there
will be an overall boost to retail spending thanks to the tournament.

The World Cup
Page
5
June 2014
Views on the World Cup
What is your attitude to watching the World Cup?
All ﬁgures are percentages
Almost 18% will actively avoid watching the World Cup
5.0
22.3
14.5
4.3
5.8
8.8
21.6
17.8
I plan to watch
every game
I’ll be following it
as much as I can
I’ll just watch the
England games
I’m most
interested in
watching the
semis and the
ﬁnals
I’ll watch a few
games socially
with friends
It will be on at
home but I’m not
that interested in
it
I will not be
watching any of
the World Cup
I will actively go
out of my way to
avoid seeing the
World Cup
Just over half of people
(51.9%) are actively
interested in the World
Cup and plan to watch it, at
least socially.
Almost 9% will have the
World Cup on in the
background but are not
that interested in it.
Around 39% will not watch
the World Cup or will
actively go out of their way
to avoid seeing it.

The World Cup
Page
6
June 2014
Viewing locations
Where will you watch the games?
Most people will watch the games at home
93.9
23.1
18.5
2.9 2.5 1.9 1.0
At home At a pub At family or
friends’ places
At work At a club Other location At a cafe
The vast majority of people
will watch at least some of the
games at home. A quarter will
watch at the pub, while around
19% will visit friends or family
to watch some of the games.

The World Cup
Page
7
June 2014
Viewing medium
How will you be watching the games?
Very few people will watch the games on a mobile device
93.4
29.3
7.8
2.8
6.7
Live on TV Highlights package on TV On a computer/laptop On a mobile device I’ll record a game / games
to watch after they are
played live
Most people will be watching
the games live on TV. Viewing
on mobile devices will be
relatively limited, with just
under 3% saying they will use
this method.

The World Cup
Page
8
June 2014
Buying activity
What sort of things will you buy for the World Cup?
A fifth will buy snacks to eat at home, but only 1% will buy a TV
Snacks to consume at home 20.4
Alcoholic drinks to consume at home 17.9
Alcoholic drinks consumed out of home 10.0
Pizza and other fast food to consume at home 8.7
Non-alcoholic drinks to consume at home 7.5
Snacks consumed out of home 6.2
Ready meals to consume at home 3.8
Other food and drinks to consume at home 3.8
Pizza and other fast food consumed out of home 2.9
Non-alcoholic drinks consumed out of home 2.8
Other meals and food consumed out of home 2.6
Replica football shirts/kit 2.0
Official stickers 1.7
Tournament or team themed Tshirts 1.4
Official books or guides 1.0
Tournament or team themed mugs 1.0
A new TV to watch games on 1.0
Tournament or team themed scarves 0.8
Tournament or team themed sweatshirts/other shirts 0.7
Tournament or team themed posters 0.7
Other tournament or team themed souvenirs 0.7
A new laptop/computer to watch games on 0.7
Other homewares or furniture items 0.7
Other tournament or team themed clothing 0.5
Tournament or team themed keyrings 0.3
A new sofa to sit and watch the games on 0.3
Tournament or team themed ties and accessories 0.2

The World Cup
Page
9
June 2014
World Cup spending
Breakdown of World Cup spending
In total, people will spend £814m on the World Cup
Total World Cup spend:
£814m
World Cup food spend:
£271m
World Cup electricals spend:
£359m
World Cup clothing and
souvenirs spend:
£184m
In total, we forecast that
consumers will spend some
£814m on the World Cup.
Although relatively few people
will buy electrical items, the high
value of purchases means this
category will see a solid boost in
spending to the tune of £359m.
Food will also be a major
beneﬁciary with consumers
splashing out £271m on snacks
and drinks.

The World Cup
Page
10
June 2014
Football shirts
How much do you think it is fair to charge for a replica football shirt?
Most people think that paying under £30 for a shirt is fair
25.2
29.7
25.4
13.4
4.4
1.0
0.3 0.1 0.0 0.5
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Less than
£10
£10-£19.99 £20-£29.99 £30-£39.99 £40-£49.99 £50-£59.99 £60-£69.99 £70-£79.99 £80-£89.99 £90-£99.99
On average, people think that
£20.05 is a fair price to pay for a
replica football shirt. Very few
people think that paying above
£40 is reasonable.
£20.05

The World Cup
Page
11
June 2014
Price of football shirts
Has the price of the England replica shirt deterred you from buying one?
18% of people have been deterred from buying a shirt by the price
17.7% 4.8%
Yes No Would not have bought
anyway
77.5%
Overall, just under 18% of consumers say that they have been
put oﬀ buying a replica England shirt because of the cost.

Methodology
About the research

Methodology
Page
13
June 2014
Methodologies and sources
•  A combination of consumer research, secondary research and market
forecasting were used to compile this report.
•  Consumer research in this report is based on a survey conducted with a
UK nationally representative poll of consumers. Over 2,000
consumers were interviewed during early May 2014 and questioned
about their views on the World Cup and their intentions for this.
•  All numbers relating to expenditure and forecast expenditure of
gadgets are taken from Conlumino’s own retail model. This is updated
on an ongoing basis with inputs from oﬃcial sources (such as the BRC
and ONS), retailers’ results and trading updates, other secondary
sources and industry surveys, Conlumino’s ongoing programme of
research into consumer spending and habits, and underlying economic
drivers and trends. Conlumino analysts both model and interpret this
information to provide guidance on the likely future direction of retail
expenditure at an overall, sector and category level.
•  Unless otherwise stated, all sources of information are derived from
Conlumino’s own research and should be referenced to Webloyalty/
Conlumino.

Conlumino
020 7936 6654
hello@conlumino.com
7 Carmelite Street, London EC4Y 0BS
Webloyalty
020 7291 8720
enquiries@webloyalty.co.uk
19-21 Great Portland Street, London

Webloyalty World Cup 2014 Consumer Research

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