Where do sports fans turn first for information? The answer depends on the time of day, according to a new study by Burst Media. Early in the day, people rely on the Internet and newspapers in about
equal numbers, according to an online survey of 6,700 adults conducted in January. Before 9 a.m., 23 percent of respondents said they read local newspapers for sports information, while 21 percent
turn to the Web.
But during the workday, between 9 a.m. and 4 p.m., 35 percent of Web users consider the Internet their primary source for sports information. After 7 p.m., however,
45 percent of Internet users say they turn on the TV for sports, while just 20 percent say that the Web is their primary source of information for scores, standings, and the like.
Overall, more
than half--52 percent--of Web users go online for sports-related content at least occasionally, while 24 percent say they do so "frequently."
What do they do online? Fifty-two percent of those
who go to the Web for sports seek out scores, while 43 percent read news stories online. Twenty-five percent visit sites related to professional or semi-professional teams; 21 percent visit college
and university sites; 13 percent seek information for fitness and training; 13 percent read (or post to) blogs or other consumer-generated media; 12 percent visit fan pages; 10 percent research
equipment and memorabilia; and 9 percent participate in a fantasy sports league.