ABSTRACT

This research was conducted in behalf of the office of Competitive Sports in the Student Activities department. This study explored the students awareness and opinions of the schools competitive sports webcasts. A survey was constructed and sent to a simple random sample of 300 students to ascertain the percentage of students who have seen the webcasts, the general interest in watching the webcasts, and possible improvements that would generate more interest in the student population. Associations between this real-world model and past research were considered. Survey data was analyzed using Microsofts Excel software and with several statistical tests. Implications of the study for timing, audience outreach, and delivery of the webcast were discussed. Suggestions were made on how to increase viewership and improve user experience were made. Data indicated very little of the student population was aware of the webcasts, let alone interested. Students who were interested, however, indicated that the sports they most preferred to watch was volleyball and football, either in the evening or at night. Gender had no correlation with interest in the webcast. Students indicated that they would prefer to watch highlight reels over team features or a youtube channel. Assuming not enough has been done to advertise the webcasts to the general student population, students were asked where they get the most information from the school. Students indicated that the most effective way of getting information to them is through their school email or as an advertisement on the my.byui.edu homepage. Knowing these general feelings within the student body is a massive step in beginning to enhance awareness and the student experience in Competitive Sports webcasting.

BACKGROUND
Several studies have been conducted on predictors of webcast viewing. In one study of the Beijing Olympics, men watched the various sports online more than women. (Tang and Cooper 2012) In another study by the same authors, the amount of time that individuals spent watching television online, perceived benefits of watching the Olympics online, time spent following sports news online, and preferences for various Olympic sports predicted audience viewership of Olympic content broadcast over the web. (Tang and Cooper 2011) Other ways to increase involvement with a website include connecting users perception of usefulness, perception of enjoyment, perception of trustworthiness, and psychological commitment to a team to the site. (Youngjin, Yong and Claussen) Researcher C.A. Lin suggests that fluidity of the website experience positively correlates with webcasting adoption (Lin 2004) and that age, income, education, and gender had no effect on webcast viewing habits. (Lin 2006) In the same study Lin found that those that said they were venturesome or novelty-seeking were heavy adopters of webcasting, and that those that sought escape and diversion, news and information were almost invariably in the adopting group. Yang and Chan-Olmsted found that respondents older than 20 were slightly more likely to watch webcasts than those 20 or younger. (Yang and Chan-Olmsted) They also discovered that only 11.4% of webcast users watch sports online. Those that spend more time online and listening to the radio are slightly more likely to watch webcasting. Also, adopters found is easy to watch programs via webcasting or to learn how to do so. Competitive Sports Activities is aware of how many individuals visit the webcast. Their raw Google Analytics data on June 15th 2013, for example, shows 560 unique visitors to the site. Most of the websites visitors arrive for the day of the broadcast games. However, it is not known how many of those visitors are students, how many of those visitors are affiliated with Competitive Sports, or what percentage of the general population of students is aware of or watches the webcast.

METHODS

The survey was designed in Qualtrics using a combination of slider scales, single and multiple answer questions, text entry and yes or no questions. The Skip Logic feature provided in Qualtrics was used to create a sensible flow depending on how the participant responded. The 18 questions students answered were directed at gaining an understanding of participants awareness of and interest in webcasts from the Competitive Sports organization. The BYU-Idaho University Policies and Procedures section 1-5 states: All surveys, questionnaires, questions for oral interviews, etc. must be approved before they are used at BYU-Idaho. In accordance with these policies, the survey was electronically submitted through the official school website to the Director of Institutional Research and approved for production and distribution. The Director of Institutional Research provided a random sample of 300 names to solicit for participation.

Emails were sent to the random sample through the official school email via blind carbon copy. The first email included an informed consent, contact information for a member of the research team and a brief disclaimer explaining participants reserved right to decline participation or to answer only select questions. A few days later, another email was sent on the same template as the first, with expressed appreciation for those who participated and an invitation for those who had not to do so. Out of the 300 students solicited, 65 participated in the survey. Because there are 15,000 students that attend BYU-Idaho, a sample size of 65 has a margin of error of +/- 12.13%. Not only does Qualtrics provide its own reports, but the results were placed into Excel where responses were compared. Specific questions asked are listed in the appendix of the paper.

FINDING #1
There seems to be a disjoint between participation, awareness, and interest in the webcasts.
Interest By Awareness
1% 10% 19% 70%

FINDING #2
Interest in webcasts is proportionate between genders.

FINDING #3
The two sports that are most preferred to watch are volleyball and football.
Sports Preference
Basketball

FINDING #4
Students surveyed preferred to see highlight reels over team features or a youtube channel.
Preferred Webcast Features

FINDING #5
Students get most of their information about campus events and other information through student emails.
Sources of Campus Information
17%

Sources of Campus Information by Preference

22% 28%

29%

Student Email BYUI Homepage Friends

Total Participation

Interested In Webcasts

80 70 60 50 40 30 20 10 0

26% 28%

22% 28%

Flyers/Booths

36% Male 64% Female 64% Female

36% Male

Football Swim/Water Polo Tennis Volleyball Ultimate Frisbee

Interested & Aware Interested & Not Aware Not Interested & Aware Not Interested & Not Aware

Other/Soccer
0 2 4 8 6 10

Highlight Reels Team Features Youtube Channel Other

Preferred Live Webcasts

Preferred Recorded Webcasts

Preferred Webcast Time

0% 6%

RECOMMENDATIONS
Hold an earlier game from 5 - 8 p.m. and a later game from 8 - 11 p.m. on Fridays and Saturdays. Include football, volleyball, and basketball each night, if possible. Use student email updates and the BYU-Idaho home page to market the games and webcasts. Include the links to the webcasts on advertising and promotional materials. Feature highlight reels, create a YouTube channel, and spotlight teams and/or players. Use new platforms such as YouTube and the website to archive and rebroadcast games, highlights, and promotions.

Morning Afternoon Evening

53%

62% Female

38% Male

57% Female

43% Male

41%

Night