US: Premier League unveils augmented reality experience - Are the league’s fans big on AR?

The Premier League has partnered with metaverse consultancy Doppelgänger to release an augmented reality (AR) mobile experience ahead of its upcoming ‘Summer Series’ across the US later in July. The experience will run between July 22 and July 30, 2023 and involves six Premier League clubs participating in nine matches across various locations.

We look at YouGov data to see what Americans who have watched or followed the Premier League during the past year (i.e. Premier League fans) feel about technologies like AR.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - Premier League fans in the US are more likely than the general US population to agree that augmented and/or virtual reality allows people to experience products and services before they buy them (67% vs. 54%).

Further, a larger proportion of Premier League fans as compared to the general US population agrees with the statement that “AR is useful to people due to its real-world applications” (62% vs. 49%).

But 40% of Premier League fans and 37% of the general population also agree that they “don’t see any practical applications for augmented and/or virtual reality.”

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Tim Bechervaise on Unsplash