Abstract
In modern times of Industry 4.0, digital solutions are used in an increasing number of branches of the economy, and this also applies to sports. Generational cohorts provide a way to understand how different life experiences affect people’s views of the world. There is a new growing group of sports fans—modern fans—who have been functioning in the digital world since birth, and therefore have their specific behavioral patterns, habits, and expectations. For this reason the sports industry must adapt properly to continue to develop. This article aims to identify how consumers representing various generations on the Polish market consume sports products provided by digitized channels. The study focused on three areas: the source of information about the sport, devices on which consumers watch sports and the evaluation of the attractiveness of sports products (full games, game highlights and behind the scenes). The study was conducted in the form of an online survey in 2021, and 581 Polish volleyball fans took part in it. The results indicate that younger generations are more likely to get sports information from social media and less likely to watch games on TV than older generations.
Highlights
In Industry 4.0, digital solutions are used in an increasing number of branches of the economy, and this applies to sports
Digital transformation covers all sectors of the economy
Since the number of people who were born in the digital world is continuously growing, the sports industry must adapt properly to continue to develop
Summary
In Industry 4.0, digital solutions are used in an increasing number of branches of the economy Consumers have tools such as computers, smartphones, and tablets that allow them to obtain interesting content at a place and time of their choice. These tools are slowly replacing traditional television, especially among younger generations. Television is the main source of news for 65% of consumers, while the Internet plays such a role for 82% [2] This trend is evident in sports, where consumers under 50 are more likely to watch sports events online than on TV [1]. Consumers are more and more open to new solutions in sports, i.e., non-live content, highlights/short-form content, or team/athlete-generated content [1,4]
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