If you build it, will they log on? Wi–Fi usage and behavior while attending National Basketball Association games

Abstract

PurposeAlthough sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports venue consume via the provided Wi–Fi? and (2) What types of online activity behaviors do Wi–Fi users at sports venues exhibit?Design/methodology/approachThis empirical study reports stadia Wi–Fi data usage and consumer behavior from three National Basketball Association venues in the United States: Amway Center in Orlando, FL, Barclays Center in Brooklyn, NY and Target Center in Minneapolis, MN, over a course of 7 games per venue.FindingsThe findings suggest that Wi–Fi usage is more limited than anticipated. Users who do utilize the venue Wi–Fi do so for very short periods, with the vast majority of user duration lasting between 1 and 10 min. Additionally, the halftime period of games experiences the peak of Wi–Fi usage.Originality/valueBy increasing our understanding of Wi–Fi usage in venues, this study informs relationship marketing theory research and contributes to the sport management literature. Practically, a better knowledge of Wi–Fi usage is critical, as it constitutes a critical antecedent to develop online marketing strategies.

Going All in on AI

“…Sport organizations that pivot to a new technology without a structured plan are destined to experience ineffective or inefficient usage. For example, Naraine et al (2020) opined one of the reasons for significantly low WiFi usage at professional basketball games is the absence of strong relationship marketing and gamification strategies, clarifying the added value beyond the basic service to the consumer. A similar sentiment applies here; if AI, specifically NLP, is to be adopted, practitioners need to be cognizant of the added value to the consumer and how NLP can forge an enhanced relationship with the consumer.…”