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35% of UK adults have heard of eSports, but only 7% are tuning in

35% of UK adults have heard of eSports, but only 7% are tuning in

September 28, 2017 | By Chris Kerr

September 28, 2017 | By Chris Kerr
More: Business/Marketing

A new report from international analytics outfit YouGov has shed some light on the level of eSports awareness in the UK and other countries.

YouGov's findings are based on a "naturally representative" study of 9473 adults from Britain, Germany, Australia, China, Singapore, and the U.S., although the results largely focus on the UK's 2087 participants. 

The study claims that around 35 percent of UK adults are aware of eSports, which accounts for around 18.3 million people. 

However, only one fifth of those aware had actually watched eSports coverage before. That equates to 7 percent of the UK population, or 3.2 million people, although only 60 percent of those respondents expressed interest in tuning in again. 

While those findings suggest eSports has a good basis in the UK in terms of awareness, the island nation is still lagging behind when compared with other countries.

As the table below shows, the UK is currently below every other nation featured in the study when it comes to awareness, with China and Singapore leading the charge by some distance.

For more insights, you can access the full report over on the official YouGov website.

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