SwipeStation reveals fans' attitudes when returning to sports stadiums

SwipeStation, today reveals fans’ attitudes on returning to stadiums in a post-COVID world. 

In the summer of 2020, SwipeStation surveyed 250 men and women who regularly attend live sporting events for their opinions on stadiums reopening their gates to fans. The company has now asked the same respondents how they feel a year on, uncovering what measures spectators would like to be put in place to make them feel safer and willing to spend more money in the future. 

Amongst its findings, the survey revealed that 42% of respondents will avoid paying with card when visiting stadiums bars, with a further 43% avoiding contact with staff when ordering and paying. In addition, over half (55%) of fans stated that they will steer clear from standing in a queue, which is down from 62% in 2020. This demonstrates that whilst the COVID-19 vaccine and the reduction in restrictions have eased fans’ concerns, these numbers are still a challenge for stadiums. 

Whilst adrenaline thirsty spectators are desperate to return to large scale events, the ability to order and pay on their phone, away from the counter is a top priority with 85% of respondents claiming this would affect their decision to visit a bar. What’s more, 78% stated that no queues at the bar or counter is one of the most important factors. These results highlight the opportunities to offer fans a safe, convenient and fast method of getting served to meet these ever-growing demands. 

It’s clear that spectators are embracing new technologies like never before, with a staggering 84% of those surveyed buying food or drink at a pub, bar or restaurant on their mobile device in the last 12 months. The pandemic has drastically advanced attitudes towards mobile ordering by a few years in just a few months, as 28% of respondents stated that this was the first time they had made a purchase on their mobile. Furthermore, 60% said they have used ‘Click and Collect’ services to buy food or drink, while 83% of respondents have used a mobile device to place a takeaway food order. 

Following this, SwipeStation surveyed how likely fans are to use ‘Click and Collect’ and In-Seat Delivery services at a large-scale event. Results revealed that on average 84% of spectators would use both of these services during their next visit, highlighting that if stadiums or sporting venues were to introduce mobile ordering services, fans will use them whilst watching their favourite team. 

Commenting on the survey, Adam King, CEO of SwipeStation said: “Across every sector of hospitality, it’s evident that the popularity of mobile payments has exploded since the COVID-19 pandemic began. Our research shows that these trends have drastically propelled our industry forward to where the future of payment is mobile. Whether it be a takeaway, a supermarket delivery or even a pint in the pub - we are all now buying food and drink on our phones.”