The Influence of Data Analytics on User Engagement with Sports Platforms Among Young Adults in Andhra Pradesh

Author

Athuluri Saketh, Dr. K. Krishna Rao

Abstract

 This study examines the relationship between data-analytics features and user engagement with digital sports platforms among young adults in Andhra Pradesh. The research considers personalized content, real-time statistics, performance analytics, predictive insights and data-driven recommendations. A quantitative, descriptive, cross-sectional approach was adopted, using a five-point Likert-scale Google Forms questionnaire and convenience sampling. The supplied workbook contained 85 rows; its provenance sheet classified 55 as synthetic. Consequently, the empirical analysis uses 30 records identified as original responses. Descriptive statistics, Cronbach’s alpha, Pearson correlation and multiple regression were employed. Overall analytics showed a significant positive correlation with perceived engagement (r = 0.696, p < .001). The five-predictor regression was significant (R² = 0.603, p < .001), although no individual feature achieved a significant adjusted coefficient at the 5% level. Performance analytics showed the strongest bivariate relationship with engagement (r = 0.748). The study offers preliminary practical implications while acknowledging limitations of sample size, self-reports and observational design.

Keywords

data analytics; sports platforms; user engagement; personalized content; performance analytics; young adults; Andhra Pradesh.

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References

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