According to a new infographic that’s floating around, consumers are turning to social media just about as much as they are visiting dedicated websites for sports information.

The infographic, published by GMR Marketing, finds 41% of people surveyed visited social platforms like Twitter and Facebook for breaking sports news compared to 40% that still visit dedicated sports news websites.

(GMR Marketing)

Lumped together, online platforms make up over 80% of sports news consumption, compared to 13% of fans heading for the tube and 4% tuning in to sports radio.

It’s not clear if the survey included sports brands, like ESPN and CBS Sports, into their social and online factoring, but Vox’s SB Nation is just one of many online-only platforms that is gaining traction among sports enthusiasts — a platform that, unlike ESPN or CBS, has its full focus on the ‘net.

What’s attributing to social’s preferential rise among sports consumers over traditional media?

Two factors are likely at play: The frequency and speed at which sports news — or any news, for that matter — breaks online, and the elimination of the middleman (think reporters, anchors, columnists) that stand between the audience and the players. Social is providing a platform for fans to interact with athletes beyond the allotted sixty minutes that any call-in radio or television program might.

Click here to view the full infographic.