UK consumers plan mobile World Cup

27 May 2014

LONDON: The UK population will be turning to mobile phones and social media to keep up to date with the latest football news from Brazil during the upcoming FIFA World Cup, according to a new survey.

Work.shop.play., the online community, undertook research among 1,878 people living in cities, and discovered that 53% would be utilising smartphones to find out what was happening at the tournament.

Overall, fully 85% of those surveyed planned to follow the tournament online in some form, with almost one in five (18%) intending to watch full games on the web.

That figure was higher among 16-34-year-olds, some 22% of which anticipated watching full games on their tablets, while nearly half (47%) expected to catch up with match highlights in this way.

Another 41% of all respondents cited social media as a source of information, and almost a quarter (24%) will be using sites like Facebook and Twitter to get score updates. More than one third (38%) indicated they would rely on television for this information.

Simon Harrington, marketing director at Exterion Media, an out-of-home agency which owns work.shop.play., contrasted this approach with the 2010 World Cup in South Africa.

"For the first time, internet and mobile are going to play key roles in how we digest news and follow coverage of the games," he told The Drum.

Given his agency's particular area of operation, Harrington was also interested in the World Cup-related media habits of consumers outside the home.

"Almost a quarter say that they plan to follow the competition while on public transport, a statistic which increases to 38% in the 16-34 age group," he noted.

"We expect consumers, and Londoners especially, to make the most of free WiFi on the London Underground to stay connected and share in the excitement the World Cup brings," he added.

Lena Roland, Warc's knowledge officer, has been blogging about marketing and sponsorship strategies that have successfully worked for major brands at previous World Cups and other major sporting events, based on information in Warc's database of case studies, articles and research papers.

Data sourced from The Drum; additional content by Warc staff