NEW YORK: Almost one-third (31%) of American soccer fans are more likely to use multiple devices to watch games from the FIFA World Cup 2014 and almost two-thirds (64%) plan to watch at least one game online, a new survey has shown.
Based on responses from 25,000 US adults, including Spanish-speakers, consumer insights firm Experian Marketing Services expected fans to embrace World Cup broadcasts across multiple platforms.
Specifically, it found 60% were more likely to use their phone to keep up with sports coverage, 65% were more likely to stream video from a work computer and 60% were likely to use sports apps on their phones during a typical week.
Furthermore, 37% were more likely to use a digital tablet and 20% were more likely to multi-task while watching TV, the report stated.
Bill Tancer, general manager of global research at Experian, suggested this was a sign of how mainstream digital viewing is becoming among American fans, who he said didn't care how they watched coverage, as long as it's readily available.
He added that the tournament, which started on June 12 and lasts until July 14, will also provide good opportunities for marketers.
"The World Cup is a unique event for viewers but also for marketers because it attracts a fully engaged, globally diverse audience that loves to shop and engage with brands for an entire month," he said.
Experian found that World Cup fans are 29% more likely to have a strong connection with brands placed in the context of TV shows, he stated, and they are also more likely to buy goods and services – unlike viewers of the Olympics.
Fans' online search behaviour will be monitored throughout the tournament, he added, and this has already revealed that ESPN Soccernet.com is the most popular website for updates while Cristiano Ronaldo of Portugal is the most searched player.
Separately, an infographic from Kantar Media about sports-related activity in Latin America has shown that 32% of Brazilians, who played football at some point over the past year, take part in promotions via mobile phones.
Data sourced from Experian, Kantar Media; additional content by Warc staff