In case you hadn’t noticed it, the FIFA World Cup is taking place in Brazil at the moment and this will be the first tournament where the sweeping advances in mobile technology and services, since the last World Cup, will be put to the test.
While Ireland may not be in the tournament, Irish football fans will be watching on TV and mobile according to a new piece of research published by IAB: 2014 World Cup: A Global Mobile Perspective.
Research carried out by IAB in 11 countries including Ireland shows that 48% of people will use their smartphone to watch/follow the World Cup, second only to TV viewing at 63%.
There is also evidence to suggest that consumers will be dual screening (TV and Mobile) with 37% saying they will use their device at half time (35% Ireland), while 35% globally will use it throughout the game (39% Ireland).
The research was carried out by IAB’s across the eleven markets between April and May 2014. Some 5,500 interviews were conducted with adult football fans, who owned a smartphone. The research was conducted via a mobile survey by research agency On Device Research.
Spotlighting a strong opportunity to reach those soccer / football fans through mobile marketing, the research shows that over a third (37%) of those surveyed globally already positively interact with mobile ads on a daily basis. In Ireland the figure was 29%. It also found that 68% are willing to pay for World Cup content while the figure for Ireland was 63%. The survey also shows that 90% of consumers intend to share their World Cup experience via social media with the comparable figure for Ireland standing at 87%.
To download a copy of the Infographic that accompanies the IAB research click HERE