Over a Third Already Positively Interact with
Smartphone-owning soccer fans across the globe expect their mobile devices to take on a pivotal role when it comes to their FIFA World Cup 2014 experience, according to "2014 World Cup: A Global Mobile Perspective," a landmark international study from the
Spotlighting a strong opportunity to reach these soccer/football fans through mobile marketing, the research shows that 37 percent are already positively interacting with mobile ads on a daily basis. Moreover, respondents that self-identify as a "football fanatic" – saying that they watch or follow as much soccer as possible, no matter the team, league or country – are even more likely to click on or engage with mobile ads at least once a day (50%).
Signs point to mobile video being a major driver of mobile use, and a potential revenue stream as well, with more than two-thirds (68%) willing to pay for video of game-related content on their phones. In addition, 66 percent expect to share their excitement surrounding the tournament via social media through their smartphones.
The study also demonstrates the importance of dual-screening on television and mobile devices, with 35 percent of fans surveyed anticipating that they will be turning to their mobile phones for game-related activities throughout watching the game on TV.
"Smartphones will not remain on the sidelines at this year's World Cup," said
When it comes to mobile advertising capturing their attention during the World Cup, respondents cite fun and entertaining creative as being of the utmost importance (33%). The relevancy of the product advertised is a distant second (17%), followed by ads featuring their country's team (16%). Trailing further behind are ads spotlighting a great moment from previous World Cup matches (14%), those featuring an athlete they like (11%), and ads from official World Cup sponsors (10%).
The research also uncovers key national differences on the World Cup fan playing field:
Football fandom is strongest in
The greatest number of consumers plan to stream matches on mobile phones in
Sports enthusiasts in the
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