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UK youth market prefers Internet to mobile for World Cup
World Cup 2010 - 27 June, 2006
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Online is proving a very popular platform for the United Kingdom youth market, three times more so than mobile.
Kevin Alavy, senior analyst at Initiative Futures, wrote that online has been three times more popular than mobile, which is scoring poorly as a way of following World Cup 2006 action.
Initiative's Real Youth panel, monitoring the media and consumer behaviour of 16- to 24-year-olds, found as many as 26 percent of the 16 to 24-year-old age group claimed to have watched World Cup 2006 matches or highlights online, compared with only 8 percent using mobile phones to access the same content.
England 1-0 victory over Ecuador had more than 1 million visits to a sports or gambling website on the day. The figure was the highest so far, beating the 979,188 who visited on the Saturday England met Paraguay in their opening match.
As consumers are faced with more media than ever before to interact with, it is critical for advertisers to understand which media are most appealing to consumers and which they should invest in.
Watching the World Cup online has also been received very favourably, with 69 percent of those who had accessed World Cup 2006 action online rating the service as good or very good.
Mobiles fared less well, with respondents six times more likely to rate the experience as "bad", compared with online.
Consumer experiences of identical content can be greatly influenced by the media they use. Mobile phones have the advantage of greater portability, but it is much easier and arguably more enjoyable to follow football online on a computer monitor than on a smaller mobile phone screen.
Broadband is becoming more prevalent in the UK, particularly with technological advancements making the service even faster and cheaper. Soon enough, consumers will also be able to access the Internet from most any location using Wi-Fi technology.
With one quarter of the youth market in the UK already watching the World Cup online, these developments could lead to an explosion in the online audience for World Cup 2010, affording a great opportunity for advertisers to connect with consumers.
Kevin Alavy, senior analyst at Initiative Futures, wrote that online has been three times more popular than mobile, which is scoring poorly as a way of following World Cup 2006 action.
Initiative's Real Youth panel, monitoring the media and consumer behaviour of 16- to 24-year-olds, found as many as 26 percent of the 16 to 24-year-old age group claimed to have watched World Cup 2006 matches or highlights online, compared with only 8 percent using mobile phones to access the same content.
England 1-0 victory over Ecuador had more than 1 million visits to a sports or gambling website on the day. The figure was the highest so far, beating the 979,188 who visited on the Saturday England met Paraguay in their opening match.
As consumers are faced with more media than ever before to interact with, it is critical for advertisers to understand which media are most appealing to consumers and which they should invest in.
Watching the World Cup online has also been received very favourably, with 69 percent of those who had accessed World Cup 2006 action online rating the service as good or very good.
Mobiles fared less well, with respondents six times more likely to rate the experience as "bad", compared with online.
Consumer experiences of identical content can be greatly influenced by the media they use. Mobile phones have the advantage of greater portability, but it is much easier and arguably more enjoyable to follow football online on a computer monitor than on a smaller mobile phone screen.
Broadband is becoming more prevalent in the UK, particularly with technological advancements making the service even faster and cheaper. Soon enough, consumers will also be able to access the Internet from most any location using Wi-Fi technology.
With one quarter of the youth market in the UK already watching the World Cup online, these developments could lead to an explosion in the online audience for World Cup 2010, affording a great opportunity for advertisers to connect with consumers.
Source: euFootball.BIZ © Copyright 2006 -
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