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BizReport : Mobile Marketing : June 29, 2010

British World Cup chat takes place on mobile, social media

How do football fans communicate with each other during the World Cup? According to new research from the IAB and ESPN their primary digital channels are social media and mobile.

by Helen Leggatt

fifa world cup south africa logo.pngChanges in media consumption are amply illustrated by the variety of ways in which people all over the world kept track of the World Cup this year compared to 2006. While any hardcore fan would be hard-pressed to take their eyes off a match in progress, it seems many are using multiple screens.

Football fans are now using mobile and social media to interact before, during and after games, and nowhere is this more evident than in football-mad Britain.

The research by the Internet Advertising Bureau (IAB) and ESPN in to the behaviors of 3,300 British sports fans was, luckily, undertaken during England's time in the World Cup, prior to their elimination by Germany earlier this week.

It found that texting is the most popular way for those watching the World Cup to communicate. Around 41% were likely to text a friend before a match, 42% during and 45% afterwards.

Overall, 27% were "more likely" to follow World Cup matches on their mobile phones while 8% were likely to watch games on their mobile phones.

When it comes to social media, 44% were likely to watch and share videos using sites such as YouTube, whilst almost one quarter (24%) were likely to visit dedicated Facebook Pages.

Meanwhile 18% of men planned to listen to podcasts and 18% said they would be downloading World Cup apps on their mobiles.

Looking to the future, over half (58%) of respondents felt that 3D television promises to be the next big thing in hi-tech football viewing.

Tags: football, mobile, social media, text messaging, World Cup

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