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BizReport : Search Marketing : June 10, 2014

Google highlights mobile search behavior among FIFA World Cup fans

Football fans all over the globe are reaching fever pitch as the FIFA World Cup draws ever nearer. This year, fans watching from the UK are a different breed to those who watched the 2010 games. This year, fans are a lot more mobile savvy, according to new research from Google.

by Helen Leggatt

During the last FIFA World Cup, in 2010, fans were not as mobile-savvy as those who are gearing up to watch the 2014 schedule of games. According to Google, just 18% of searches for match information and player biographies took place on a mobile device.

In comparison, during the UEFA Champions League semi-final match earlier this year, 63% of searches were via mobile. And, says Google, behavioral changes in search have been noted. More searches now occur during a match, mostly after a goal is scored quite different to during the 2010 World Cup when search volume fell during the game while fans stayed glued to the match.

Known as soccer in the U.S., and football to most other fans around the globe, the sport's World Cup truly is a global affair. And, according to Google search analysis, it is the largest and most connected global sporting event. The number of Google searches for the Super Bowl and Tour de France - even combined - pale into insignificance compared with those for the FIFA World Cup.

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So, for marketers looking to target sports fans, the opportunity to engage really couldn't be any bigger.

Marketing across multiple screens is vital for the 2014 tournament. A study of World Cup fans in the U.S. by YuMe found that this year's event, which starts on 12 June and ends in July, will be a multi-screen event watched on television, desktop computer, tablets and mobile. In fact, YuMe says that such technology only serves to make the sporting event even more popular than it already is.

Image via Shutterstock

Tags: FIFA World Cup, mobile, search, sport

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