With the huge buzz surrounding the World Cup, this report places a spotlight on those who say they'll be tuning in for matches.
We divide this audience into two groups: Real-Time Fans, who claim they'll watch as many games as possible; and Part-Time Fans, those who say that they're either mildly interested and will watch a few matches, or that they'll be tuning in when they can but won't be following progress on a constant basis. We compare these two groups to those who are Not Interested - whether because they simply don't like football or because they weren't even aware that the World Cup was happening.
Drawing on our research program across 32 countries and nearly 90% of the internet audience, we look specifically at:
- The demographic breakdown of World Cup fans
- Their attitudes, interests and digital behaviors
- Usage and mobile internet
- The ways in which World Cup viewers say they interact with brands
- Their favored social networking platforms and activities
Clients can explore the digital characteristics of this group further by building an audience in PRO Platform - tailoring any element of the definition as required.
Please note: all data is taken from our Q1 2014 wave of research. Fieldwork was completed in March 2014, with a global sample size of 42,000 adults aged 16-64.