UK footy fans set to use mobiles the most during World Cup

This summer football’s coming home to fans in the UK via their mobiles, new research reveals.

58 per cent of football fans in the UK plan on using their smartphones to keep up with the World Cup, beating the global average of 48 per cent, according to research released by the Internet Advertising Bureau (IAB).

Over the past two months more than 5,500 adult football fans who own smartphones were interviewed for the study. The participants were spread across 11 markets: UK, USA, Australia, Brazil, China, Colombia, France, Italy, Japan, Mexico and Ireland.

More than a third of UK fans will be using their smartphones to stream matches, making the smartphone the second most popular way of watching matches behind television, reports mobilemarketingmagazine.com.

It was revealed that 32 per cent of UK fans will be checking scores on their smartphones, and 40 per cent will be using their mobile throughout the half-time breaks.

According to the study, 22 per cent said that they would engage with “funny and entertaining” mobile ads, with 25 per cent providing relevancy and special discounts as the reason they’ll interact.

Hannah Bewley, senior research manager at IAB, told iabuk.net: “This research provides great insights into just how much football fans in the UK will be engaging with the World Cup digitally this year. It’s great to see that mobile is going to be playing such a key role in football fans’ lives through the 2014 tournament.”