SOURCE: RadiumOne

June 12, 2014 10:00 ET

RadiumOne Survey Reveals Nearly Half of World Cup Viewers Will Watch This Year's Event Via Mobile Devices

Fans Will Favor Facebook Over Twitter for Updates and Sharing

SAN FRANCISCO, CA--(Marketwired - Jun 12, 2014) - RadiumOne, the intelligent advertising software company, today released new insights from the first of two World Cup surveys on the social sharing and content consumption patterns for this year's games. With the 2014 FIFA World Cup kicking off June 12, RadiumOne's survey found that nearly half (45 percent) of consumers plan to watch the games on mobile devices including smartphones and tablets -- creating a cross-device targeting opportunity for brands and advertisers to engage with millions of consumers on their preferred platform of choice. When it comes to social media, fans will access Facebook one third more than Twitter for sharing and finding information. RadiumOne's World Cup Infographic is available here.

Unlike previous games, this year's event carries the distinction of being the first social World Cup with an active base of 86 million Facebook users in Brazil alone, and one billion users worldwide. For the first time, Brazil will provide free WiFi at all 12 World Cup stadiums, promoting real-time social sharing of each match. Given the popularity and activity of both team and individual player's social channels, this year's World Cup will represent one of the largest and most diverse international online communities -- surpassing the Super Bowl and the 2010 World Cup. In fact, when asked if they plan on watching the World Cup, the majority (78.8 percent) of survey respondents intend to watch, although only half occasionally watch soccer games as a rule.

Key findings from the World Cup survey, which polled the opinions of 1,619 participants from 22 countries, include:

  • 1 in 4 people plan to stay updated on scores and news via their mobile device.
  • Adults 18-24 years old are 2.5X more likely to use multiple devices and 3X more likely to use mobile devices than adults 45-75+ for World Cup updates
  • Women show a higher level of planned mobile usage (WOMEN: 47.3 percent vs. MEN: 37.3 percent) to get World Cup related updates.
  • LinkedIn is the social platform that consumers will least likely share (6.7 percent) or seek World Cup information (11.1 percent).

In addition to this World Cup survey, RadiumOne will be tracking social sharing patterns throughout the event and will be distributing a post World Cup report. RadiumOne's full World Cup survey report is available upon request.

About RadiumOne
RadiumOne builds software that automates media buying, making big data actionable for digital marketers. RadiumOne uses programmatic advertising to connect brands to their next customers by incorporating valuable proprietary data about behaviors, actions and interests demonstrated by consumers across web and mobile touch points. Using these insights and intelligence, RadiumOne helps marketers activate customer engagement in real-time with relevant and personalized offers, messages, content and ads across devices, locations and screens. Based in San Francisco, RadiumOne has offices across the US, Europe and Australia. To learn more about RadiumOne, please visit http://radiumone.com.

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