World Cup fans over-index on multiscreen video behaviours
Michelle Clancy
| 13 June 2014
World Cup fans will be watching the 2014 games across multiple devices, often simultaneously, according to an analysis from Experian Marketing Services.

The research shows that such viewers are 31% more likely than average to watch online video across multiple devices, with 64% of adult fans watching online video during a typical week, compared with 49% of all adults.

World Cup fans over-index in almost every aspect of digital video usage. They are 60% more likely to use their phone to keep up with sports; 65% more likely to stream video from a work computer; 20% more likely to multitask while watching TV; 37% more likely to use a digital tablet; and 60% more likely to use sports apps on their phone during a typical week.

"Adult fans of the World Cup don't need a TV to watch video," said Bill Tancer, general manager of global research at Experian Marketing Services. "This is a digitally and technologically savvy audience that doesn't care how they watch their favourite programmes, just as long as they are able to watch them. Expect to see the 2014 World Cup broadcasted everywhere the fans are this year, whether that's at their desk computer or during their morning commute."

The analysis also reveals that World Cup fans are 29% more likely to have a strong connection with branded goods and services placed in the context of TV shows.

"The World Cup is a unique event for viewers, but also for marketers because it attracts a fully engaged, globally diverse audience that loves to shop and engage with brands for an entire month," said Tancer. "It's not just that they are aware of and engaged with branded products; they also are more likely to buy those products. Interestingly, we found the opposite in our analysis of Olympics viewers."

What do these viewers like to buy? World Cup fans are frequent shoppers overall, but they have an affinity for upscale stores like Neiman Marcus, Lord & Taylor, Brooks Brothers, Nordstrom and Saks. They also shop at athletic stores like REI, Foot Locker, Modell's and Nike, and electronics stores like Apple.