Five million UK adults will watch World Cup online

More than 5 million UK adults plan to watch the World Cup online, according to research by Starcom Mediavest Group.

Football

The media agency also estimates 2.6 million more adults will watch coverage online at work compared with four years ago, while office firewalls will mean many turn to mobile to watch games.

Starcom reported 1m 16-34-year-old men plan to watch World Cup coverage on their mobiles.

It expects the increase in people watching the World Cup online and via mobile will offer brands more advertising opportunities than ever before.

Richard Hartell, Starcom’s chief strategy officer, said, “There are huge opportunities to capitalise on three-screen multi-tasking. Brands that can connect experiences across TV, laptop and mobile offering people a richer experience with the games will win.”

James Tagg, Starcom’s head of mobile, said, “Mobile video is now a much better experience than the slow clunky clips you could watch four years ago. The uplift in mobile internet use will be huge and will reinforce the shifts in behaviours we’ve seen about how people access content.”

This story first appeared on New Media Age.

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