Half Of Global Online Users Plan To Watch World Cup, Survey Finds

GlobalWebIndex research showed "almost half" of the world's online population plans to "tune into" the World Cup in Russia, according to John McCarthy of THE DRUM. The company surveyed 80,267 people from more than 40 leading markets, finding "numerous insights" on which marketers can capitalize. Notably, 47% of the online population "plans to watch" the World Cup this summer. More than half (55%) of male internet users will watch the World Cup "either online or TV." Just over one-third (37%) of female internet users polled said that "they would tune in." The event holds a "significantly greater appeal" than the Premier League across all regions. In Europe for example, the audience for the World Cup among internet users (47%) is "significantly higher" than that of the Premier League (25%). The apps that will be "most used" by World Cup viewers in Europe are YouTube (90%), Facebook (76%), WhatsApp (65%), Facebook Messenger (49%), Instagram (48%) and Twitter (39%) (THE DRUM, 3/28).