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Google finds multi-screening during major football events has more than doubled since 2010 World Cup

UK football fans are over two-and-a-half times more likely to search on mobile during major live events than other devices compared to four years ago, new research from Google has found.

The report, 2014 World Cup: What a Difference 4 Years Makes, found that those watching the 2010 World Cup were not “mobile savvy”, with just 20 per cent of searches for the game, players and teams taking place on a mobile device. Search query volume dipped during and peaked at the end of games as fans focused on the big screen.

By contrast, the report predicts that today’s football fans will engage with more than one screen during World Cup 2014 matches.

It found that during the recent Bayern Munich vs. Real Madrid 2014 UEFA Champions League semi-final, 53 per cent of UK searches took place on a mobile device, with the cumulative volume of mobile searches far surpassing those during the 2010 World cup final match.

Jordan Rost, insights marketing manager at Google, commented “We now know that digital interaction occurs in tandem with a football match, giving advertisers the opportunity to react and offer content to fans in real-time.

“Marketers need to take this second-screen opportunity seriously. With recent research finding that 25 per cent of UK men admit to shedding a tear during a football match, engaging with these passionate fans in the heat of the moment can be incredibly valuable for brands.”

The research also revealed that football is by far the most watched sport on YouTube globally this year, with 64.7m hours of related footage watched last month alone.

Worldwide Google search data shows there was more interest in the World Cup than the Olympics, the Superbowl and the Tour de France combined, even with the latter two taking place annually.

Google also found that Nike beat Adidas to become the most watched football ad on YouTube in the UK, racking up 72m views compared to 9m.

Natalie Mortimer

Natalie is The Drum's fashion, design, luxury and food & drink reporter.

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