43% check football results on Twitter, 31% follow football games using social – what is the World Cup opportunity for brands?
A whopping 90 per cent of UK Twitter users plan to watch the World Cup, a study from GlobalWebIndex has found.
One in three UK Twitter users say they are more interested in the 2014 World Cup than they were in South Africa in 2010, while 87 per cent saying they plan to watch the games of live TV.
Twitter pointed out that with 49 per cent of UK Twitter users planning to watch all England matches, this provides an opportunity for brands looking to connect Twitter with TV.
Gordon Macmillan, editorial manager at Twitter UK, said: “With fans looking at the TV screen and at their mobile phones (80 per cent of UK Twitter users access the platform via a mobile), many are influenced by the messages that they see from brands.
“We know this from previous research that told us 56 per cent of Twitter mobile users are influenced by content on Twitter when they are buying a product or service. That means savvy brands, tweeting engaging and relevant World Cup content, will be able to connect with fans whether they are watching at home or away.”
He points out that 43 per cent of those surveyed check results of matches no Twitter, while 31 per cent use the platform for live updates while watching TV.
The research also discovered that one in six will retweet football related content, while 42 per cent follow footballers