World Cup a Social Affair for Women in Germany - eMarketer
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World Cup a Social Affair for Women in Germany

Females more likely to follow the World Cup via social media

Lots of people in lots of countries like to follow their favorite sports via social media. In Germany, the situation is no different, and this certainly will be the case during the FIFA World Cup.

Digital Platforms Used to Follow the 2014 World Cup According to Internet Users in Germany, by Gender (% of respondents in each group)

While males in the country are more likely to use more digital platforms to follow the action, women in Germany should not be forgotten, particularly when it comes to social media. According to a June 2014 report from digital media sales house Tomorrow Focus Media, 38.9% of female internet users in Germany said they would follow the 2014 World Cup via social media—almost 10 percentage points higher than the proportion of male users who would do so.

Internet Users in the EU-5 Who Visit Social Network Sites Regularly, by Demographic, Aug 2013 (% of respondents in each group)

The report found that, in actual fact, good proportions of females in Germany were likely to utilize numerous digital platforms to follow the World Cup action. However, the fact that social media usage among this cohort outstripped male use is perhaps unsurprising. In common with other countries in the EU-5, social media usage in general is more popular among women. August 2013 research from Ipsos OTX and Ipsos Global @dvisor found that 56% of female internet users in Germany visited social network sites regularly, vs. just 47% of male internet users.

Women in Germany are clearly quite keen to follow the action in Brazil, and their established social media habits mean this channel is the go-to digital source for their World Cup needs.

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