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eMarketer estimates that 69.9 million consumers in Brazil will use the internet on a mobile phone this year, representing just 34.5% of the country’s population. As a result of this low penetration, most World Cup fans in the host country won’t be logging online on a mobile device to keep up with the tournament.
According to research released earlier this month by Kantar Media, just 14.9% of internet users in Brazil who were “highly interested” in following the 2014 World Cup planned to stay up to date with the tournament by using an internet-enabled mobile device to live stream games/events or videos of highlights and news. Just 11.3% said they would follow the World Cup by reading about the tournament on a smartphone, tablet or similar device.
Other digital channels fared slightly better. Though television was No. 1 for following the 2014 World Cup among respondents, nearly two-thirds said they would keep up by reading about the tournament online via a computer or laptop. More than one-quarter planned to live stream games, highlights and news on a computer or laptop.
A May 2014 study by Ipsos Global @dvisor found similar results, though interest in mobile and online channels was far lower. Just 3% of 16-to-64-year-old internet users in Brazil who planned to watch the World Cup said they would do so on a mobile device or tablet, and 8% intended to view the tournament on the internet. In comparison, 75% planned to watch on TV.
As World Cup followers in Brazil watch their country’s team kick of the Round of 16 tomorrow, it looks like they’ll be turning on the tube to do so.
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