World Cup boost for mobile
The latest research from the IAB and ESPN reveals that 18% of 16-34 year olds with smartphones have downloaded a World Cup mobile app.
It also found that 43% of fans on the ESPN panel said they will use their mobiles whilst watching matches, rising to 62% amongst 16-34 year olds.
And 8% of fans are expecting to watch World Cup football on their phones.
According to a new forecast from ABI Research, worldwide mobile TV market revenues are expected to exceed $20 billion by 2015.
Jon Mew, head of mobile at the IAB, said: “This represents a sizeable chunk of people who have changed the way they consume ‘traditional’ media content.
“It obviously creates a host of new advertising opportunities and also makes it even more important that if a consumer chooses to interact with any advertising around the football – even for TV ads – it’s increasingly important that brands have a decent mobile experience and a site that can work across different handsets.”