By hosting one of the world’s most famous football events ‘The Copa América,’ which was known until 1975 as the South American Football Championship, South America is the oldest continental football hometown, as well as the third most watched in the world when it comes to this sport. There is no doubt that all South Americans will hit the screens for the World Cup and support their countries till the end. Brazil was the first country that qualified for the World Cup and was followed by Argentina, Ecuador, and Uruguay. The tournament will kick off on Sunday, November 20th with Qatar facing Ecuador, which means all South Americans are eagerly waiting for the opening game. During the World Cup period, when screen habits will increase considerably, one question that comes to mind for the brands is how to capture the target audience through screens. In this research, we found out how mobile will play a key role as a first-screen during the games.
Digital Turbine surveyed viewers from around the LATAM region to sort out screen behaviors, device preferences, and time spent on apps during this term.
Brazil World Cup Viewers
We all know that all Brazilians are born with football in their heart, no matter their gender or age. When we break demographics down by age and gender in Brazil, females will be the majority with a very high rate of 62%. Viewers of all ages will follow the World Cup, not surprisingly, but the 25-34 age group is among those who will follow the most with 38%. Considering that Brazil has very famous and talented players in every league of the world, it will be an event where people of all ages and genders will come together with feelings of excitement to watch them in the World Cup.
Big screens like TV/cable and connected TV will remain the first preference for watching the World Cup, but smartphones are following these screens with 46%. As smartphone screens expand, watching content has been easier than ever. Also, there’s no doubt that mobile apps are strong contenders in terms of having full game content available.
In addition, the research results show that 46% of respondents said they invest more time in sports apps during soccer events like the World Cup, while 32% said they invest the same amount of time as they normally would. In terms of following the game content on multiple devices, 31% of respondents look for game or player information on websites, while 29% look on apps. When we asked viewers about their device preferences during the World Cup, 82% of Brazilians said it is essential for them to keep up with the World Cup on multiple devices.
To view the full infographic about Brazil, click here.
Argentina & Mexico World Cup Viewers
In Argentina and Mexico, when we asked viewers about their mobile behaviors during the World Cup, 57% of them stated that they will use their smartphones to browse sports apps, 45% will browse social networks, 30% will share photos & videos, and 27% will order food via their mobile devices.
Another concept for brands to focus on is the types of apps that viewers will use while following the World Cup games. The majority (47%) of viewers will spend their time in news/sports news apps, 21% in communication apps, 17% in social media apps, and 3% in fantasy sports apps.
When it comes to the type of ads viewers want to see during the World Cup, 76% said funny ads. It’s indeed significant for brands to deliver funny ads because 80% of World Cup viewers state they are likely to consider buying a product that they have seen advertised, and 41% of them said they are likely to look up an ad and watch it again. Regarding product buying behaviors, 59% of them said they would consider buying an advertised product after seeing the ad that same day or 2-3 days later.
To view the full infographic about Argentina & Mexico, click here.
As a result of the LATAM research, the World Cup period awaits brands to take advantage across mobile screens in terms of reaching their audiences. It will be a season of high engagement for brands that advertise in apps, as proven by the survey results. Most of the viewers are open to engaging with the interactive ads and even buying a new product that they have seen advertised if it relates to them. Considering the app behaviors of LATAM World Cup viewers, no one can deny that time spent on mobile apps will be high during the games.
Check out the full infographics below! Click on it to view/download the full-size version.
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