Initiative Futures has released the results of its Real Youth panel which monitors the media and consumer behaviour of 16- to 24-year-olds. It “reveals youths are three times more likely to watch World Cup action online than on their mobile phones. As many as 26% of claimed to have watched World Cup 2006 matches or highlights online, compared with only 8% claiming to use mobile phones to access the same content”.
Which is not surprising, since the World Cup is an event that people seek out high-definition experiences for…watching it on a mobile phone would be for people who cannot possibly see it any other way. I can’t speak for all countries, but I know Mexico comes to a complete standstill when the team is playing (although admitedly, the airport was an exception, thankfully).
This little paragraph is more interesting: “Mobiles fared less well, with respondents six times more likely to rate the experience as “bad”, compared with online.” Exactly what that figure is isn’t elucidated, but it’s something that can be improved, even within the confines of the medium.
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