Today our post looks at what people are doing as they watch World Cup games – drawing on data from Day 1 of the tournament collected via our Real-Time Panels in Brazil, the UK and USA.

Overall, it’s clear that the World Cup audience is a highly social one: exactly 50% of those watching games say that they’re checking social networks during matches in order to see what other people are saying.

As games are unfolding, a significant minority are also taking to social platforms in order to share their own views – a behavior which peaks in Brazil (38%).

Elsewhere, the “selfie society” continues to thrive. Nearly 10% overall say they’re taking pictures of themselves watching matches. Once again, this is highest in Brazil – suggesting that viewers in that country are the keenest to be heard and seen by others.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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