World Cup breaths life into radio and print, but over half of young people will be watching matches on PCs or laptops
Voxburner’s latest research looking into young people and their media habits during major sports events reveals that traditional media will be a staple go-to during this summer’s World Cup, alongside the expected digital channels.
A quarter of 16-24s (25%) will listen to the radio ‘all the time’ or ‘regularly’ for news, updates and match commentary during the World Cup, compared to 32% who will use a tablet and 48% who will turn to their mobile phone. 14% of respondents say they won’t really use a television set at all in relation to the tournament in Brazil. With an increase in streaming, over half (55%) of respondents will be watching matches ‘all the time’ or ‘regularly’ on their PCs or laptops.
There is also good news for print media with 15% of young consumers say they are more likely to buy newspapers during this summer’s World Cup.
If not watching a game, the majority of UK 16-24s (61%) are likely to head to a website such as Sky Sports, FIFA or BBC to get up to date news on the scores, whilst a fifth of respondents (20%) will check Twitter.
Commenting on the results, Luke Mitchell, Head of Insight at Voxburner, says: “It’s no surprise that followers will go to news websites for latest scores, but Twitter’s role in this World Cup will be interesting given its user numbers have doubled since 2010’s tournament to 255 million. It’s not all doom and gloom for traditional media channels with print and radio expected to get a boost. We know that young people have a heavy streaming habit, with the majority using their laptops as televisions, so they are expecting to find matches online.”
Shannon, aged 20 from Edinburgh adds: “I’m forever watching something on my tablet whilst doing something else. I’m starting to wonder how much of my life is actually spent in front of a screen.”
Jess, aged 19 from Coleraine, says: “I tend to use the computer for catch up TV, despite having SKY+ – and the ability to record programmes. There is only so much you can record at the one time, and I find it more relaxing to just lie in bed, phone charging, and watch something.”
The full research on young people, sports events and brands can be downloaded for free on the Voxburner website.