IAB: Smartphones will have the main role during the 2014 FIFA World Cup

According to the international study 2014 World Cup: a global mobile perspective, made by the Interactive Advertising Bureau (IAB), football fans owners of Smartphone expect that their mobile devices have an essential role in their experience with the most awaited sports event.The investigation consulted football lovers and Smartphone owners of 11 markets in countries such as Australia, Brazil, China, Colombia, France, Ireland, Italia, Japan, Mexico, the United Kingdom and the United States. The poll revealed that 48% of those who plan to follow the event will use their phones to be updated about the World Cup matches, just after the TV with 63%.This represents a great chance to reach football fans through mobile marketing, since the study registered that 37% is already interacting positively with ads for mobile phones.Besides, more than the third quarters of the respondents (68%) are willing to pay for content video related with the matches in their mobile phones and 66% expect to share the emotion that surrounds the tournament through social media networks using their smartphones.”Smartphones will not be away from the World Cup this year,” Anna Bager, IAB’s Excellence Mobile Market Center VP, assured. “This study underlines that sport fans of the world are already open to mobile marketing and they are willing to take advantage of their phones.”