Mobile Apps to Drive World Cup Consumption Among Nigerians, Reveals Media Study

...as TV remains key medium to view Mundial

MEDIA CONSUMPTION

20- 06-2018
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In a study conducted by CampsBay Media and TWOREPORT, 28 percent of Nigeria football fans will track and consume information related to the World Cup through the use of mobile applications on their smart devices. The findings indicate that device users - smartphones and tablets - are more than likely to spend more on mobile data subscription during the period of the World Cup.

The penetration, and ubiquity, of mobile devices makes it easier to have content preference, when and where to watch such content. The multi-screen universe is fast making television to lose our full attention. Nigeria viewers watch content on an average of 2 devices at home on TV and/or on a smart device.

The research, based on an extensive online survey, reveals that while Nigerians ages 18-50+ are still largely consumers of content on TV (96%), 31 percent, across the age range, view content using their smartphones.

While out-of-home viewing could serve as an indicator of the passion Nigerians have for football, a near 8 in 10 respondents will prefer to watch the 2018 FIFA World CupTM Russia While out-of-home viewing could serve as an indicator of the passion Nigerians have for football, a near 8 in 10 respondents will prefer to watch the 2018 FIFA World CupTM Russia in their homes. The consumption behaviour of Nigerians during the FIFA Mundial is likely to see an increased pay-television subscription as well as a high number of audience in front of the TV.

“We conducted the research along with our partners at CampsBay Media, with a goal among a few in mind: to establish data on the media consumption habits of Nigerians particularly since this is the year of a World Cup, said TWOREPORT Head of Product Innovation and Principal Partner, Telema Davies. “What we find is insightful, and captures the need to engage with fans, from a business perspective, as consumers of sports media content.” Nigerians may not have transited into the cord-cutting era yet; but we want to have more power on what we view and how we view this content.”

Lolade Adewuyi, Chief Strategist at CampsBay, on his part, said, Among other findings, 55 percent of respondents said microblogging site Twitter, will be their preferred social media channel for engagement and live action experience in relation to the World Cup while 21 percent will make it an obligation to visit the website of global football governing body FIFA, and the digital media asset of the Nigeria Football Federation to stay updated

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