The Euro 2016 football tournament looks set to capture the attention of Europeans this summer, with half (51 per cent) saying they will be checking digital sources daily and 88 per cent checking in at least once per week.
Research by programmatic marketing platform provider Rocket Fuel indicates that overall interest in the tournament will increase as the finals approach – 67 per cent will follow the group stages, 82 per cent for the Quarter Finals, then 90 per cent and 93 per cent for the semis and the final.
Digital media looks set to play a leading role with half of fans planning to use the Internet more than they have in previous years, and 57 per cent of fans set to access Euro 2016 content wherever they are. Online video is set to be popular with nearly half of Europeans planning to use it to catch up on games (51 per cent).
Respondents across all European countries stated their use of different devices will increase when the Euros are on:
Commenting, David Nelson, VP Product & Operations Europe at Rocket Fuel said: “Although English people aren’t feeling overly optimistic about England bringing home the trophy, Euro 2016 certainly looks set to offer a big victory to digital media, with this tournament becoming the first truly digital Euros. Consumers and fans across Europe will turn to online video and streaming like never before, and switch between smartphones, tablets, laptops and televisions throughout the day. Half of all fans across Europe plan to be always be connected during the tournament. Understanding consumer patterns – what people are watching, how they are watching and when – is vital to help us as an industry plan ahead and anticipate changing consumer demands.”