Press Release: Irish Sports Fans Prepare for a Smartphone World Cup


Smartphones to play major role in 2014 world cup according to ground-breaking global research from IAB

Ireland is one of 11 countries participating in an International IAB study which has just been launched: 2014 World Cup: A Global Mobile perspective.

The research was carried out by IAB’s across eleven markets between April and May 2014. Some 5,500 interviews were conducted with adult football fans, who owned a smartphone across 11 markets (Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico, UK and USA). The research was conducted via a mobile survey by research agency On Device Research.

Spotlighting a strong opportunity to reach those soccer / football fans through mobile marketing, the research shows that over a third (37%) of those surveyed globally already positively interact with Mobile Ads on a daily basis (29% Ireland) and 68% are willing to pay for World Cup Content (63% Ireland).


Some other key take-aways from the global study are:

  • 37% of the sports fans in our sample click on a mobile ad daily, therefore targeting consumers via mobile advertising offers a gateway for brands – if ads offer relevance, deals and are of a fun/entertaining


  • 48% will use their smartphone to watch/follow the World Cup, second only to TV viewing at 63%.


  • Clear evidence that consumers will be dual screening (TV and Mobile) – 37% globally will use their device at half time (35% Ireland), while 35% globally will use it throughout the game (39% Ireland).  Meaning that smartphones offer a clear platform to facilitate multimedia campaigns and further consumer engagement.


  • 68% of consumers globally are willing to pay for World Cup video content (63% Ireland) – offering a potential revenue opportunity. 


  • 90% of consumers intend to share their World Cup experience (87% Ireland) and social media is seen as being part of, and enriching the World Cup experience for consumers.

View the World Cup of Mobile Infographic which highlight’s the main results and where the results for Ireland can be benchmarked against other markets. A full presentation of results is also available on request.


For further information please contact:

Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291.



A 20-question survey was designed and fielded by OnDevice Research in 11 markets (Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico, U.K. and U.S.). In each country 500 consumers who were 18-plus, owned or had access to a smartphone, follow football and plan to follow the World Cup were interviewed via their mobile device. All respondents were asked the same questions, with fieldwork taking place from April 22 – May 12, 2014.

In addition to IAB in the U.S., nine global IABs participated in the study: IAB Australia, IAB Brazil, IAB China, IAB Colombia, IAB France, IAB Ireland, IAB Italy, IAB Mexico and IAB U.K. The DA Consortium, a Japanese organization that provides leading display advertising and search solutions to agencies and advertisers, also took part in the research.


About IAB Ireland

IAB Ireland ( is the trade association for the Irish online advertising industry. As a not for profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.