Television

Italians partial to World Cup mobile content

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MUMBAI: During the Fifa World Cup which took place from 9 June - 9 July 2006, Italians used their mobile to access content from the event more than any other European country.

Research firm Telephia's Q3 2006 European Subscriber and Device Report (ESDR) shows that six per cent of Italian mobile subscribers accessed World Cup content on their mobile devices, as compared to three per cent for French mobile subscribers. Not surprisingly, European 3G mobile subscribers posted higher rates for accessing World Cup soccer content on their phones at 14 per cent, while only three per cent of non-3G mobile users accessed soccer content.

Penetration Rate of Mobile Subscribers who accessed Fifa World Cup Content
Country Penetration Rate (per cent)

Country Penetration Level
Italy Six per cent
Germany Four per cent
France Three per cent
Sweden Three per cent
UK Three per cent
Spain Two per cent
Telephia VP new products Kanishka Agarwal says, "Soccer enthusiasts across the world are passionate about their sport, and European fans are notorious for their hardcore dedication in supporting their country's team. Italy secured their first World Cup title in 24 years with a penalty shoot-out victory over France, to the delight of Italian fans.

"The World Cup showcased how important mobile phones have become as a source of immediate information and relevant content for consumers, beyond just a tool to communicate. Soccer fans were able to tap into the frenzy of the games and show their connection and support for their favorite teams through their cell phones".

Content Type Share

Type of Content Share per cent
Received World Cup text alerts 38 per cent
Accessed World Cup news and information on the wireless
Internet 29 per cent
Downloaded a World Cup ring tone 19 per cent
Downloaded a World Cup wallpaper 15 per cent
Downloaded World Cup video clips 14 per cent
Downloaded a World Cup game nine per cent
Watched World Cup content on mobile TV Eight per cent
Uploaded World Cup pictures/images to the Web Eight per cent
Uploaded World Cup video to the Web Seven per cent
Placed a video call/Sent a video message Five per cent
Others Eleven per cent

Sky Sports was the most watched Mobile TV Channel in Europe for the Fifa World Cup. Eight per cent of European mobile subscribers who accessed soccer content on their phone watched via mobile TV. Sky Sports was the top channel, securing a 14 percent share of World Cup mobile TV users. Overall, World Cup content received through text alerts was most popular (38 per cent), followed by content through wireless Internet at 29 per cent. 19 per cent downloaded a World Cup ringtone, while 15 and 14 per cent downloaded wallpapers and video clips, respectively.

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