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32 per cent plan to track results
on their mobile phones. On an average
Chinese fans plan to watch over 11
nights of matches on television. 84
per cent plan to visit sports websites
for World Cup news. The games will
also be followed closely in Singapore
(84 per cent), Malaysia (82 per cent),
Australia (63 per cent) and Thailand
(59 per cent).
These
findings are contained in an Online
mPulse Survey by MindShare and Pulse
Group. The study notes that since
the last World Cup in 2002, penetration
of digital media, including the internet
and mobile phones, has increased substantially
across the region, and fans intend
to use both to track the matches.
More
than half of the respondents are likely
to visit websites to follow their
teams. Official World Cup websites
were cited as the most likely destinations
in Singapore (67 per cent), Malaysia
(71 per cent), Thailand (46 per cent)
and Australia (57 per cent). But Chinese
fans are most likely to head to other
sport websites (84 per cent).
A
surprising number of Asian fans are
preparing for 'World Cup information
on the go' using their mobile phones,
ranging from 32 per cent in China,
to 14 per cent in Singapore and Malaysia,
10 per cent in Australia and seven
per cent in Thailand.
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