Brazilians score on FIFA website
The official FIFA website achieved high global usage during the FIFA World Cup, with more Brazilian users accessing the website than any other nation, says Nielson.
For the month of June, the website was visited by 7% of Brazilians online, which accounts for 2.8 million people. The United Kingdom closely followed with 6.9% of people online and 2.7 million people. The third highest users were the Swiss with 5.6% (0.25 million people), despite their team being knocked out prior to the end of the competition.
The website also witnessed the most engaged audience in Brazil, as Brazilian visitors averaged 28 minutes on the site during June. The highest total visitors to the site came from the US (5.4 million people or 2.8% of Americans online), as well as the second greatest time on site at 22 minutes per visitor.
“The US outperformed expectations in the World Cup and the FIFA site had a highly engaged core of US consumers who averaged more time on the site than fans in more traditionally soccer-mad nations such as England, Germany, Spain and France,” said Alex Burmaster, vice president of Global Communications at Nielson’s online division.
In terms of gender, in all markets except for one, male visitors outweighed female visitors. The website had the most male-dominated audience in Brazil (71% male) and Australia (70%), while in Italy (67%) and Spain (66%) it had at least two thirds male visitors. Germany was the exception to the rule, with more female users (54%) than male users (46%).
Across all countries under measurement, the website witnessed strong usage among the 18-49 year olds (specifically the 18-34 segment), while it struggled to attract visitors under 18 and over 50.