26 June 2006

The Internet is the most popular platform for keeping up to date with World Cup news among young people, according to a study.

Young users are three times more likely to use the internet to check the progress of the tournament than mobile phones.

Initiative's Real Youth Poll, monitored the media and consumer behaviour of 16-24-year olds, according to BrandRepublic.

As many as 26 per cent claimed to have watched World Cup 2006 matches or highlights online, compared with only eight per cent using mobile phones to access the content.

Yesterday's England 1-0 victory over Ecuador had more than 1 million visit a sports or gambling website on the day, which was the highest figure so far, beating the 979,188 who visited on the Saturday June 10th 2006, when England played Paraguay in their opening match.

Meanwhile, Blake Chandlee, Yahoo's commercial director, recently said that Germany 2006 was the first Internet World Cup.

"It's all geared towards community and expression so I think the internet is in a pretty unique position this year," said Mr Chandlee.

© Adfero Ltd

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