According to Nielsen//NetRatings, sports and gambling websites in the UK averaged a unique audience of 2.71 million in the first two weeks of the World Cup compared to 2.10 million in the four weeks preceding the event.
Alex Burmaster, European Internet Analyst at Nielsen//NetRatings, commented “The World Cup has already had a huge impact on the numbers of people going online to follow it or place a bet. Over the last six weeks the online sports and gambling audience has increased by almost 50%, indicating what an integral companion the Internet now is to major football events in terms of both content and gambling.”
Burmaster added: “It is interesting to note that one in three visitors to gambling websites are female compared to one in four to sports websites which shows that when it comes to the World Cup women are more likely to be gambling online than actually following it or reading about it online! This is certainly something that other sporting events should be looking at when it comes to enticing women online.”
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