Imagine yourself in a luxurious Dubai apartment, gazing at the sparkling city skyline while friends gather around the television, cheering for a spectacular World Cup goal. This scene will play out across countless UAE households during the upcoming Qatar World Cup. But beyond television, where else will Emirati football enthusiasts follow the matches? What are their consumption habits? And how can brands effectively reach these potential customers?
Viewing Channels: Television Dominates While Mobile Gains Traction
Recent research from independent mobile growth platform Digital Turbine reveals that while television remains the primary viewing platform for 61% of UAE audiences, smartphones are closing the gap with 49% of respondents planning to watch matches on mobile devices. This underscores mobile platforms as crucial channels for brand engagement.
Interestingly, while 44% prefer watching at home, a significant 24% intend to attend matches live in Qatar's stadiums, demonstrating the passion of UAE football fans. The study further found that 66% of respondents watch football livestreams several times monthly, confirming the sport's popularity in the region.
App Preferences: Sports Applications Take Center Stage
During the World Cup, sports applications will see markedly increased usage, with 55% of participants expecting to spend more time on these platforms. Usage peaks around match times, presenting critical engagement windows for brands.
Among preferred app categories, sports news applications lead with 28% preference, followed by sports gaming apps and social media platforms (both at 24%). This distribution suggests opportunities for brands to collaborate with sports apps or launch targeted campaigns on social media where fan discussions thrive.
Multi-Screen Engagement: Capturing Fragmented Attention
A striking 80% of users consider multi-device World Cup engagement important. Fans simultaneously utilize televisions, smartphones, and tablets to watch matches, browse news, and participate in social interactions. This behavior creates multiple touchpoints for innovative marketing approaches.
Brands could incorporate QR codes in television ads to drive app downloads, or initiate social media conversations encouraging fans to share match experiences with incentive programs.
Advertising Effectiveness: Emotion and Entertainment Drive Engagement
During major sporting events, standout advertising requires careful strategy. The research indicates 62% of viewers proactively seek World Cup-related advertisements, with 93% considering purchasing advertised products - demonstrating strong conversion potential.
However, content quality proves crucial. Fifty-three percent prioritize entertaining advertisements, while 51% value emotionally resonant messaging. These findings suggest brands should move beyond traditional advertising to create more creative, emotionally compelling content.
The study provides valuable insights for brands aiming to connect with UAE football fans. By understanding viewing behaviors and preferences, marketers can develop more targeted strategies to enhance brand visibility and product sales during the World Cup period.