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Of the 21 editions of the FIFA World Cup, only three took place in the digital age: South Africa 2010, Brazil 2014 and Russia 2018.
Since the tournament held in Africa, interaction statistics in social networks around the sporting event surpbad those recorded in the last contest.
Up to now, Brazil 2014 had been the World Cup most often in digital platforms with an audience of 2800 million people connected from mobile devices, 8.75% of total number of spectators who followed the event, 3.2 billion, according to figures from Fifa.
But now, Russia has broken records. According to a study of the Spanish consulting firm Adglow, during the 2018 Cup, the interaction figure in social networks related to the sporting event has reached 3,500 million people, nearly half of the population world
. Also, that the first week of Russia-2018 exceeded all expectations of interaction and digital movement because it generated a 13% growth on Facebook and Twitter.
"The World Cup was a more social than a sporting event, since people, regardless of age, bad or socio-economic level, want to consume, create and share content from a variety of platforms that are accessible to everyone", says a report from the company Kantar Millward Brown
: an active role because they observed the contents, created theirs and shared them in their profiles, their conversations and even their interactions with football players, public figures and brands that generated n conversation
During the World Cup, people spent about 243 minutes reading related topics before, during and after the games, and fans searched for insights, statistics , photos, videos, among other contents.
"The most important thing is that the action did not occur only within 90 minutes of the transmission of the matches," he said. To EFE Alejandro Fosk ] senior vice president of comScore Latin America, for this reason the "extra time" of the World Cup was played on social networks.
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