The World Cup 2010, June 11-July 11, has stirred excitement and thrills around the globe. Thai football enthusiasts have been glued to the tournament, actively joining in on sweepstakes and other contests launched by businesses, especially via new media as part of marketing campaigns.
KASIKORN RESEARCH CENTER (KResearch) conducted two polls, one on sweepstakes participation behavior of city dwellers during the World Cup 2010 football tournament using a sampling group of 644 persons; and another on their behavior in keeping up on the tournament using a sampling group of 552 persons, on June 4-18, 2010. The findings showed that mobile phones and the Internet are media being used quite often to keep abreast of the competition. Around 18 percent of Bangkok residents mentioned that they used their mobile phones more than usual, while another 23.3 percent cited that their Internet usage during this mega-sporting event became more active than normal period.
Most respondents are relying on their mobile phones for chatting with friends about the matches and keeping abreast of news about the tournament. SMS-based sweepstakes have proven very popular among football fans, and are expected to generate more than THB60 million in cashflows. Based on voice-based and VAS (value-added service) revenue, KResearch estimates that mobile usage of city dwellers during this popular sporting event may generate more than THB100 million in cash circulated. Meanwhile, mobile internet and PC-based surfing have risen to follow the competition and view programming on websites along with social media that have gained in popularity lately.
World Cup 2010 fever will likely offer great opportunities for many businesses. Mobile phone service, for instance, is expected to experience increases in both voice-based and VAS income. Meanwhile, news agencies may expand their dissemination channels to online media in response to the rising popularity of the Internet to obtain news updates. This may garner brighter prospects for online ad billings, as well.
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