World Cup a major attraction on the web for Britons

LONDON - Almost 2.5m adults in the UK, or 5% of the population, watched live coverage of the World Cup on their PC, according to findings by market research company GfK NOP.

In addition, almost 1m, or 2% of the population, claimed to have watched match highlights on a mobile phone.

There are significant age differences revealed as part of GfK NOP's survey, with 16- to 24-year-olds the most likely to do either of these -- 16% claimed to watch via their PC and 6% on a mobile phone.

TV continues to be the main source of coverage with 69% tuning in and 44% viewing recorded highlights.

Colin Strong, head of mobile communications research at GfK Technology, said: "These findings illustrate the way in which media consumption is becoming increasingly multi-modal, with the PC and mobile phone playing a key role for many consumers.

"Events such as this are immensely important for driving access to content over new channels."

The research was conducted between June 23 and 25.

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