The opening game of the 2014 World Cup saw a gradual increase in online shopping as the game progressed, with peaks at half-time and at the final whistle
Opening game day of the 2014 World Cup saw a drop in online traffic from 5pm until the kick-off, as the pre-match build-up caused shoppers to focus their attentions elsewhere.
However data shared by personalisation and merchandising company Peerius
seems to indicate that an increase in online traffic resumed when the match between Brazil and Croatia started.
Other trends derived from client transations, which include retailers like Topshop, Topman, Miss Selfridge, French Connection, Office, Charles Tyrwhitt and BHS, showed that the online traffic decline was 5.3% below expected traffic at 5pm
During the match
A gradual increase in shopping was noticed during the game, with a peak of 5% increase in traffic as the final whistle blew. However, while shoppers browsed online during the match, they were spending less.
Half time saw a 10% per cent increase in traffic and 12% increase in conversion. However, consumers did not switch their attention immediately back to the football when the match resumed as there was a 17% per cent increase in traffic at 10pm as shoppers stayed online into the second half.
Yusuf Rahman, senior ecommerce analyst, Peerius, a leading personalisation company, explains that: “It is yet to be seen if this is an isolated incident due to it being the opening ceremony, or if this trend will continue throughout the tournament.”