Women’s World Cup boosts equality as men and women take equal share in global audience
A global survey of 114,973 internet users reveals:
53% of internet users set to tune into this years’ Women’s World Cup are male, compared to 61% who would tune into the Men’s World Cup should it be taking place.
83% of the Women’s World Cup audience believe we should strive for greater equality
Facebook and YouTube most used platforms across the globe for Women’s World Cup Audience (platform rankings by regions below)
London, UK 23rd May 2019 – A new international survey of 114,973 internet users by GlobalWebIndex reveals the audience gender disparity is not as varied as people think between women’s and men’s event.
By gender, the audiences of the Men’s and Women’s World Cups are not significantly different, with 39% of the Men’s World Cup audience being female, compared to 47% for this year’s Women’s World Cup. Interestingly, insights from the study highlight the audience for the Women’s World Cup is notably younger – just over half (54%) of its audience aged 16-34.
The Women’s World Cup, can also be considered relatively affluent as well, with just 21% falling into the lowest income segment globally.
Katie Gilsenan, Senior Trends Analyst at GlobalWebIndex comments – “It makes sense that the growing online audience for the men’s game has resulted in a younger, more diverse audience increasingly curious about the women’s competition. Growing attention from the media and notable figures, such as David Beckham and Prince William are playing a big part here. As is getting the games broadcasted by the BBC during the prime viewing slots, in addition to powerful and evocative message campaigns, such as BBC’s ‘Change the Game’. The importance of cross-gender marketing campaigns shouldn’t be underestimated, and neither should their ability to drive viewing numbers, awareness and participation.”
Social good and the Women’s World Cup
Globally, just one in three internet users currently describe themselves as having an interest in social issues. By contrast, the Women’s World Cup brings together an audience among which 56% express interest.
Notably, when looking at their personal outlooks on the world, the Women’s World Cup audience is 12% more likely to place equality of high importance to them than the average internet user. Globally, 83% of this audience believe there should be greater strides made in achieving equality – compared to 74% of the global online population.
Reassuringly, this doesn’t change drastically when it comes to the men’s event. Globally 78% of this audience state we should strive for equality. When looking at the global regions, the Women’s World Cup audience emerge as more passionate about equality.