A representative online survey conducted by the opinion research institute YouGov on behalf of the technology company Intelliad showed that half of German European Championship fans surf the Internet during live broadcasts of soccer matches. Almost one in three people is distracted by their smartphone or tablet when the DFB team is playing a match. Among viewers aged 18 to 24, this even applies to one in two.

Fans go on online shopping sprees during live broadcasts, and don't just search the Internet for information about the games or exchange ideas on social networks. Before, during or after the game, around one in eight fans shops on the Internet, with men being more active than women.

Mostly electronic goods are bought, but the best-sellers during the half-time break are fan articles and soccer equipment: 136 percent more is bought than usual.

In the preliminary round match between Germany and Northern Ireland, the flood of chances caused a decline in page impressions (see chart at the top). When Mario Gomez then scored the 1:0 in the 30th minute, online shopping finally took a back seat. That changed again just in time for the half-time whistle.

Also in the first match, Germany vs. Ukraine, most Germans were more focused on the game. But: Women clicked through the Otto assortments twelve percent more than usual. Page impressions on Otto.de, for example, dropped by 43 percent when  Shkodran Mustafi scored the first goal with a header. Page views on Otto.de fell by a whopping 78 percent from the 92nd minute onwards, when the second goal was scored.

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© Photo:Otto

© Photo:Otto