Pepper.com has analysed traffic data for its European voucher sites to compare online shopping habits during Euro 2016 football matches.

Compared to the same day of the week when a football match is not being played, traffic to the HotUKDeals marketplace increased by an average of 5.5 per cent during football matches throughout the tournament. Prior to kick off, traffic increases by 0.6 per cent, while there are 2.9 per cent more people shopping online after the matches.

During the England vs Wales match, there were 14.4 per cent more people shopping online than at the same time and day of the week when a match was not taking place, with a 3.9 per cent boost in the hour after the game.

European countries where Pepper.com has social commerce platforms (Germany, France, Austria and Poland) follow a different trend to the UK – all traffic to sites decreased before and during a match, while there were increases in traffic post-match by an average of 11.5 per cent, except for Poland where traffic decreased post-match by 2.2 per cent.

Fabian Spielberger, founder of Pepper.com, noted: “The increased number of deal hunters accessing HotUKDeals in the UK before, during and after matches can be accounted to the second screen phenomenon, where people use their smartphones or tablets to shop online at the same time as they are watching TV. Traffic decreases across our other European platforms fall in line with our data, which shows that for the first half of 2016 61.4 per cent of all HotUKDeals users were using a mobile device to shop online, compared to mydealz in Germany (48.7 per cent) and Dealabs in France (42.1 per cent).”

Share Story: