AI BriefingDid you enjoy watching the World Cup? Did our customers enjoy it too
Key point
By analyzing traffic changes on Olive Young's online mall during the Qatar World Cup matches, we examined the content consumption patterns of the MZ generation.
Details
As a result of analyzing service traffic changes on Olive Young's online mall during the Qatar World Cup South Korea vs Ghana match, it was confirmed that traffic moved dynamically according to the state of the match.
The main traffic patterns are as follows.
- Before the match started: Traffic gradually decreased due to viewing preparation.
- First half: Traffic remained down about 20% during the match.
- Halftime: Traffic sharply increased due to shopping during the break.
- Scoring moments: At decisive moments such as Cho Gue-sung's consecutive goals, traffic plunged to about 1/3 the level compared to just before.
This data suggests that the MZ generation shows a multitasking pattern of enjoying shopping or SNS while watching TV simultaneously, indicating that match content consumption is not limited to TV alone.
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