• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

2

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

1

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down

2

Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for

3

The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'

British are biggest online slackers during World Cup

By
Michael V. Copeland
Michael V. Copeland
Down Arrow Button Icon
By
Michael V. Copeland
Michael V. Copeland
Down Arrow Button Icon
June 18, 2010, 6:00 AM ET
Add Fortune on Google for similar content.

The United Kingdom is consistently the largest source of internet traffic on Akamai’s network for World Cup related goodies — including live game feeds, downloads, scores and follow-up stories.

Whether England and the lads can muster themselves and make a real run at the World Cup remains to be seen, but if nothing else, the United Kingdom looks like a lock as champion when it comes to online viewing of the global football tournament.

According to stats from Akamai (AKAM), which helps some of the world’s largest media companies including CNN and ESPN keep their Internet traffic flowing smoothly, the United Kingdom is consistently the largest source of internet traffic on Akamai’s network for World Cup related goodies — including live game feeds, downloads, scores and follow-up stories.  Take Thursday’s 2-0 victory by Mexico over France (le ouch).

While Mexico was exploding like a piñata on its way to the win, accounting for 5.8 percent of the traffic generated by people looking for World Cup information on the site, people in the U.K. accounted for 7.7 percent of traffic. Or to put it another way, of the 350,000 hits per second on Akamai-fed World Cup sites, about 27,000 per second were coming from Britain. You can check out Akamai’s World Cup traffic site live here.


Remember that England was not playing, and it was about 8:30 at night there. You could explain it away by the historic ill feelings of Britain toward France, a bit of Web-based gloating going on, and that is clearly part of it. But the country that invented football is clearly obsessed. It doesn’t matter what time of day, whether people are supposed to be working or sleeping, overall the British are hitting the Internet harder for their World Cup fix than any other geographic region, according to Akamai stats.

That doesn’t mean other geographic regions aren’t showing their own flashes of slacker brilliance from time to time. Italy can put on a show, especially when it comes to online post-game chatter. In the hours after France lost, Italy spiked to 10 percent of World Cup traffic on Akamai. France on the other hand, barely registered 0.5 percent of traffic in that dark period. You picture sad, dejected French people, too heart broken or too embarrassed to fire up their computers or take their iPhones out of sleep mode.

The highest volume of online traffic in the tournament so far came during the South Africa versus Uruguay match (Uruguay won 3-0) with 421,000 hits on World Cup sites per second.  And as compared to even the recent Winter Olympics Akamai engineers are seeing a marked increase in online traffic coming from smart phones as people stream matches and check scores on the go, which, let’s be honest, means at work.

Stateside, the East Coast is leading in online World Cup traffic, according to Akamai, with the Midwest next, and the West Coast trailing in its own laid-back World Cup frenzy. New York City is clearly the key to the East Coast’s edge in this one, with the Boston region adding its own football fever to online traffic volumes. Both are  towns with rabid fans that possess a healthy ability to ignore work during times of great sporting events.  But on a global scale, even the fans of the Northeast can’t compare to the dedication of the British when it comes to dropping everything for football.

Now before you Brits get your tea-cozies in a twist, it is true that Akamai’s network isn’t comprehensive. There may be parts of Cornwall or the Isle of Wight that couldn’t be bothered with football and everyone is very hard at work all the time (write in if you are). But Akamai’s network is fairly representative of overall Internet traffic trends as it delivers 20% of the volume daily. Which means practically everyone in Britain is watching football online.  The U.K. ought to embrace this victory. To paraphrase the great British rock band “Queen:” When it comes to skiving off work and watching World Cup matches on phones and computers, you are the champions.

About the Author
By Michael V. Copeland
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in

SpaceX’s Starship V3 deploys most advanced Starlink satellites then pulls off best re-entry yet with splashdown so soft it floated in the Indian Ocean
Innovationspace
SpaceX’s Starship V3 deploys most advanced Starlink satellites then pulls off best re-entry yet with splashdown so soft it floated in the Indian Ocean
By Marcia Dunn and The Associated PressJuly 25, 2026
2 hours ago
Trump administration admits it canceled $7.6 billion in clean energy projects ‘based solely on the political identity of the grant recipient’s state’
Environmentclean energy
Trump administration admits it canceled $7.6 billion in clean energy projects ‘based solely on the political identity of the grant recipient’s state’
By Matthew Daly and The Associated PressJuly 25, 2026
2 hours ago
Inside On’s tech lab, where robots build running shoes in 3 minutes and can eliminate up to 300 hours of human work
C-SuiteSportswear
Inside On’s tech lab, where robots build running shoes in 3 minutes and can eliminate up to 300 hours of human work
By Ruth UmohJuly 25, 2026
2 hours ago
Can Apple’s incoming CEO bring back the product design mojo of the Steve Jobs era?
MagazineApple
Can Apple’s incoming CEO bring back the product design mojo of the Steve Jobs era?
By Sebastian HerreraJuly 25, 2026
3 hours ago
nyc
North AmericaCrime
NYC stabbing suspect charged with hate crimes over 2 attacks
By The Associated PressJuly 25, 2026
3 hours ago
t
EconomyInflation
Meet the Americans learning to go without after the biggest grocery inflation in 50 years
By Dee-Ann Durbin, Terry Tang, Maggie Scales, Sandy Guatibonza, Hikari Mae Hida and The Associated PressJuly 25, 2026
3 hours ago

Most Popular

'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
Economy
'The demographic dividend of the last 40 years is ending': J.P. Morgan says the world is running out of the two things that kept interest rates down
By Eleanor PringleJuly 24, 2026
1 day ago
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
Big Tech
Jensen Huang made his $172 billion fortune on AI chips. His family's $75 million gift to Vanderbilt argues art decides what technology is for
By Sydney LakeJuly 23, 2026
2 days ago
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
6 hours ago
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
Economy
The $39 trillion U.S. national debt isn’t as high as Japan’s and Singapore’s relative to economy size—and yet it's still worse somehow
By Sasha RogelbergJuly 23, 2026
2 days ago
Current price of oil as of July 24, 2026
Personal Finance
Current price of oil as of July 24, 2026
By Joseph HostetlerJuly 24, 2026
1 day ago
Current price of silver as of Friday, July 24, 2025
Personal Finance
Current price of silver as of Friday, July 24, 2025
By Joseph HostetlerJuly 24, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.