A study by AppsFlyer tracking mobile app usage in the UK during England’s run at the 2026 FIFA World Cup has revealed how dramatically fan behaviour changed in response to key moments during matches.
According to the data, England was the only market in the study where mobile app activity increased after its own team scored during the knockout stage. Antony Gordon’s goal in the semi-final against Argentina drove app activity 21% above normal levels.
The boost did not last long. Fan activity peaked at 47% above normal at half-time, while Argentina’s equaliser triggered a 19% spike. When Argentina scored the winning goal in stoppage time, however, the reaction was limited to just 6%, suggesting that fans were disengaging in real time as England’s hopes of reaching the final disappeared.
Mobile activity remained elevated throughout England’s third-place play-off against France. The 6-4 victory, which featured 10 goals, generated a 25% increase in app activity around the goals and a 37% spike during the hydration break.
Spending also rose during the matches
In-app spending increased during both matches. Purchases rose by 31% during the semi-final and by 59% during the third-place play-off.
Streaming apps led the way, with spending in the category increasing by 183%. In the semi-final, per-app spending peaked 19% above normal at half-time before rising again after Argentina’s goals.
Food delivery activity, meanwhile, was heavily influenced by kick-off times. During the 8pm semi-final, food-related app activity increased by 11% before kick-off and peaked at 17% at half-time. The later 10pm third-place match produced the opposite effect, with food delivery activity falling by 39%.
“England fans lived two entirely different matches on their phones within a week,” said Lex Nakad, AppsFlyer’s GM for EMEA West. “In the semi-final, activity spiked when England scored, the only time we saw a market react to its own team’s goal in the knockout stage. In the third-place match, mobile surged and dipped with every goal in a high-scoring game, keeping engagement elevated throughout.”
The findings highlight how live sporting events can influence consumer behaviour far beyond the stadium and television screen, with goals directly affecting app usage, streaming consumption, digital spending and even food delivery patterns.