Football fans have lost an average of three hours of sleep per match over the past five weeks as they stay up to catch the action live.
A poll of 2,000 supporters found the North American kick-off times have taken their toll on workers, with 39 per cent admitting they have turned up to their jobs exhausted after staying up late to watch matches.
The effects of this lack of sleep are being felt beyond tired mornings, with 43 per cent of fans relying on caffeine to get through the day and 28 per cent have even resorted to taking an afternoon nap.
Two in 10 (20 per cent) also believe their productivity at work has suffered following late-night fixtures.
Despite the tiredness, fans remain committed to following the competition wherever they are – as 28 per cent said they would rather lose sleep than miss a major World Cup moment live.
But the research commissioned by Samsung to celebrate its Foldables range and the Galaxy Z Fold7 with expansive 8-inch display, giving fans an immersive viewing experience even while on the move, found kick offs in the small hours of the morning have reshaped Britain’s viewing habits.
As when watching live isn’t possible, 49 per cent of those who commute have found this time has become an extension of matchday, giving them dedicated time to watch the highlights, relive key moments, and stay connected to the tournament on the move.
The nation’s public transport network has therefore become the de-facto home of football this summer for many, as over a third (34 per cent) confirmed their daily commute has become their main opportunity to catch up on overnight matches.
Highlights have emerged as the biggest part of the new commuter matchday routine, with 47 per cent of supporters using journeys to watch goals and key moments, followed by 15 per cent catching up on post-match analysis and eight per cent watching fan reactions.
Supporters are also increasingly planning their mornings around the tournament, with 24 per cent admitting they have left earlier than usual or chosen a longer route in order to finish watching football content before arriving at work.
