Londoners are twice as likely as their fellow UK football fans to watch the World Cup 2010 via the internet – redrawing the lines of the UK digital divide.

A poll conducted by PricewaterhouseCoopers shows while only seven percent of the UK expects to watch England matches online, 14 percent of Londoners think they will view live or repeated matches on the net – compared with only four per cent in the East of England.

The number of viewers expecting to watch the World Cup 2018 online is higher across the UK. However, the regional split remains the dramatic. Ten percent of UK fans expect to watch matches over the internet, while nearly 20 percent of Londoners planning to watch the tournament will view online. This compares to eight percent in both the East of England and the West Midlands.

David Russell, UK Telecoms leader at PricewaterhouseCoopers LLP, said: “Broadband access, quality and speeds in urban areas, particularly the country’s capital, exceed those in rural parts. Promises have been made of broadband trebling current speeds – but this still seems regionally patchy.

“This stresses the importance of securing better broadband across the UK. In looking to telecoms to secure a digital economy and future for the UK we need to incentivise the industry to build better broadband.”

FIFA has embraced the web and the 2006 FIFA World Cup provided streaming options for viewers in many countries. In 2010 some FIFA World Cup matches will be available both live online and on demand via ITV 1 and the BBC iplayers.

PwC estimates show that, by 2014, about 15 per cent of viewing could be via VOD and global sports tournaments will aid the digital migration to online TV.

“However, in built up areas of London as multiple people try to access the internet simultaneously, either during the games or afterwards, failure to get online is inevitable. Popularity for live and on-demand viewing by 2018 just demonstrates the need for better broadband before then,” Russell added.