The World Cup is set to become the world's most social sporting event ever with 90 percent of the world having already contributed to the conversation -- compared to 84 percent for the Olympics and
78 percent for the Super Bowl. The Adobe Digital Index (ADI) report captures buzz from blogs and social media and picked up 69m social mentions across 230 countries. Nearly half emanates from APAC,
and EMEA is in second place with a third of buzz, while the UK accounts for a third of EMEA's buzz.