However, when looking at the reach of Rugbyworldcup.com across all countries, New Zealand had the highest share of visitors relative to its online population, with 16.3 percent visiting the site during September 2011. The sporting events also created interest in other participating nations such as Ireland (3.2 percent reach), South Africa (2.7 percent), the UK (1.8 percent) and Australia, where 1.7 percent of the online audience visited the official Rugby World Cup site.