According to a survey, 40 percent of those who plan to follow the Olympics this summer will do so on two or more devices. The survey, commissioned by Velti also revealed that 35 percent of U.S. adults will turn to their tablet for news and coverage, while 27 percent will use their smartphone.
Among those turning to smartphones or tablets to track the games, online browsers trump application usage on both devices. Of those using a smartphone who will follow the Olympics, 77 percent will tune in using a browser (reading articles/blogs, viewing video clips, streaming live coverage or via social networking sites) while 63 percent will use an app (specifically designed for Olympics coverage, general news app or social networking app) for updates. Among tablet users, 80 percent will use a browser and only 58 percent will utilize apps.
Of those using a smartphone to follow the games, 45 percent will access video clips and replays, while 41 percent plan to stream live coverage via a browser. Fifty percent of tablet users will watch videos and replays on their browser, while 45 percent will stream live coverage. This is the first year the Olympic Games will stream all 32 sports live.
“This survey reveals that a significant number of Americans are choosing to consume Olympic content on the go, and while doing so they’re overwhelmingly turning to mobile browsers,” said Krishna Subramanian, Chief Marketing Officer of Velti. “Further, the Olympic audience is becoming more fragmented. For brands that want to reach Olympic viewers, this is an important finding as it highlights the ability to look beyond TV and focus on secondary devices such as smartphones and tablets.”
Of those who plan to follow the games on two or more devices, younger adults are more likely than their older counterpoints to do so. Of those 18 – 44 years old, 44 percent plan to use two or more devices while only 34 percent of those age 55+ plan to. Fourteen percent of U.S. adults who will follow the Olympic games will do so by using 3 or more devices. Overall, men are more likely than women to follow the games on three or more devices (18% vs. 11%, respectively).
Additional interesting findings:
Of those who will follow the Olympics this summer: 36 percent will follow the games on a TV and a computer; 11 percent will use a TV and their smartphone; 10 percent will use a computer and their smartphone.
A significant amount (39%) of U.S. adults using their smartphones to follow the games will also be doing so by communicating with their peers via talk and/or text. Thirty-two percent plan to text with others about the Olympics, and 21 percent will talk on the phone with others about the Olympics.
Overall, among men between the ages of 18-34, 83 percent plan to follow the Olympics at all, vs. only 71 percent of females in the same age group.
This survey was conducted online within the United States by Harris Interactive on behalf of Velti from June 29-July 3, 2012 among 2,088 adults ages 18 and older.