The Olympic Games Go Mobile: IAB UK, IAB US and Mojiva launch report comparing Olympic Mobile Usage in the US and UK
So - it’s here, it’s happening and amazingly the transport appears to be working- but what do the Olympics mean for the digital advertising industry? We’re only on day four, and already digital channels have made their impact on the occasion. From Tom Daley’s twitter trolls to the Australian swimmer Emily Seebohm blaming social media for missing out on her gold- digital, social media and mobile are all an integral part of the experience for many athletes and Olympic supporters. To give some more insight into this Mojiva, in partnership with the IAB US and UK, has released a piece of research that looks at the role of mobile during the Olympics across both sides of the pond.
The study reveals that for both countries mobile is a key way to keep in touch with the games- roughly three out of every four of both the US and UK respondents said they would follow their nation’s team on their mobile device in some way. It’s fascinating to see some of the differences between the two countries when it comes to what exactly they use their phone for. For example, Americans are 58% more likely to use their mobile to check their medal count than Brits- but seeing as of 12.28pm today the American team have 466% more medals than GB perhaps that isn’t too much of a surprise. (I suppose at this point I should declare my American passport and potential bias in writing this blog post.)
There are some activities which look very similar in both countries. Approximately 50% of both US and UK respondents will use their mobile device for Olympic-related activities while watching live events on TV. There is clearly a strong appetite for Olympic video content in both countries, as 22% of both US and UK respondents plan to actually stream games live on mobile device. Fascinatingly, in the UK a healthy share of respondents (26%) expected to use mobile video in tandem with TV and PC/laptop video, too, suggesting consumers’ desire to keep up with an event where a lot is going on in different venues simultaneously.
Lastly, there are some interesting cultural differences in what attracts US and UK consumers to interact with ads. US respondents are more inclined to interact with mobile ads featuring an athlete they like than UK respondents (18% vs. 6%), but UK respondents are more likely to say they respond to mobile ads from official Olympic sponsors (13% vs 8%) & ads featuring sport of interest (36% vs. 22%). It’s difficult to escape the messages from official sponsors in London at the moment, and clearly the home crowd are reacting positively to the investment and support the sponsors are lending to the games.
The results overall paint a clear picture of two countries that are similar in terms of mobile adoption and usage, but with differences in terms of Olympic interests and priorities. If you’d like to find out more about this report, you can download it here. In the meantime, best of luck to both the GB and USA teams in what I will now be referring to as the “Mobile” London Olympics 2012.
About the Author
Alex Kozloff is Senior Mobile Manager at the IAB UK.