2012 Olympic Games Go Mobile: United Kingdom vs. United States
A Report Prepared by the IAB Mobile Marketing Center of Excellence, IAB UK, and Mojiva

With the Games of the XXX Olympiad underway in London, consumers around the world are avidly following this major event though a variety of media and devices.  The US IAB’s Mobile Marketing Center of Excellence, IAB UK, and Mojiva partnered to shed some light on how mobile fits into this picture.  We conducted a brief survey of American and British mobile consumers reached by Mojiva’s ad network regarding their plans for the mobile summer Olympics.  The results paint a picture of two countries that are similar in terms of mobile adoption and usage, but different in terms of Olympic interests and priorities.

Key Takeaways

  • Roughly three out of every four of both the US and UK respondents said they would follow their  country’s team on their mobile device in some way.
  • 20% of US respondents will look-up products that team/athlete endorses … Only 12% of UK respondents will do so.
  • Approximately 50% of both US and UK respondents will use their mobile device for Olympic-related activities while watching live events on TV.
  • 22% of both US and UK respondents plan to stream games live on mobile device
  • Almost 50% of both US & UK respondents say they click or interact with mobile ads at least once a week
  • 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%)