Viewers race to smartphones and tablets for info on athletes, sports, and more.
With London 2012 in full swing, Google has reported a tenfold spike in Olympics-based mobile searches in the opening week, up on the week before.
It's being driven as this year's sporting event takes place in the middle of the world embracing the multi-screen – smartphones, tablets, TVs, and PCs – boom for the first time.
One such traffic surge took place when Paul McCartney performed 'Hey Jude' at the close of the opening ceremony, as viewers took to their mobile devices to search for info on the former-Beatle, while Americans used tablets nearly as much as PCs.
Meanwhile, the infographic below shows the mobile-based search share by country across July 27th-28th, with Japan accounting for the most at 55 per cent.