Nielsen: Nearly 45 per cent of US mobile video users will watch the Olympics on their handsets.The Nielsen Company says a substantial number of mobile users will be following the Olympics on their cell phones this summer, ‘making the Games a watershed moment for media fragmentation tied to mobile’.
It’s a slightly confusing press release, stating that 89.9 per cent of US users will watch track and field, while 59.1 per cent will watch boxing. It adds that 31 per cent of UK mobile video users will watch on mobile.
The research also suggests that the mobile internet will play a critical role, as 23 per cent US and 17 per cent of UK mobile internet users will be tracking the games through their phone browsers.
“Mobile media will change the way many consumers engage with this summer’s Olympic Games,” said Kanishka Agarwal, VP of mobile media at Nielsen Mobile. “Consumers are especially looking forward to the high-profile, short events such as Track and Field and Gymnastics on their phone. Longer team sports, such as soccer and volleyball, are less conducive to mobile viewing, but mobile users will still follow the scores closely on their devices.”