New research from the Internet Advertising Bureau has discovered that 76 per cent of the United Kingdom are following the Olympics on their mobile or tablet devices.
The study, which demonstrates the continuing evolution of mobile behaviour, found that 71 per cent were following the Olympics on their mobile at work, with 23 per cent searching for medal results, 19 per cent streaming live events and 20 per cent following athletes on social networks like Twitter.
The study also discovered that 50 per cent would be engaging in ‘second-screen’ behaviour, simultaneously watching event coverage while interacting with content on their mobile or television.
Meanwhile, the BBC have revealed the popularity of their mobile and online streaming service, recording 7.8 million global browsers online on Saturday 28th July, the first day of The Olympics. 55 per cent of these browsers came from non-desktop services, while the BBC Sport Olympic app saw 1.15 million downloads. Commenting on the statistics on the Next Web, UK Editor Jamillah Knight said the results were proof that ‘digital viewers are keen on more than one screen’.
Writing on the BBC Internet blog, Cait O’Riordan, Head of Product for Sport, commented:
“As the Head of Product for BBC Sport, it’s been a fantastic weekend for me and my team watching the Games unfold. Just after 3pm on Saturday afternoon we had all our encoders in action playing 24 live video streams of sporting action across desktop, mobile tablet, connected TVs and Red Button.”
These statistics reveal the full popularity of the mobile medium. Indeed, the data presents an interesting case for organisations hoping to capitalise from this growing diversification of mobile and tablet use and how best to fold this medium of communication into existing customer management CRM systems. As we’ve previously reported, customer relationship management needs to incorporate the mobile medium, whether it’s live chat support for handheld devices or social media business CRM that can respond to the vast number of customer enquiries via platforms like Twitter. You can find more about our new channel customer service management services here.
Additionally, you can read up-to-the-minute statistics from the BBC’s Olympic efforts through Twitter by following Sophie Brendel, Head of Digital Communications for the BBC, or Scott Branch, Communications Manager, BBC London 2012.