Half of the Olympics viewers are using social networks at the same time

In a continuing daily U.S. study, an overwhelming majority (87%) of Americans report that the television is the device they most often turn to for tuning into Olympic events. When more tech-savvy viewers watch the Games on ancillary devices, laptop and desktop computers are the most popular (80%); smart phones (21%) and tablet computers (15%) are used less frequently.

While the TV continues to be the Olympics-viewing device of choice, there appears to be truth to the ubiquitous “social Olympics” claims. Most viewers don’t give the tube their full attention: nearly half of respondents report that they use social media while watching the Games (49%). Most often these social viewers are engaging on Facebook (92%), Tweeting (44%), or watching videos on YouTube (29%) while they’re tuning into the events. And when they’re online, they’re not just connecting with friends – they’re engaging with the Olympics. Well over one-third (38%) of those using social media either follow the London 2012 Olympic Games on Twitter or “Like” the page on Facebook, while over a quarter (26%) follow an Olympic athlete on social media, giving credence to the social hype surrounding the Games. Athletes most followed include Michael Phelps (53%), Gabby Douglas (11%), and Ryan Lochte (9%).

With Olympic viewers becoming more social, it’s no surprise that sponsor campaigns have begun to incorporate social media engagement components. P&G, official 2012 Olympic sponsor, has had well-publicized social media success with their “Thank You, Mom” activation – press that is apparently well-earned. When asked to match a list of popular campaign slogans with the correct brand, 44% of respondents correctly identified “Thank You, Mom” as Proctor and Gamble’s tagline – more than double Coca-Cola’s “Move to the Beat” slogan (17%).

About Methodology:
Performance Research and uSamp are jointly conducting this study online among a random sample of adult consumers in the United States and United Kingdom throughout the duration of the 2012 Olympic Games. A total of 1,000 respondents have been included in the study thus far, including 600 in the United States and 400 in the United Kingdom.

The margin of error for this sample is no more than + 4%.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »