76 Per Cent of the UK Following the Olympics On Their Phone
And though many of the events are during the working day, that won't be stopping us – as 71 per cent will be following the Olympics on their mobile at work in some way, whether searching for event results and medal counts (23 per cent), streaming live (19 per cent), following athletes on social networks (20 per cent).
67 per cent have download a dedicated Olympic app, or intend to – but, for 55 per cent of us, only if it was free.
UK versus US
Compared to our transatlantic cousins, Brits are less likely to respond to the power of personality – only 6 per cent said they'd interact with a mobile ad featuring an athlete they like, compared to 18 per cent in the US – but more likely to respond to official Olympic sponsors (13 per cent, versus 8 per cent) and ads featuring their sport of choice (36 per cent versus 22 per cent).
Otherwise, we're remarkably similar – for both the US and UK, approximately 50 per cent will be engaging in second screen behaviour while watching the Games on TV, 22 per cent plan to stream coverage of the games live on their mobile, and almost 50 per cent click or interact with mobile ads in general at least once a week.