Study: Strong mobile user interest in Olympics coverage

Close to half of all U.S. mobile video users will follow the Summer Olympic Games via mobile phone according to a forecast released by media research firm Nielsen Mobile. Nielsen estimates that 44.7 percent of mobile video users and 22.6 percent of mobile web users in the U.S. are likely to turn to their phones for Olympics content and updates, compared to 31.3 percent of mobile video subscribers and 17.2 percent of mobile web surfers in the U.K. In the U.S., 66.3 percent of users cite Olympics event results as their most desired mobile web information, followed by medal counts (44.3 percent) and TV schedule (43.7 percent). Conversely, in the U.K. 73.5 percent of respondents want event results, 37.4 percent want to read articles and 34.2 percent desire medal counts. Among U.S. mobile video viewers, 61.7 percent want to screen gymnastics highlights, 58.5 percent want swimming/diving highlights and 54.4 percent want track and field clips--in the U.K., meanwhile, a whopping 89.9 percent want track and field highlights, 59.1 percent want boxing and 53.7 percent want gymnastics.

For more on the Nielsen Mobile study:
- read this release

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