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Mobile Olympics Coverage Interests Americans, Brits

A substantial number of mobile users across the globe will be following the Olympics on their cell phones this summer, with nearly 45% of US and 31% of UK mobile video users a part of the mobile audience for the 2008 Olympic Games, according to Nielsen Mobile.

Track and field and gymnastics both rank among the most popular Olympic events that mobile video users want to watch on their phones, a Nielsen study found:

“Mobile media will change the way many consumers engage with this summer’s Olympic Games,” said Kanishka Agarwal, vice-president 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.”

Team sports, such as soccer and volleyball, are less conducive to mobile viewing, but fans would still want follow scores on their mobile devices, Agarwal added.

Mobile Internet

The mobile internet will play an important role as 23% of US and 17% of UK mobile internet users will be tracking the games through their phone browsers, the research found.

Event results and medal counts are the most desired pieces of information sought via mobile internet:

“It will be difficult to miss a second of the Olympics this summer,” said Agarwal. “With millions of mobile users expected to follow the games on their phone this summer, it’s no surprise that companies like NBC have optimized their mobile websites and developed compelling mobile content specifically for consumers looking to get a quick Olympic fix.”