March Madness a Mobile Moment

by MarketingCharts staff

First Day Sees Spike in Mobile Traffic

Data from the SMART report indicates that on the first day of the tournament, sports applications on the Millennial Media network saw a 31% week-over-week increase in impressions, with impressions rising 158% during the 5 PM-7 PM time slot. In addition, social media apps saw a 42% week-over-week impression increase during prime time games (7 PM-11 PM) on the first day.

March data from comScore paints a similar picture. According to that study, which analyzed computer versus non-computer traffic for the first day of tournament action, nearly double the percentage of sports category content was consumed on non-computer devices as other content categories (20.6% vs. 10.4%). Overall, total sports-related traffic jumped 79% on that first Thursday compared to the average of the 3 previous Thursdays, while total traffic to other web content declined 2%. Tablets experienced the highest growth in sports content consumption (94%), followed by smartphones (83%) and computer traffic (77%).

Convenience a Top Factor

Details from the SMART report show that convenience was a major factor in the consumption of tournament content on mobiles. 69% of consumers following the tournament said that having a mobile device allowed them to access content conveniently, a proportion which rose to 78% among passionate fans.

Other Findings:

  • Roughly one-quarter of passionate fans (who identified themselves as being passionate because their favorite team was playing) followed the tournament primarily by using their smartphones.
  • 69% of consumers watching the tournament on TV used their mobile device while watching.