Google: Smartphone usage during game viewing

While there's no evidence this year that smartphones have become more popular for multitasking during big TV performances, the fact is that no one watches the Super Bowl exclusively on TV anymore.

Some people watch the game on their portable laptops, where they can not only search for the hottest American idols and the latest music charts, but also find the logos of their favorite football advertisers; some people even seem to live with their smartphones and can only watch the game when they are drinking a beer while holding their iPhones.

How has multitasking with smartphones become so integrated into our lives? In February this year, Google published a report saying that two days before this year's Super Bowl, 25% of users who searched for game information used their phones; during the game, 41% of all users who searched for information used their phones as a tool. (As shown below)

According to a report published by Mr Youth in February: For millennials, the most widely used terminal for multitasking and interacting with friends during the game is the smartphone. The survey report also found that while watching the game on their mobile phones, 62% of this generation will send text messages at the same time, and 57% will also be on Facebook at the same time; the proportion of people using Twitter ranks third, at 22%. (As shown below)

The survey showed that they included the communities they liked. During the football game, 28% saw the corresponding page on Facebook through a friend. Until Mr Youth wrote about it on their blog, a large number of people in the survey had no idea how many ads they had unconsciously seen on communities and online interactive platforms while watching the game, but of course some people noticed it.

Millennial Media didn’t miss out on their favourite social sites: during the Super Game, 28 per cent of people looked at a Facebook page forwarded to them by a friend; until Mr Youth wrote about the findings on their blog, few of those surveyed realised they were being bombarded with online advertising while watching the game, though some did notice.

Marketers have found that consumers, especially young people, prefer a quick snack when watching TV, even for big games like football. Paying for such data is essential, especially for social media.

Compiler: Abaibai