Mobile is no longer just the second screen; for many followers of this year’s Summer Olympics, it may be the main screen.
A new report from Phunware based on a survey of around 450 people across the United States found nearly 80 percent of consumers are likely to tap into coverage or content from the 2016 Olympics on their mobile device. Of those respondents, 70 percent said they plan to view the Games directly on their smartphone or tablet, while just 23 percent said they would use mobile as a secondary experience vehicle.
The survey indicated the shift is a result of consumer desire for both control and access to live content. Among consumers who plan to use a mobile device for Olympic viewing, more than half cited said the primary reason was the ability to watch live coverage. An additional quarter of those respondents also said mobile viewing provides more or better content than traditional TV viewing.
“Today’s consumers want more control over their media experiences. They expect access to the content and information they want, when they want it, and traditional television and even web viewing just doesn’t align with those expectations,” Phunware CEO Alan S. Knitowski said. “Mobile gives them that level of customization and on-demand accessibility, so it’s no surprise that we’re seeing consumers turn off the TV and turn to mobile to stay connected, especially when it comes to some of the biggest media events of the year like the Summer Olympics.”
Knitowski said brands and operators should look to catered options to produce a compelling user experience. And what consumers want, the Phunware survey showed, is live content and options.
According to the survey, three-quarters of respondents said they were irritated by the lack of live coverage during past Olympic events, with 61 percent of those saying prerecorded events are less compelling than live coverage.
Additionally, 75 percent of respondents wanted the ability to choose which events to watch rather than getting stuck with the most popular option. Around 75 percent of respondents said they would opt-in to receiving customized notifications about scores and events from Olympics-related mobile apps.
“Mobile can no longer be an afterthought or an add-on, but must now be at the center of every media company’s content and engagement strategy,” Knitowski said.