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US mobile consumers interacting with Olympic brands

Twenty-percent of US mobile consumers look up products that Olympic teams or athletes endorse, compared to 12% of UK consumers, according to research from IAB mobile, IAB UK and Mojiva.

The study showed that almost 50% of both US and UK respondents said that they click or interact with mobile ads at least once a week.

US respondents (18%) were more inclined than their UK counterparts (6%) to interact with mobile ads that featured an athlete, while UK consumers are more likely to respond to mobile ads from official Olympic sponsors (13% v 8%) and ads featuring sports of interest (36% v 22%).

For both US and UK consumers, the study found that approximately 50% will use their mobile device for Olympic-related activities, while watching the live events on TV, with 22% planning to stream games live via their mobile.

For UK mobile users, 55% plan on downloading an Olympics app only if it is free and 12% plan to download an app regardless of whether it is free or not. When asked if they were lucky enough to attend the Olympics, 44% stated that they would use social networks the most to share information, followed by travel/location apps (16%), picture apps (14%) and mobile payments (4%).  

Jenni Baker, London