One of the major routes which brands and marketers can take during Olympics to reach to their fans seems to be second-screening, according to the Global Web Index’s latest findings.
Olympics are a week away and almost 85 percent of fans say that they use another device while watching TV. Mobiles are the clear favorite with 62 percent (up by five percentage points since 2014). In contrast, laptops and PCs have both seen dips over the same period.
Social actions like chatting to friends and checking social networks are the top dual-screening behaviors, with many evidently keen to connect with other fans and see reactions to the games in real-time.
14 percent of these second-screeners share opinions and 13 percent report interacting with the online content of a TV show. Despite the percentage being less, it still demonstrates the opportunity to integrate off-screen online activities with on-screen content among this group.
