After a yearlong postponement due to the coronavirus pandemic, The 2020 Summer Olympics are ready to kick off later this summer. Sports lovers are still waiting impatiently to watch this upcoming international multi-sport event, also known as Tokyo 2020 which was postponed and will now take place July 23 to August 8, 2021. In this sense, the power of sports will bring people together again to connect, support, and celebrate their nations from multiple devices.
With that in mind, while viewers are waiting for the Summer Games, brands are looking for ways to reach them within mobile devices since mobile usage skyrocketed in the past year. Therefore, AdColony surveyed mobile users about their plans for the games and how they will use their smartphones while watching to analyze how smartphones play a role during the games and how brands can connect with consumers and capture their attention.
AdColony distributed the Summer Games Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches while watching the Summer Games. Respondents’ ages ranged from 16 to 65 and were typically aged 25 to 34 both in EMEA and LATAM.
Let’s dive into the insights on device preferences, and online behaviors during watching Summer Games in EMEA and LATAM regions. Do not forget to check out the highlights and be sure to download the infographics for all the countries!
Survey Highlights — EMEA
Broadcast TV is in the game but smartphones are waiting on the bench – A majority of respondents (59%) said they will watch the Summer Games on their TV. However, mobile devices are also important for 42% of respondents who said they would watch the games on their smartphones.
Viewers will use multiple devices and apps to ensure they keep up with the Summer Games – More than half of the respondents (53%) said that they plan to watch the games on more than one device. Also, 64% stated, it’s moderately to extremely important to keep up on multiple devices. Almost half of the respondents (48%) said they are somewhat or very likely to download an app to keep up with or watch the Summer Games.
The majority of viewers will be second screening with their mobile devices – During the Summer Games, most of the viewers will also be on their mobile devices looking up Olympics content (43%), a very big portion of viewers (41%) will be playing mobile games while watching, followed by browsing social media apps (37%), and lookup an ad they saw (30%).
Watching sport-related events is increasing the intention of playing sports mobile games – 51% of sports lovers plan to play sports mobile games more than usual and 69% of them prefer to play sports-related games on their smartphones.
Viewers are willing to watch an ad rather than passing it during the Summer Games – 60% of respondents said they are somewhat likely, or will absolutely, look up an ad during the Summer Games and watch it again.
Survey Highlights — LATAM
Viewers will use smartphones to watch Summer Games as portable televisions – A majority of respondents (60%) said they will watch the Summer Games on their TV in the LATAM region. However, mobile devices are not so far behind with 43% of respondents who said they would watch the games on their smartphones.
Keeping up with multiple devices and apps to watch Summer Games is extremely important – The majority of the respondents (59%) said that they plan to watch the games on more than one device. Also, 62% stated that it’s moderately to extremely important to keep up on multiple devices. More than half of the respondents (52%) said they are somewhat or very likely to download an app to keep up with or watch the Summer Games.
Almost all viewers will be multitasking with their mobile devices – During the Summer Games, a big portion of viewers (62%) will be playing mobile games, 53% of them looking up Olympics content, 48% of them browsing social media apps, and 45% lookup an ad they saw.
Viewers will be playing sports-related mobile games to keep the spirit of the Olympic Games – A high percentage of sports lovers (58%) plan to play sports mobile games more than usual and unsurprisingly 70% of them prefer to play sports-related games on their smartphones.
Re-watching an ad after the Summer Games is more preferable – More than half of respondents (53%) said they are somewhat likely, or will absolutely, look up an ad during the Summer Games and watch it again.
About the Study
AdColony distributed the Summer Games Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches while watching the Summer Games. Respondents’ ages ranged from 16 to 65 and were typically aged 25 to 34 both in EMEA and LATAM.
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