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BizReport : Social Marketing : July 18, 2012

How the 2012 Olympics may boost social media

What a difference two years can make. While many 2010 Winter Olympians Tweeted or Facebooked friends and family during the games, the number of Olympics fans and viewers using social media to follow the games was much smaller than the number expected during the 2012 Olympic Games.

by Kristina Knight

New data from TechBargains suggests about 7 of 8 Olympics viewers plan to use social and/or texting to talk about the games. TechBargains data also suggests:

• 53% plan to support specific athletes via social media or texting during the Games
• 77% plan to engage with other fans via Facebook
• 31% plan to use Twitter
• 57% will be using social media from laptops during the Games

Those viewers are also planning to upgrade how they watch. The survey found more than 15% plan to 'buy a device' - like a new television set - to enjoy the 2012 Olympics.

"The 2012 Summer London Olympics are introducing the 3D TV experience to sporting events, something that has yet to be done on such a large scale," said Yung Trang, President and Editor in Chief of "While the results indicate that not many people will actually be watching the events via a 3D TV, it's simply because they don't have access to the proper entertainment system and not because of a lack of interest. This is also the first Olympic games since social media use has become widespread. Both factors have serious implications for all national and international sports organizations and will dramatically affect the viewer experience."

94% plan to watch the Games via television but nearly half (46%) will stream via laptop while 31% plan to watch via tablet. And, don't tell the boss, but about 20% will tune in to Olympics coverage at work.

Meanwhile, iProspect data suggests the number of Twitter, Facebook and other social media accounts will soar just before the Olympics as people try to take advantage of the social space to get a more detailed look at events. Nearly 5 billion fans are expected to watch more than 5,000 hours of Olympic content this year - and one-third (33%) have a connected device. Those tablets, smartphones and laptops, as well as connected TVs, will give fans even more ways to engage with Olympic athletes, coverage - and sponsors.

Tags: 2012 Olympics, iProspect, social marketing, social media trends, social networks, TechBargains

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