Mobile Madness, How Did Mobile Phones Engage With NCAA March Madness?

Mobile Madness, How Did Mobile Phones Engage With NCAA March Madness?

Over 2,000 U.S. adults were surveyed to see how they engaged with mobile devices during the 2012 NCAA Tournament.

How did mobile impact the NCAA tournament consumer experience?

Mobile insights: Mobile devices gave users immediate access to data, content, and scores during live events. For 26% of passionate fans, fans with a favorite team in the NCAA tournament mobile devices became the first viewing for watching games and getting the latest news. Also, for the first time ever, fans could purchase a NCAA Tournament app that allowed them to watch ever game via their mobile device.

  • 69% of consumers watching the 2012 NCAA Tournament on TV this year used their mobile device while watching
  • 26% of passionate fans followed the NCAA Tournament primarily by using their smartphones
  • 69% of consumers following the NCAA Tournament agreed that having a mobile device allowed them to access content conveniently

Top 10 Advertising Verticals

  1. Finance
  2. Telecommunications
  3. Entertainment
  4. Retail & Restaurants
  6. Automotive
  7. Technology
  8. Travel
  9. Education
  10. Pharmaceuticals

On the 1st day of the NCAA Tournament, sports apps experienced a 31% impression increase week-over-week. During the 5pm-7pm time slot, impressions increased 158% week-over-week.

In addition to an increase in impressions across Sports apps, Social Media apps also experienced a 42% impressions increase week-over-week during prime time games on the first day of the NCAA Tournament (7pm-11pm).

  • 88% of passionate sports fans used mobile devices for an NCAA Tournament related activity
  • 78% of passionate fans said that mobile gave them convenient access to NCAA Tournament content
  • 40% of passionate fans specifically purchased an app related to the NCAA Tournament

Mobile Smart Phone Usage During March Madness 2012-Infographic
Infographic brought to us by Millennial Media Mobile Madness
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