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
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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
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