US Interest in Mobile Olympic Coverage High

Nielsen Mobile estimates that 44.7% of mobile video users and 22.6% of mobile internet users in the US are likely to follow the Olympics on their cell phone this summer, compared to 31.3% and 17.2% of mobile video and internet users in the UK respectively.

What information do users want on the mobile internet?

Top 3 Olympic Categories (% Mobile Internet Users) - US & UK

US UK

1. Event Results (66.3%) 1. Event Results (73.5%)

2. Medal Counts (44.3%) 2. Read Articles (37.4%)

3. TV Schedule (43.7%) 3. Medal Counts (34.2%)

What events do users want to watch on mobile video?

Top 3 Olympic Events (% Mobile Video Users) - US & UK

US UK

1. Gymnastics (61.7%) 1. Track and Field (89.9%)

2. Swimming/Diving (58.5%) 2. Boxing (59.1%)

3. Track and Field (54.4%) 3. Gymnastics (53.7%)

Comments (on the record) from Kanishka Agarwal, Vice President of Mobile Media, Nielsen Mobile:

"The Olympics are going to be a watershed moment for media fragmentation tied to mobile, especially since mobile Internet usage has reached critical mass."

"It will be difficult to miss a second of the Olympics this summer. With millions of mobile users expected to follow the Games on their phone this summer, it's no surprise that companies like NBC have optimized their mobile websites and developed compelling mobile content specifically for consumers looking to get a quick Olympic fix."

"Mobile media will change the way many consumers engage with this summer's Olympic Games. Consumers are especially looking forward to the high-profile, short events such as Track and Field and Gymnastics on their phone. Longer team sports, such as soccer and volleyball, are less conducive to mobile viewing, but mobile users will still follow the scores closely on their devices.