Fans have been turning to smartphones and tablets for Olympics-related information in record numbers, according to statistics released by Google yesterday, with Europeans making a higher proportion of mobile Google searches than inhabitants of any other continent. Writing on the company’s Mobile Ads Blog — which means these self-serving figures shouldn’t be taken entirely at face value — marketing execs Dai Pham and Adam Grunewald describe how, in most European countries, more than a third of relevant Google searches occurred through the mobile site or mobile apps over the first two days of the Games. Many of these can be attributed to “second screen” viewing, with users searching for extra information and detail while watching events on television.
Although this is a snapshot of Google searches only, Japan reported the highest number of mobile Olympic searches and data suggested tablets were used more often than smart phones in vacation hot spots.
Expedia’s Barry Diller Calls on Google to Be Regulated
Free eBook: How Travel Marketers Drive Video Engagement Across YouTube, Facebook, and Instagram
TripAdvisor Plays Meta on Meta Marketing Game With Google
Google’s Conflicted Travel Strategy Pushes Forward
TripAdvisor Digs Deeper Into Social Travel With a Personalized Recommendation Feed