Google: Nearly 50 Percent Of Olympics-Related Searches Coming From Mobile Devices

Even though large sporting events such as the Super Bowl have seen their share of mobile traffic, the current Olympic Games are the first truly multi-platform global sporting event. During the first two days of the Olympics, smartphone and tablet searches approached 50 percent of overall search query volume according to Google. In one case, Japan, it exceeded it (55 percent).

Australia, the UK and US all saw mobile (tablet + smartphones) query volumes reaching into the high 40s: 45 percent, 46 percent and 47 percent respectively of total search queries.

Google said, “at some moments during the Games, there have been more searches performed on tablets and smartphones than on computers.” Some of this activity is in the context of the so-called “second screen” phenomenon of people watching TV and using smartphone or tablet devices to gather more information about what they’re watching or to avoid commercials.

In particular Google documented this during the Paul McCartney performance of the Beatles’ classic song Hey Jude during the opening ceremony.

Just as American Idol “taught America to text,” these Olympics are establishing new — or new levels of — mobile usage and viewing behavior among US and global audiences.

While NBC has been roundly criticized by many pundits and bloggers for its coverage of the Games, the BBC’s multi-screen coverage, as the NY Times pointed out, has given the world (those who can watch) a glimpse into the future of TV coverage.

Related Topics: Channel: Mobile | Google: Mobile | Search Engines: Mobile Search Engines | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Nathaniel Bailey

    I must say the BBC are doing great with the coverage of the games, but who would expect any less from them, after all we are hosting the games here in the UK so its the BBC’s time to shine for a change lol

    Back on topic, I can hardly say I’m surprised at the amount of mobile searches because more and more people (especially the younger generation and professionals) are doing searches which out and about because its much easier to find things out in the now on your phone then remember to catch up once you get home where you have other things to do.

    So mobile search is bound to grow and grow because people don’t want – and often can’t afford – to be left behind on what’s happening in the now!

  • w3origin

    Technology is changing rapidly and the whole marketing scenario has changed now. This is the symbol of technological innovations that how much we are adopted the latest trends. Even in countries like India people use mobile phone to use the internet instead of Computer and laptops. But the data is really surprising. 

  • IMBenson

    This is just incredible. Those who aren’t taking advantage of mobile search marketing will soon be left in the dust as the early adopters that do will reap all the benefits and take over market share in the near future.

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