Google reveals London 2012 mobile search trends

Wed 8th of August 2012, filed under Mobile Marketing

Mobile surge for London 2012

London 2012 is generating a huge volume of searches on mobile devices worldwide, according to new figures published by Google.

According to a post on the Google Mobile Ads Blog, the number of Olympics searches on smartphones and tablets in the first week of the Games was up 10x on the previous week. What's more, there have been several points when traffic from mobile devices actually surpassed desktops. And it appears that people are primarily using their iPhones and iPads as research tools, looking up information about athletes and events while watching the action unfold on their TVs.

Mobile search volumes by country

Google's statistics also offer an interesting country-by-country comparison. Perhaps unsurprisingly, the UK emerges as the top European country for engagement, with 46 per cent of all Olympic searches coming via mobile devices. This puts it practically neck-and-neck with the US on 47 per cent, although Japan is the top country globally with a staggering 55 per cent market share.

Dai Pham and Adam Grunewald of Google Mobile Ads Marketing described London 2012 as the 'first multi-screen Olympics'. They explained: "Olympic fever is a global phenomenon, and mobile searches are letting everyone get immediate information, in real time, about what's happening moment by moment."

Adrian Mursec, senior developer at theEword, said: "The original iPhone was only a year old when the last Olympics came around. In the four years since Beijing 2008, we've seen an explosive rise in the number of searches carried out by smartphone. London 2012 provides a useful yardstick of how far we've come, with almost half of all UK searches now originating from mobile devices."

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