Forget ‘social media Olympics’, these are the mobile games

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Over the last week, we have reported how almost half of U.S. and UK Olympics video streams served by NBC and the BBC were to smartphones and tablets. Now search data further reinforce how the mobile internet has reached new heights this summer.

Google on Tuesday published data showing the largest share of searches for “Paul McCartney”, as his performance closed out London 2012’s opening ceremony, came from smartphones…

Strung out over the games’ first two whole days, Google’s data shows desktop regaining the majority of search share for Olympics-related queries; only Japan saw the majority of searches from handsets…

Evidently, mobiles and tablets pull the strongest audiences at night and around large events.┬áDai Pham and Adam Grunewald of Google’s mobile ads marketing team write:

Ahead of the games, three quarters of IAB and Mojiva survey respondents (U.S. and UK) said they would follow their country’s Olympic team via mobile in some way. Half said they would do so whilst watching TV.

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