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Multi-platform audience for Rio Olympics

Written By Joseph Y. Musa on Monday, April 22, 2013 | 4/22/2013 07:54:00 am


AUSTRALIANS will follow the 2016 Rio Olympics and Paralympics on a diverse range of media platforms, according to a new report which examined the fragmented audience for last year's
London Games.
Television was easily the most popular way to follow the action in London, with 81 per cent of Australians tuning into scheduled network coverage.
That compares with 80 per cent of the population in the US and 89 per cent in the UK.
But the 18-34 demographic in Australia tuned in the least - with many in that age bracket turning instead to websites and social media for news from the Games, according to a new report by the Australian Communications and Media Authority (ACMA).
That relatively young age group accessed online news using a range of devices including smartphones, tablets and PCs.
Other age groups also used mobiles, tablets and PCs to follow the Games - and often did so at the same time as watching live television coverage.
"Australians were very much a part of the significant and ongoing global change in how people follow major events like the Olympics, with greater multi-screen viewing for convenience, and to connect with others on social media," the ACMA said.
The media watchdog predicts the multi-screen approach adopted by Australian audiences will become even more pronounced at future Games.
"These changes in viewing behaviour are likely to be more evident for the Sochi Winter Olympics in 2014 and the next Summer Olympics in Rio in 2016."
Other findings from the ACMA's report showed that 45 per cent of all Australian Google searches during the London Olympics were on mobile devices.
That compares to 47 per cent in the US and 46 per cent in the UK.
Globally, there were 116 million posts about the Games on Facebook.
There were also 150 million tweets, with 80,000 per minute when Usain Bolt won the gold medal in the 200 metres.
Australian sentiment on Twitter was "very upbeat", with 65 per cent of tweets positive and 35 per cent negative, the ACMA said.

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