Mobile Apps Score Among Super Bowl Viewers - eMarketer
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Mobile Apps Score Among Super Bowl Viewers

Half of tablet, smartphone users planned to use apps during the game

February 3, 2015 | Advertising & Marketing | Mobile

About half of Super Bowl viewers were likely tapping away on apps during this past weekend’s football game, based on recent research. According to polling conducted in late January by Harris Poll for SOASTA, 46% of US smartphone and tablet owners planned to use apps while watching the Super Bowl, up from 41% the year before.

Types of Apps that US Smartphone/Tablet Users Plan to Use While Watching the Super Bowl, Jan 2015 (% of respondents)

Good news for advertisers that wanted to chat about Super Bowl ads in real time: Social media apps like Facebook and Twitter were the most-preferred type to use while viewing the game, cited by one-third of game-time users. Interestingly, sports apps like ESPN were 12 percentage points less popular, at one-fifth of respondents, possibly because viewers could get the same info on the TV.

Apps involving other types of games, such as the addicting Candy Crush, were nearly just as popular as sports, cited by 19%. Perhaps these viewers were only in it for the ads, a more traditional form of Super Bowl entertainment—and one that isn’t dying at the hands of digital.

Attitudes Toward Super Bowl TV Ads According to US Consumers, 2012-2015 (% of respondents)

In fact, according to a study by Prosper Insights & Analytics for the National Retail Federation (NRF), also conducted in late January, Super Bowl TV ads were still considered a huge form of entertainment. Over 77% of US consumers said they looked at Super Bowl TV commercials as entertaining—the top response by a long shot.

While impressive, this was down slightly from 2014’s 78.4%, meaning advertisers may need to catch viewers’ eyes elsewhere as well. The key then is for advertisers to find the right blend of digital and traditional media for game-day. Consumers are no longer glued to one screen, and instead look for info and entertainment across channels.

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