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Mobile Usage Was High During the Super Bowl

Users also turned to mobile apps during the big game

February 12, 2016 | Advertising & Marketing | Mobile

During the Super Bowl 50, viewers were glued to their TV sets—with their mobile devices nearby. A February 2016 survey found that mobile accounted for the largest share of searches related to Super Bowl ads.

Share of Super Bowl Ad-Related Searches Conducted by US Internet Users, by Device, Feb 8, 2016 (% of total)

Research from Think with Google looked at the primary device used to conduct searches related to Super Bowl ads among US internet users. Some 82% of searches related to Super Bowl ads were conducted on mobile devices.

Desktop devices accounted for 11% of Super Bowl ad–related searches, and tablets accounted for just 7%.

Internet users often conduct digital activities simultaneously while watching TV. In fact, September 2015 data from TiVo revealed that most digital viewers multitask while watching live television.

Average Number of Apps Launched During the Super Bowl by Mobile App Users Worldwide, by Category, Feb 7, 2016

A separate February 2016 survey from Localytics found that mobile app usage was also high during the Super Bowl. Mobile app users worldwide launched an average of 3.21 social network apps during the big game.

In addition, respondents said they launched an average of 2.40 music apps as well as 2.22 entertainment apps while watching the big game.

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