Millennial Women to Tune In to TV, Social for Rio Olympics - eMarketer
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Millennial Women to Tune In to TV, Social for Rio Olympics

Facebook will be their go-to social platform

More than two-thirds of US millennial women who use social media plan to keep tabs on the upcoming Summer Olympics via television. But don’t count out social. According to July 2016 research, another 63% said this would also be a key source for updates throughout August.

Sources that US Millennial Female Social Media Users Plan to Use to Stay Updated on the 2016 Summer Olympics (% of respondents)

In June 2016, Influenster surveyed 3,992 US women ages 19 to 35. Respondents were heavy users of at least two social media channels.

According to the data, 68% of those polled said they anticipate television will be their go-to medium for staying up to date with the Summer Games. However, not far behind was social media, according to 63%. The least popular anticipated sources for information included Olympic apps (10%) and newspapers (7%).

It shouldn’t come as too much of a surprise that TV is a top source for followers of the Games. In fact, in a separate June 2016 study from Rubicon Project and Penn, Schoen & Berland Associates, 84% of US internet users—male and female—said they will watch the events live on television. The same goes for Olympics fans in the UK, too.

Aside from TV though, the Influenster research also uncovered which social platforms millennial females would lean on for Olympics updates in particular. More than 60% said Facebook, followed by Instagram at 51% and Twitter at 41%. Meanwhile, Periscope was the least anticipated platform (3%) to follow coverage of the Games on.


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