Mobile Use To Soar During Super Bowl

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Nearly 60% of mobile phone users plan to look at or use their phones during this year’s Super Bowl, according to a new survey by Harris Interactive, commissioned by mobile marketing firm Velti. The finding underscores the broader shift toward two-screen viewing, with people turning to smartphones or tablets to augment traditional TV watching.

Eight out of 10 viewers plan to use their mobile devices as much or more than they did during last year’s Super Bowl. About half of all viewers 18+ are expected to check their mobile phones 10 times more. Those ages 18-34 will do so at about twice that rate. Within that age bracket, 22% will use their phones more frequently during the 2012 Super Bowl.

The results suggest that the two-screen viewing phenomenon could undercut the multimillion TV campaigns advertisers are rolling out for the big game. Per the survey, people who plan to use their phones during the game are twice as likely to do so during commercial breaks as opposed to game play (26% versus 13%). 

When it comes to the halftime show, men are twice as likely as women (26% to 13%) to access their mobile devices. The survey did not specifically ask whether people would look at game-related content on their phones.

Brands including Pepsi, Subway, GoDaddy.com and Chevrolet are trying to capitalize on the two-screen trend by launching or sponsoring custom apps tailored to the Super Bowl featuring game-related content, social sharing elements, contests and prizes. Shazam has said that nearly a third of Super Bowl spots will allow viewers to unlock special content and offers during commercials by using the Shazam app. 

“This survey is indicative of how integrated the mobile device has become during the biggest television event of the year in the U.S.,” stated Velti CMO Krishna Subramanian. “Younger viewers say they are sitting in front of the television with a phone in their hand, and they’ll likely check that screen often. There’s no going back now from the fact that the Super Bowl is truly a two-screen experience.”

Nearly all mobile users expect to watch the Super Bowl with at least one other person, and almost half (47%) of people using their phones during the game say it’s likely those watching with them will also be on their phones at some point during the broadcast. 

The online survey was conducted by Harris Interactive from Jan. 25-27 with 2,099 adults, among whom 1,428 had a mobile phone and will watch this year’s Super Bowl.

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