According to iProspect, a large British digital marketing agency, and Carat, a media agency, Twitter was the favourite social media site for 97% of all online conversations about the opening ceremony. The study discovered that 60% of all social media interactions about the opening ceremony were positive – while 14% were negative. The rest were mediocre. The majority of tweets about the ceremony and British sentiment (58%) were from the UK – while 22% originated from the US. The rest were from around the world.