The findings of a new survey conducted by Harris Interactive and commissioned by the IAB show that, regardless of whether the Broncos or Seahawks win, it’s already evident who will steal the show on Super Bowl Sunday – your smartphone.
When it comes to how Americans plan to watch Super Bowl XLVIII, the majority plans to enjoy the game with a snack or cold beer in one hand, and their smartphone in the other.
74 percent of American adults said they are planning to watch the Super Bowl this year. 57 percent of smartphone owners with plans to watch the game expect they would use their phones during the game.
For marketers running ads during the game, then, having mobile ties built into those expensive commercial slots is transitioning from a nice to have to a must have, as a strong majority of likely viewers will be able to take advantage of a smartphone call to action.
“As far as communication channels,” the survey summary reads, “36 percent of the smartphone-owning game-intenders said they’d use their smartphone to text, email, and/or instant message with friends (the most-cited activity), while 21 percent said they’d be posting to social media and only 16 percent said they expected they’d call friends and family to talk about the games. ”
And ads are important too, IAB finds. 14 percent of anticipated game-watchers expect to look up information about ads or products advertised during the game.
How engaged with your smartphone do you plan to be on Super Bowl Sunday?