‘Facebook IQ polled 14,731 people between the ages of 18 and 55, across 17 countries, and its findings included:
- 72 percent of respondents are enthusiastic about Rio 2016. By age group, the figures are 74 percent for 18 through 25, 75 percent for 26 through 35 and 69 percent for 36 through 55. By gender, 70 percent of men and 68 percent of women are excited about the Summer Olympics.
- Facebook users are 1.4 times more likely to look forward to Rio 2016 than non-Facebook users.
- 64 percent plan to follow the Games via mobile devices. 44 percent of U.S. respondents intend to do so, and 51 percent said they will watch highlights on mobile devices.
- About one-third of respondents said they will follow Olympics-related news and conversations on Facebook, and roughly the same percentage will watch related videos on the social network.
- Millennials who are enthusiastic about the Games are 1.3 times more likely to follow them via mobile, and younger millennials are 1.3 times more likely to follow related news and conversations on Facebook and 2.4 times more likely to do so on Instagram.
- 63 percent of respondents feel that the Olympics are about national victory, rather than global citizenry.
- 70 percent believe the Games represent human achievement at its best.
- 73 percent believe the outcome is better described by team victories than individual victories.
Facebook IQ also provided the following takeaways for brands on the social network:
- Focus on the values that unite: The Games mean something different to everyone. Marketers can pay attention to the unique meanings the Rio Games hold for different people, appealing to the sense of teamwork or competition that inspires viewers.
- Woo high-achieving sports fans: Sports fans are driven to succeed. Tap into their motivated mindset with messaging that is relevant to them.
- Diversify your messaging to win the Rio Games: People of all ages and genders say they will be watching the Rio Games. When developing your creative campaign, deliver a message that is about more than sports and reflects the diversity of fans.
- Go for the gold with mobile: While most people say their viewing will be spontaneous and sporadic, many say they will turn to mobile to keep up with the action. Brands can help highly mobile fans stay connected with highlights and news throughout the Rio Games.