Snapchat Wins Olympic Gold Among Younger Millennials (Study)

When it comes to sharing content related to the 2016 Summer Olympic Games in Rio de Janeiro, age group tends to dictate the platforms being used.

When it comes to sharing content related to the 2016 Summer Olympic Games in Rio de Janeiro, age group tends to dictate the platforms being used.

A new study from “people-powered marketing platform” Crowdtap analyzed the Olympics viewing habits of 500 U.S. men and women, and it found that younger millennials favor emerging platforms, such as Snapchat and Instagram, far more than older millennials and adults over 35 do.

Other findings by Crowdtap included:

  • 32 percent of younger millennials (18 through 24) said they will share Olympics content on Snapchat, compared with 19 percent of older millennials (25 through 34) and 12 percent of those 35 and older.
  • 18 percent of respondents said they will discuss the Olympics on Snapchat.
  • Millennials are twice as interested in the “cultural chatter” surrounding the Games than non-millennials.
  • 57 percent of respondents plan to host Olympics viewing parties at their homes.
  • 84 percent plan to view the Games on television, with males twice as likely as females to watch on computers, tablets and smartphones.
  • Gymnastics was the most popular event, at 78 percent, followed by swimming (68 percent) and diving (54 percent).

Crowdtap vice president of platform growth and creator partnerships Claudia Page said in a release introducing the study:

The evolution of media consumption habits has had a dramatic impact on the way people experience major cultural events. The goal of our study was to help brands understand the preferences of Olympics viewers as they plan their content strategy ahead of Rio. Whether brands are signed on as official sponsors or simply want to actively participate in the conversation, the key to success will be identifying the distribution channels and topics that are most relevant for your brand and your audience.

Readers: How did the findings by Crowdtap match up with your plans for Rio 2016?

CrowdtapOlympicsStudy