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Nearly 60 percent of mobile phone users will be checking their devices during the Super Bowl, according to a new survey by Velti and Harris Interactive. And about half (47%) of all viewers say they expect to check up to 10 times during the game. “There’s no going back now from the fact that the Super Bowl is truly a two-screen experience,” said Krishna Subramanian, Chief Marketing Officer of Velti.
As we outlined earlier this week in our Super Bowl social TV preview, startups, advertisers and media brands are rolling out second screen experiences and campaigns in force for the big game. Here are some other interesting stats from the survey:
- 83 percent of viewers who plan to use their mobile device expect to use it as much or more than they did during last year’s Super Bowl.
- 13 percent of viewers with phones say they’ll check during game play compared to 26% during commercial breaks.
- Men are twice as likely as women (26% vs. 13%) to use their devices during the halftime show.
- Among 18-34 year olds, those who say they’ll check their phone during the game predict they’ll use the device an average of 19 times.
The study did not address what people would be doing on their phones, such as texting and tweeting. But an earlier study by Yahoo and Razorfish found 94% of mobile multitaskers communicate while watching TV (texting, talking, email, social networks and IM), while 60% are looking up content.