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Study: Tokyo 2020 to be watched on mobile by nearly half of fans

45% of respondents tell AdColony they plan to watch Games on more than one device.

11 May 2021 Ed Dixon
  • 46% of respondents said they would watch event on their smartphones or tablets
  • Audience set to skew toward 63% females versus 35% males
  • Majority to multitask on their mobile while watching

A new survey carried out by AdColony has found that nearly half of fans plan to watch this summer’s rescheduled Tokyo 2020 Olympic Games on a mobile device.

The mobile advertising and monetisation platform revealed that 46 per cent of respondents said they would watch the Games on their smartphones or tablets. In addition, 45 per cent said they plan to watch on more than one device, with another 38 per cent saying it is extremely important to keep up with the event on mobile devices. 

The study found that the audience is expected to skew toward 63 per cent females versus 35 per cent males.

AdColony’s results also showed that the majority of viewers will be multitasking on their mobile devices, with 47 per cent texting, 47 per cent browsing social media apps and 37 per cent looking up Olympics content. 29 per cent of respondents said they will be playing mobile games while watching. 

As a result, the study noted that mobile will play an important role as brands look for ways to connect with viewers as they watch.

Tokyo 2020 is now set to take place from 23rd July to 8th August, with only Japanese residents permitted to attend. However, the country’s prime minister Yoshihide Suga is facing increasing opposition from the public after more opinion polls indicated people in Japan want the event cancelled.

Japanese tennis stars Naomi Osaka and Kei Nishikori have also joined the debate. Osaka said hosting the Games should remain a topic of discussion as long as the subject was “making people very uncomfortable”, while Nishikori believes that ensuring people’s safety should take priority over the event.  

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