According to a new Crowdtap study, the Summer Olympics in Rio are poised to be the most social yet, with millennials and Gen Z indicating that they will engage extensively on social platforms, especially Snapchat.
The key findings of 500 people surveyed show that platforms will vary by age group, with Facebook being the leading platform among all adults. However, Snapchat, which continues to emerge as the de facto platform for younger audiences, will likely see increased activity with 32 per cent of younger millennials (18-24) saying that they will share Olympics-related content on the platform as opposed to older millennials (19 per cent) and viewers over the age of 35 (12 per cent). 18 per cent of all viewers surveyed said that they will discuss the games on Snapchat, with a current audience, according to Crowdtap, of 100m active users.
“The evolution of media consumption habits has had a dramatic impact on the way people experience major cultural events,” said Claudia Page, VP platform growth and creator partnerships at Crowdtap. “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.”
The study also indicates that happenings outside of the athletic competition itself, in the form of human interest stories and meme-worthy moments, will be an ample source of chatter with millennials indicating that they are two times more interested in the cultural aspects of the games.
Other interesting findings show that 84 per cent plan to watch the games on television and that males are two times more likely to watch on computers, tablets and smartphones. Additionally, 78 per cent of viewers favor gymnastics while swimming (68 per cent) and diving (54 per cent) round out the three most popular competitions at the games.