Over 40% of U.S. adults to stream Olympics on mobile devices: report

Nearly half of adult Americans will be heading to their mobile devices to tune into live coverage of the Olympics, according to a new survey.

There has been much ado in the news that the 2012 Summer Olympic Games, which kick off in London next Friday, will be the first "social media" Olympics. (The Guardian went so far as to dub them the "first Twitter Olympics.")

Within the United States, there have been a few special mobile apps produced for the Olympics, typically produced by NBC.

But this year, the Olympics are coming to mobile devices in a brand new way through mobile streaming -- and a new survey from mobile marketing firm Velti reports that Americans are ready.

Velti predicts that 40 percent of those who plan to follow the Olympics this summer will do so on two or more devices.

Streaming will be the most sought-after activity as 45 percent of that viewing pool is projected to access video clips and replays while 41 percent will be streaming live coverage.

But the extra real estate on tablets is definitely going to make a difference. Approximately 50 percent of U.S. followers will look up archived video content, while 45 percent will tune in to their tablets for live coverage.

Note that this is the first year the Olympic Games will stream all 32 sports live.

Naturally, plenty of U.S. adults will still use their mobile devices for keeping up with news from the Games, but maybe not as many as you would expect. Velti expects 35 percent of the U.S. adults will use tablets for reading news coverage about the 2012 Olympics, while 27 percent will use their smartphones.

For reference, Velti's survey was conducted online within the United States by Harris Interactive (on behalf of Velti) between June 29 and July 3, 2012 among 2,088 adults ages 18 and older.

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