Friday, 1 June 2012

38% of Eurovision searches that took place during the competition came from mobile devices

"Looking at related search queries from all 42 Eurovision countries on the day of and day before the finals of the Song Contest, we saw an increase in the share of smartphone and tablet searches by nearly 50% from Eurovision 2011. Consumers in a handful of European countries were particularly savvy, actively using their mobile devices to learn more about  the mind-blowing performances they saw on screen. More than 54% of Eurovision fans in Denmark searched from mobile devices, along with more than 40% in both Switzerland and Norway. Additionally, Denmark and Norway had the highest share of Eurovision searches conducted on tablets with 11% of Norway’s and 14% of Denmark’s Eurovision queries occurring on tablets.
Tablets and smartphones come out when the show starts - please note this does not show absolute search volume
Looking at a timeline of searches for Eurovision (normalized based on total search queries for each device type), show us that these mobile and tablet searches were largely complementary to desktop searches. At the primetime of the Eurovision finals, on the evening of May 26th,  we observed that people were switching to their smartphones and tablets with more than 38% of queries coming from mobile devices. This is similar to previous search data showing that tablets come out as the sun goes down. The large screen and compact form factor of tablets favour usage in front of the TV and from previous studies we know that the top browsing location is on the couch."

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