Whatever other history is made at the 2008 Beijing Games this month, one chapter has already been written: The games have accelerated media fragmentation by garnering a worldwide audience that opted to watch on cell phones. That’s according to new research from The Nielsen Company. Its Nielsen Mobile service predicted that nearly 45 percent of U.S. and 31 percent of UK mobile video users form part of that mobile audience.
Data reveals that track and field and gymnastics are the high rankers for popular Olympic events mobile video users watch on their phones — 89.9 percent of UK mobile viewers of track and field and 61.7 percent of U.S. mobile viewers of gymnastics.
For more information, visit www.nielsenmobile.com/html/press%20releases/MobileOlympicsCoverage.html.