London Olympics to Spark Explosion in Mobile Data Traffic

The London Olympics will mark a turning point in the digital communication revolution with digital going mainstream in the UK as sports fans are set to switch on one billion smart devices in the capital to follow the Games, says international consumer research specialist Intersperience.

Intersperience, a specialist in how digital issues impact on consumer behaviour, is staging an Open Ideas event on May 24 at which Phil Fearnley, who is responsible for the delivery of the Digital Olympics at BBC Future Media, will provide an insight into the many ways in which the public can enjoy coverage of what will be the world’s first truly digital Games.

The Open Ideas event, which will be attended by representatives from some of the world’s biggest consumer brands and advertising and marketing firms, will include a special presentation from the BBC, digital rights holder for the Games, on how it will deliver more footage than ever on more devices to an anticipated global audience of four billion people.

Intersperience Chief Executive Paul Hudson said: "People are communicating across more digital platforms than ever and greater use of mobile internet is radically changing the way we send, consume and share information via email, text, Facebook and Twitter. London 2012 represents the biggest digital challenge ever for a live sporting event - the Superbowl generated more than 10,000 Tweets per second - the Olympics will be even bigger."

Hudson added: "We’ve been charting critical shifts in consumer behaviour since the digital revolution began and our latest research concludes that the UK has reached a turning point in terms of mobile internet adoption and consumers’ desire for ’constant connection.’ The Olympics will showcase not just how broadcasters measure up to the challenge but how the world’s biggest consumer brands respond to the growing army of switched-on digital citizens."

Intersperience will present new research findings on a range of issues impacting on the UK’s increasingly digital society at the Open Ideas event, which takes place at the Museum of London. These will include insights into the ’connected consumer’, the behavioural traits of the ’mobile consumer’ and a study of the ’hyper-local consumer’ - the latest fast-growing consumer segment to emerge from in-depth research across all age groups within the UK.

 [May 16, 2012]

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