Smartphone searches outscore desktop data requests, said Google, which said 46% of Olympic searches in the UK were made on smartphones and tablets.
Smartphone searches for information on the Olympics are surpassing those made on tablets and desktop devices, according to data released by Google.
The search giant revealed the data on a blog post on Monday, explaining that Olympic related searches had risen 10-fold in the first week of the Games, as people around the world keep up with results on the move.
For example, in the UK 46 per cent of all Olympic searches were made on smartphones and tablets, while during some key moments mobile searches have been the predominate way in which information was gathered.
For example, at the end of the opening ceremony when Paul McCartney appeared, searches for the former member of The Beatles rocketed, with smartphone searches far exceeding those of desktops or tablets (see below).
Dai Pham and Adam Grunewald from Google's mobile ads marketing team, no doubt keen to show firms the benefits of advertising on the firm's platform, said the figures underlined the new way in which users consume information.
"Olympic fever is a global phenomenon, and mobile searches are letting everyone get immediate information, in real time, about what's happening moment by moment," they said.
"It's clear that these are the first multi-screen Olympics, as users are engaging across TV, computers, smartphones and tablets, often at the same time."
The use of mobile applications to keep track of the Olympics is also huge, with the chief information officer of the London Organising Committee of the Olympics Games (LOCOG) revealing last week that its official results app had been downloaded over 8.1 million times.
This article was originally published on V3.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT