Viewers get ready for online Olympics


Ahead of the London Games, new research says that 13% of Britons will watch coverage from the Olympic Games live online.

The UK public broadcaster the BBC has the TV and online rights and is making a raft of content available live online and for catch-up viewing. However, analysis from sports marketing agency MEC Access suggests a relatively small proportion will watch content online. It found that 11% of respondents to its survey will watch highlights footage online and just 3% will watch clips and video on a cell phone.
The researchers also surveyed viewers in China, which held the last summer Olympics, and the proportion planning to watch online footage was far higher than in the UK. MEC found that 53% of respondents plan to watch coverage live online, 38% plan to watch highlights online and 31% will view clips on a cell phone.