A new analysis by Adobe Digital Insights (ADI) shows that while Americans are very interested in the Olympic Games Rio 2016, many will be watching at home this time, in part because of concern about the Zika virus.
As part of its analysis, ADI watched global flights booked in Rio and surrounding airports for the first six months of 2016. Not only are flights to Rio down together, but the reserved flights are also lagging behind the significant growth in bookings seen since the 2014 World Cup, despite the fact that the Rio Olympics offers twice tickets.
“We are doubling the Rio 2016 Olympic Games the” stay at home of the Olympics, “said Becky Tasker, analyst director at ADI. “We believe that Zika could lead some of that. We looked at the Olympics and the social Zika mention surrounding, and we found that the US is exponential talk over other countries. We believe that this could have a impact on travel in Brazil. “
” Our prediction is that these Games will be very mobile-centric in that people will be watching from their mobile devices, “has Tasker added. “The report of the UEFA team produced a couple of months ago predicted that would be the most moving event event ever. Based on that book flights to Rio are down, we should see more mobile consumption for the Rio Olympic Games. It will be interesting to see if traders have changed their advertising strategies for communicating with the public is a trend toward being who stays at home. “
ADI is also betting that Rio will stimulate certain categories of product sales of approximately 80%. “We generally see that major sporting events involve speed up desire,” said Tasker. For example, during the Olympic Games in Sochi, sales of winter sports equipment (skates skating, hockey equipment, ski equipment and snowboard equipment) increased by 82%. “Expect similar trends for the Rio Olympics,” said Tasker.
In terms of social buzz, the Rio Olympics is lagging other events. It is possible that unrelated events take away from thunder social media Olympics, ADI said. According to analysis, social buzz pregame daily lags Cup and world Sochi Olympics one month before the opening ceremony.
When looking at social buzz around the world, the United States took the gold medal for the engagement of the fan associated with the Olympic Games in social media. Britain is in second place and Canada is third.
In addition, US athletes see the most social mentions, ADI found. American tennis champion Serena Williams generates the most buzz on global social channels topic in the Rio Olympics. She buzz five times more social than any other US athlete team.
See the infographic for Rio Olympics trends; click here to view on SlideShare.
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