Even over a week after the epic battle between the San Francisco 49ers and Baltimore Ravens, we are still dissecting how audiences interacted with commercials and brands during the Super Bowl. Mobile use growth for the Super Bowl skyrocketed. Of the 52 million social interactions logged by Trendrr.TV – up from 17.5 million the year before – 88 percent occurred via mobile device. Product browsing was not gender-specific either. According to MediaPost, categories searched ranged from personal wealth management and men’s fashion to flowers, jewelry and organic items.
Advertisers saw about a 23 percent spike in activity the day of the game, while browsing was up 46 percent on the following Monday.
As for desktop computers, many were not in use during the Big Game. The majority of brands running multichannel campaigns experienced the most cross channel activity via mobile devices. Of course, this activity follows a trend that marketers have become familiar with of late. Just two and a half months ago we saw huge jumps in mobile use during another big event: Black Friday. It just reiterates how important integrating mobile will continue to be in the coming years.