The Olympics showed that consumers were willing to engage with social media before, during and after a broadcast. Pew Research Center for the People & the Press found that 12% of US consumers surveyed during the games were following Olympics coverage on social sites. Young people were significantly more likely to follow the Olympics on social networking sites, with 31% of 18- to 29-year-olds saying they had done so. Read the rest at eMarketer.
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