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Our office squad is living and breathing Olympic sports, following @TeamGB
and we’ve become instant experts on diving and gymnastics. We’re watching on desktops, but checking details and vocab on mobiles. London in 2012 was the first ‘social’ Olympics, as fans were able to connect for the first time and share the ups and downs of the contests. But Rio 2016 is the first ‘mobile social’
, with over 85% of viewers using mobile
as a second screen to check details or multitask, even sometimes to simultaneously view a second sport. Rio is also more intimate than the London Olympics were, as so many more of the athletes are sharing their experiences on Instagram and Snapchat, while the fans are getting creative tweeting their suggestions on the reasons for increasingly green diving pool or the rapidly shrinking diving trunks of Tom Daley. So far more than 1.8 million posts on Instagram have used the #Rio2016 hashtag, and there have been thousands of video clips and live streams on Facebook. TV-cum-mobile is the new winning combo
as the large screen provides the visual feast but small screen is for sharing the love.