March Madness has become Mobile Madness, SOASTA reported in its March Madness Second Screen Survey on Monday, via email to the press. Strangely, the press release was dated March 18, despite being delivered on March 17 (March 18 is the beginning of the NCAA Basketball Tournament, though). In addition, despite the Monday press release, Cnet reported on the survey on Saturday.
The survey was conducted online by Harris Interactive on behalf of SOASTA from Feb. 28 to March 4, 2014 among 2,040 adults aged 18 and older. Of that sample, 1,473 were mobile device users and 1,213 were employed within the United States.
Among the key findings were the fact that many will be using a mobile device to track March Madness during the workday. It's not really surprising, to be honest. The loss of productivity during the NCAA Tournament is well-known.
Results include the following times, during which Americans plan or would not be averse to watching March Madness via a mobile device:
- During breaks – 74 percent
- During Downtime – 63 percent
- While eating – 61 percent
- When commuting to/from work – 27 percent
- During conference calls – 14 percent
- During meetings – 12 percent
- While receiving a performance review – 4 percent
- While my boss is talking – 3 percent
- While giving an employee a performance review – 2 percent
When asked how mobile apps make March Madness a better experience, fans gave the following reasons:
- Live updates – 41 percent
- Makes mobile brackets easier – 29 percent
- Easily access team and player information – 27 percent
- Provides important information such as injury reports - 19 percent
- Ease of multitasking while keeping track of the tournament – 18 percent
- Easier to connect with others following the tournament – 15 percent
- Easier to gloat about the successes of their bracket – 15 percent
- Allows users to gamble from anywhere – 8 percent
Nearly three-quarters (74 percent) of mobile device-owning March Madness fans said that they plan to use two or more devices simultaneously to follow the tournament. Despite the mobile-ness of the survey, that will include laptops / desktops and televisions, along with smartphones and tablets.
March Madness begins Tuesday with the play-in or First Four games that will pare the total of teams down to 64.