Where and how people plan to view the Games

With the London Games fast approaching, PwC has carried out a survey* to find out where and how UK adults plan to view the Games.

The survey has found that one in 20 UK adults are lucky enough to have tickets to an event and as would be expected the proportion of spectators rises in London to one in six.

Here are some key findings of where and how UK adults plan to watch the Games;

• Two thirds (66%) of UK adults say that they will watch the Games this summer
• The majority of UK adults (92%) are planning to watch some of the Games on a TV
• The most common place to watch the Games will be in the home (61%) or at a friend’s/ family's home (14%)
• Women are more likely than men to say they are not planning to watch the Games this summer (33% vs. 28%)
• Men are twice as likely to watch the Games in the pub than females (15% vs. 7%)
• One in six (16%) will catch-up on the Games' action via an on demand, catch-up TV service
• One in six (15%) will watch on a laptop
• Nearly one in ten will watch on an iphone or other smartphone device (7%)
• Nearly one in ten plan to watch on a big screen in an open air venue (8%)
• One in 20 will watch at work (6%)

 Commenting on the survey findings, Andy Ward, managing partner of PwC's Sheffield office, said:

 "It's not just those with tickets that will be getting behind the Games this summer.  This will be a digital games - with the substantial investment made by broadcasters and the communications industry, compelling content will be available across multiple media and will be watched at a time and location preferred by consumers."

 Andy Ward continued: 

"Across the whole of the media sector, organisations are at the 'end of the digital beginning': they’ve made the commitment to a digital future, and are now striving to make the necessary changes to interact with viewers across multiple platforms.  The Games offer a wonderful chance to deliver both live and catch-up experiences across a wide array of media and to deliver rich experiences for viewers that showcase the future of entertainment.”

* Survey sample: 2,017 Nationally Representative (UK adults aged 18+)