PALO ALTO, Calif.--(BUSINESS WIRE)--Instart Logic, the company helping hundreds of leading brands around the world deliver a faster, safer and more profitable online experience, today announced the results of its 2018 Winter Olympics Study of more than 1,000 American adults.
The most surprising finding was that nearly half of Republicans (47.5 percent) say the reason they watch the Games is because of the patriotic feelings they inspire. Meanwhile, lagging behind in their patriotic feelings are Democrats (38.1 percent) and Independents (34.2 percent).
Regarding gender, the findings show that the Winter Olympics inspire feelings of patriotism more for men (43.1 percent) more than they do for women (29.7 percent).
Feelings of patriotism during the Games are also much stronger among older generations who likely followed the Olympics in past decades when they were even more nationalistic than today, such as with the “Miracle on Ice” victory of the United States over the Soviet Union in 1980. Feelings of patriotism are strongest among Baby Boomers (42.2 percent), and lower amongst Gen X (31.5 percent) and Millennials (31.5 percent).
Rivalries amongst the top countries in the world and their top athletes have always made watching the Olympics more interesting. So, who’s watching for this reason? Clearly men (37 percent) favor watching the Olympics for the international competitive spirit between teams versus women (22.6 percent).
Some of the most memorable moments at the Olympics don’t happen when someone wins a gold medal, but when there is a spectacular wipeout. Nearly two in 10 adults (18.7 percent) are glued to their televisions looking for catastrophe. Interestingly, nearly twice as many men (24.4 percent) than women (13.1 percent) are watching the Olympics hoping to see “the agony of defeat.”
One in 10 adults (9.7 percent) has a negative association with doping scandals at the Olympics. And more than twice as many men (13.3 percent) versus women (6.1 percent) associate the Winter Games with doping.
Finally, who is actually watching the Games to experience amazing athletic performances? Men (63 percent) are more glued to the screen than women (55.4 percent). And, when you look at different generations, Baby Boomers (70.6 percent) are much more likely to tune in than Millennials (50.3 percent) .
“We predict that the 2018 PyeongChang Winter Olympics will have the most concurrent online activity over the next two weeks in Winter Olympic history,” said Manav Mital, CEO of Instart Logic. “At Instart Logic we help media, advertisers and brands provide the best possible online consumer experiences for big events like the Olympics. That’s when organizations are most likely to see huge spikes in traffic and revenue. The challenge is to be ready with fast performance, amazing content and relevant advertisements that engage your audience and create an amazing experience.”
Additional data reveals online advertising issues for users:
Advertisers should be careful in their approach to websites and mobile apps during the Winter Olympics. A vast majority (85.4 percent) of Americans find some types of ads annoying. The worst type of ad was the pop-up that appears when you’re trying to watch a video. That was closely followed by ads that obstruct the screen when you’re trying to read a news article and pop-up videos with sound. Nearly half of Americans (42.7 percent) believe these ads slow a web or mobile site’s performance, with 40.7 percent believing these ads actually crash the site.
A large majority of Americans (83.6 percent) believe all websites have annoying advertising experiences, with social media (Facebook, Twitter, Snapchat and LinkedIn) having the worst ad experiences. Retail sites were considered the second most annoying home for ads, followed by national news, local news and, finally, porn sites. When asked which news site had the most annoying ad content, CNN was ranked number one, followed by Fox News and ESPN.
Most Americans (89.7 percent) believe the problem of bad advertising can be fixed. Their number one solution: cut down on the number of pop-up ads. A majority of Americans (57 percent) said they want pop-up ads reduced. A majority of Americans also want to cut down on the number of ads and not have their screens obstructed when they are trying to watch something. Over a third of Americans (36.2 percent) think advertisements should be made less obnoxious, and a nearly similar percentage (33.2 percent) recommends that advertisers make video ads silent at first if they are going to play pop-up video.
The survey was conducted online by Propeller Insights on behalf of Instart Logic January 16-19, 2017, among 1,117 adults 18+ weighted to the U.S. census for age, gender, region and ethnicity.
About Instart Logic
Instart Logic helps hundreds of leading brands around the world deliver a faster, safer and more profitable online experience through its revolutionary digital experience management platform. Instart Logic’s platform combines machine learning, application and device awareness, and open APIs with a broad suite of integrated and automated capabilities including cloud, web and mobile application performance optimization, image optimization, digital advertising and marketing analytics recovery, web application firewall, DDOS protection, bot management, and a next-generation content delivery network. Using Instart Logic, enterprises can provide ultra-fast, visually immersive and secure experiences on any device to maximize revenue, deliver superior customer experiences, and gain competitive advantage. Learn more at https://www.instartlogic.com or follow us on Twitter at @InstartLogic.