Rio Olympics: Why Mobile enjoys high engagement

According to the BBC, 80% of Olympics coverage viewed online occurs on a mobile device.

The 2016 Olympic Games in Rio de Janeiro are not only seeing changes in world champions but are also confirming changes in our digital consumption.

The BBC have reported 80% of online viewing is happening on a mobile device. As the largest broadcasting network in the UK, these numbers provide a telling snapshot of today’s viewing preferences.

Employee training however, is still occurring largely on desktops. Are you constructing your learning desktop first?

Let’s look at why mobile draws high engagement rates.

1. Mobile is the preferred device

The BBC’s multi-platform Games coverage provides viewers access to the Games anywhere, any time. When you look at how Olympic coverage is being consumed across these platforms, mobile tablets and smartphones equate for 80% of online viewing.

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Mobile tablets and smartphones make up 80% of BBC’s online Olympic Game broadcasting

This confirms what we already know; people are increasingly reaching for their mobile device before a desktop. Whether it is for Olympic coverage or social media, mobile tablets and smartphones are the preferred platform among today’s users. Delivering learning on your users preferred device will not only help increase completion rates, but upkeep general enthusiasm toward workplace learning.

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Facebook’s monthly active users demonstrate a preference for mobile too.

2. Mobile is more accessible

Another factor for the exponential growth of mobile digital consumption, is the way it enables viewers to access the Olympics on the go. Compared to desktops and TV, which are used sparingly or within certain hours of the day, 87% of Millennials keep their smartphone nearby all hours of the day and night meaning these mobile devices can be accessed at anytime. Consequently, learning courses delivered on mobile have an increased appeal to your learners, as they can complete a lesson in any available micro moment that appears throughout the day.

3. Content is 'On Demand'

The BBC’s multi-device approach provides many avenues to watch the games. Audiences are not restricted to TV broadcasting, having the ability to watch any sport to their desired extent, either live or recorded.
Similarly, Ed satisfies today’s ‘on demand’ appetite by delivering learning into the palms of your learners. In contrast to completing courses on a desktop that require specific time set aside, a smartphone or mobile device is always conveniently nearby. This means that educational content can be called upon when required. Furthermore, Ed’s micro sized lessons enable segments of learning to be revisited quickly and on demand.

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Mobile devices are intuitive to use.

4. Mobile devices are intuitive to use

Your learners spend an average of 9 hours a day on a mobile screen, from checking Usain Bolts’ 200m time or employing their tablet as an e-book. It is now an activity we spend more time doing than sleeping, establishing actions such as swiping, tapping and pinching as intuitive as everyday tasks. Learning delivered on a mobile device will therefore present fewer technical hurdles for your users in comparison to when on a desktop.

5. Mobile are more fun

Unlike a desktop that is primarily used for work, mobile is readily used daily for photography, social interaction, gaming, consuming the news, etc. On the same device your users are choosing to watch the Olympics or seek entertainment, your learners can complete their Compliance Training making it seem less like work and more like fun.

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Ed's gamification features incorporate a sense of fun, disguising the 'work' element to Training & Development.

Conclusion

Online consumption of the 2016 Rio Olympic Games further confirms what we already know when it comes to the comparison of mobile to other platforms. With such a prevalent preference, it is surprising to see learning delivered on anything other than mobile. With the above points in mind, mobile in learning is only going to get stronger.

Ed’s mobile-first approach helps you deliver learning to your users in their preferred way, so that you too can enjoy high levels of engagement.

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