New York, NY (USA), June 2012 - As the London 2012 Olympic Games unfold, the public can witness the flight of the "Social Media Butterflies," digitally savvy moms who crave connection and conversation around major events.


Expect these women to be one of the most active and engaging consumer segments, as their use of social media often outpaces other demographic and user groups - including the hyper-connected members of Gen Y and Gen Z. This is among the key findings from the 2012 Taylor Consumer Engagement Survey: Social Media and the Olympic Games.

Taylor has been on the ground supporting consumer brands at every Olympic Games since 1984. Given how social media and digital technologies impact the consumer experience with global properties like the Olympics, Taylor designed and commissioned this survey of more than 1,000 U.S. consumers to fully understand how they will be viewing, sharing, and interacting with the London 2012 Games.

The survey provides learning and insight across several important consumer targets, including Avid Olympic Fans, Moms aged 25-54, Affluent Americans with HHI 100k+, Youth aged 13-23, and mobile device users (mobile phone, Smartphone, and Tablet).

Taylor's survey reveals just how much computers and mobile devices will be pivotal platforms for the London Games. Of the total survey sample, twenty percent state if they could choose just one device to watch the Olympic Games, it would be something other than TV.

Other insights and emerging trends of the survey include

• Friends and Family: "Sofalizing," or socializing in person and on social media platforms while watching a televised event, will be an integral part of the Olympic Games experience. More than half (51%) of those surveyed say the Olympics are more fun to watch with friends and family, and even more avid fans (72%) believe this to be true.
• Traditional Media Remain Relevant: Despite the proliferation of mobile devices and digital content platforms, more than forty percent of those surveyed claim that newspapers are one of the three most important sources of information - more than sports websites or social media sites.
• Not APPropos: While there are half a million apps and counting, only six percent surveyed say they plan on downloading apps to help them watch or follow the Olympic Games, and fewer than ten percent say apps specifically for the Olympic Games are a big part of enjoying the event.