Ginny Marvin , writing for Search Engine Land:
According to Google, 82 percent of TV ad-driven searches during the Super Bowl happened on smartphones. That’s a 12-point jump from last year, when 70 percent of Super Bowl ad-related searches across Google and YouTube derived from phones.
During this year’s game, just 11 percent of searches related to ads aired during the big game happened on desktop/laptop, and seven percent occurred on tablets.
Not surprising that this number is increasing. I wonder if most of the desktop/laptop searches are from folks actually watching the game on those devices.
I would say people are watching football where they want to watch it – on a large TV, possibly at a friends house – and then use their phone – to check out ads or whatever they may have missed – or want to see again.