July 19 (Bloomberg) -- Olympics fans keen to watch athletes getting draped in medals will be fidgeting with hardware of their own as the games get under way in London.
Almost half, or 44 percent, of U.S. adults aged 18 to 44 plan to use two or more devices -- such as smartphones or tablets -- to follow the 2012 Olympics, according to a Harris Interactive Inc. survey. More men than women will use multiple gadgets, according to the poll.
Audiences are taking advantage of the proliferation of tablet computers and handsets that surf the Web to complement their experience of televised sports and other programming. That is influencing how companies tailor the marketing messages as more consumers use social-media tools like Facebook Inc. and Twitter Inc. to interact while they watch.
"For brands that want to reach Olympic viewers, this is an important finding as it highlights the ability to look beyond TV and focus on secondary devices such as smartphones and tablets," Krishna Subramanian, chief marketing officer at Velti Plc, the mobile-marketing technology provider that sponsored the survey, said in a statement.
As many as 4 billion people worldwide could watch the 2012 Olympics and Paralympic Games on television, according to a guide produced by the organizers.
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