Olympics 'have encouraged viewers to make use of digital TV services'
People across the UK have embraced the full range of digital and internet-based TV viewing options for the first time thanks to the London 2012 Olympic Games.
A survey carried out by Starcom MediaVest Group has revealed that 90 per cent of the UK's adult population watched the Olympics through a combination of TV, PC, mobile, tablet and social media services.
It is estimated that around 6.6 million people used BBC Red Button digital services for the first time during the Games, while 8.8 million people utilised the BBC's video on-demand options.
In addition, 2.7 million people experimented with a dual-screen viewing experience for the first time, using their mobile phone or tablet to access additional information or content while watching events on their main TV screen.
Scott Thompson, digital research manager at Starcom MediaVest Group, said: "Once people have cleared the initial hurdle of experimenting with new technologies or behaviours, the barrier to repeating them is lowered as they have a clearer understanding of the benefits."
According to the BBC's own figures, 55 million people accessed the BBC Sport site during the Olympics, with 2.8 petabytes of information being transmitted during the busiest day.
