During the recent 2014 Singapore Formula One (F1) Grand Prix, social media usage and music streaming activity rose, while dating apps decreased in activity.
This is according to an online user behaviour study conducted by BlisMedia over a period of four days - two normal weekdays at the central business district (September 17 and 18), and over the F1 weekend (September 19 and 20) at the Marina Bay Street Circuit.
The advertising technology and big data company said that it analysed more than 30 million data points to identify the changes in online and mobile usage habits. It added that the study was conducted on different days to facilitate data comparison.
Results showed that the use of social media platforms such as YouTube and Facebook, rose by 211 percent and 52 percent respectively. This summed up the social media usage increase by 191 percent during the F1 weekend, according to its media statement.
In contrast, dating apps such as Tinder and OKCupid saw a decrease in activity among users by 40 percent during the same weekend, the company noted.
"It's hardly surprising that people are engaging on social media for everything F1-related," said Greg Isbister, Founder and CEO of BlisMedia. "Event goers spend long hours on their phones before and during the event, which presents excellent opportunities for brands to reach their desired audiences through targeted, intelligent advertising based on their online habits."
Besides social media, the study revealed that many people plugged in to music streaming apps such as TuneIn Radio, Grooveshark, SoundCloud and SG Radio. In fact, there was about a 33 percent uplift in music streaming usage on a race day as compared to a weekday, it noted.
In addition, news content consumption was also found to be less popular on race days. Commonly-visited news sites such as The Straits Times, The Business Times, AsiaOne, Reuters and The Guardian, all witnessed a 51 percent decrease in usage during the event.
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