• by Jack Loechner , Staff Writer @mp_research, January 13, 2017

According to an Appboy analysis of minute-by-minute activity from over 160 million users across more than 150 apps on Super Bowl Sunday 2016, vs. averaged activity on the same set of apps during the prior five Sundays, every year over a hundred million people (WSJ) tune in to the Super Bowl. And many of them have their smartphones in hand, actively using their apps during the game.

Mobile marketers can best prepare for this activity, says the report, by recognizing that the study data shows that certain types of apps, such as food + beverage, gaming, travel + transportation, and social + messaging apps, see significant differences in use on Super Bowl Sunday than on other Sundays. Second-screen activity, such as ordering food during the game, hailing a ride home, and discussing the outcome with friends, are all markedly affected by this event.

When the game kicks off, says the report, the data shows that eyes are on the TV. Super Bowl Sunday sees a lower than average number of people on their mobile apps at 6p.m. ET, compared to other Sundays. Hour-by-hour analysis on the big night shows that U.S. app use plummets by 23% during the halftime show, says the report.

The data for food + beverage apps shows a change in behavior from a regular Sunday. Huge activity increases leading up to game time suggest that game-watchers are ordering food for delivery before and during the game, at a rate that’s up to 135% higher during the 6-7p.m. ET time block than other Sundays.

The use of social media + messaging apps on Super Bowl Sunday begins similarly to a regular Sunday, until the overall slump during halftime, says the report, and then App users chat and message longer into the night than usual, indicating that Super Bowl viewers are discussing the game, and maybe the halftime show.

 Learning languages and other educational activities take a back seat on game day. Overall app use for educational apps are lower on Super Bowl Sunday compared to other Sundays. And, the Super Bowl is, unsurprisingly, a U.S.-centric affair, concludes the report. When U.S. app use data is compared to worldwide data for food + beverage and travel + transportation apps for example, the activity difference in the U.S. is abundantly clear.

 In addition, Influence Central provides consumer behavior data on the relationship between shopping patterns and social media behavior both before and after the game. The study found that consumers put considerable time and effort into the game day planning process, serving up casual fare, planning family friendly gatherings, and keeping guest lists more intimate.

 It’s not enough to just watch the Biggest Game in Football, says the report, 78% of consumers also engage on social media while watching, citing Facebook, Twitter, Instagram and Snapchat as platforms that pull them away from the game. Here’s a breakdown of preferred social channels in order:

The No. 1 online activity when turning to social channels during the game is 38% saying “sharing my thoughts about the commercials,” followed by 32% saying “reacting to the game,” 18% saying “sharing photos of my game-day party,” 10% saying “seeing what my network is doing,” And 2% saying “sharing strategy about the game.”

For the 2017 edition of the “Biggest Game in Football,” consumers want to throw a party keeping in mind what’s important to them:

• 48% say they want to throw “a great party without breaking the bank.”
• 27% want to have a “fun gathering without distracting from the game.”
• 11% say the game is “an excuse to throw a party.”
• 8% want to create a “fun venue to watch the commercials.”
• 6% say “wowing their guests” is important to them.

Consumers plan to hold the line on budgets with:

• 46% spending $100 to $249
• 35% spending just $50 to $99
• 13% spending $250 to $349
• 4% spending $350 to $500
• 1% spending $501 to $749
• 0.7% spending $750 to $999
• 0.4% spending more than $1,000

While shoppers plan to handle the shopping for their get-togethers themselves, as opposed to utilizing delivery services:

• 33% of consumers plan to head out to the store multiple times on a series of shopping trips.
• Almost twice as many consumers, 64%, plan to make one big shopping run for party preparation
• 2% plan to use a grocery story delivery service
• 1% plan to use a more general type of delivery service
• 45% of consumers plan their parties weeks in advance
• 36% say they kick off the planning process once the two teams are finalized
• 10% admit to being a last-minute shopper
• 9% plan months in advance

For additional data and information from Influence Central, please visit here.