Mobile technologies have substantially changed how people consume media content, in particular during big events. This study examined audience's mobile experience with the 'first mobile Olympics' and found that motivations, preference, perceived usefulness, access to media technologies, and media use routine significantly predicted mobile use for big-event content. Additionally, findings suggest that compared to nonusers, mobile Olympics users were more intensely engaged and involved in sports and the Olympics overall, enjoyed a broader range of Olympics sports, and were more accustomed to using online and mobile sources to view media content. Television was still the dominant platform for big-event viewing, however, mobile consumption increased dramatically during the London Olympics, and indicated a need for more personalised, multifaceted programming with mobility and immediacy.

中文翻译：

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预测大事件内容的移动用途：主动选择，习惯和结构的作用

移动技术已经极大地改变了人们消费媒体内容的方式，特别是在大型活动中。这项研究检查了观众在“首届移动奥运”中的移动体验，发现动机，偏好，感知的实用性，对媒体技术的访问以及常规的媒体使用方式可以显着预测大事件内容的移动使用情况。此外，研究结果表明，与非用户相比，移动奥林匹克用户更加热衷于体育和整个奥林匹克运动，并参与了更多种类的奥林匹克运动，并且更习惯于使用在线和移动资源来查看媒体内容。电视仍然是大型活动观看的主要平台，但是，在伦敦奥运会期间，移动设备的消费量急剧增加，并表明需要个性化，