TAMi, a tool that measures the total exposure to the Olympics across multiple platforms reports about 0.5 of the daily viewership dials up coverage on mobile phones, reports Media Life magazine. Television still makes up more than 92 percent of viewership each day, but the internet’s share is starting to grow, along with mobile media, albeit at a slower rate.
On day one, for example, some 4.2 million unique users visited NBCOlympics.com, compared to 70.1 million who watched a portion of the opening ceremonies on TV.
The web made up 5.7 percent of the total audience of 74.6 million that day, with mobile streams making up another 0.3 percent, at 210,333, and VOD contributing 36,446.
By Monday, the number of mobile streams had more than doubled, hitting 476,062, or 0.5 percent of the 103 million total Olympic audience.
Meanwhile, China Mobile, the world’s largest mobile group by subscribers, has declared that 1 million viewers had watched more than 300,000 hours of the Olympic mobile TV programs it is showing under an agreement with CCTV, according to a report carried in Information Week. 
In South Korea and Japan, the numbers would be much higher. NBC said in the first week of the games it was registering about half a million people a day requesting Olympic content over their phones, a small number, though it noted that many were accessing content in this way for the first time.