The folks at MarketingCharts highlighted an interesting report from Millenial Media detailing just how mobile-dependent basketball fans were this March Madness:
Partnering with the IAB to commission a Harris Interactive survey of more than 2,000 US adults, the report finds that 88% of self-identified passionate fans used their mobile devices for an NCAA tournament-related activity and that 40% specifically purchased an application related to the tournament. Among device owners who followed the tournament, the leading activities were to check scores (48%), read news about teams and players (25%), check brackets (23%), and watch game highlights (20%).