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ChaCha mobile usage spikes during Teen Choice Awards

ChaCha saw a significant increase in traffic during the Teen Choice Awards, with mobile leading the way in how users engaged with the free real-time question-and-answer service.

The traffic to content for celebrities such as Justin Bieber, Selena Gomez, Eminem and Taylor Swift jumped before, during and after the awards show, which aired on Aug. 7. Many of the interactive and youthful audience that engaged with ChaCha during the show chose to do so via mobile.

?ChaCha receives a tremendous lift in traffic and questions before, during, and after key events, ranging from tent-poles ? such  as Fox's Teen Choice Awards, the Oscars, Emmy's, and Grammy's ?  to major sporting events ? the Superbowl, March Madness, World Cup, and the Olympics,? said Sara Camden, senior marketing and communications manager of ChaCha.com, Carmel, IN.

?We see an increase in engagement across our mobile, Web, and social media platforms, but mobile is the leading way for people to engage with ChaCha during these events, because their phones are never more than an arms'-length away,? she said.

Teen stars on top
The most popular stars of the weekend were Justin Bieber, Selena Gomez, Eminem and Taylor Swift.

Traffic to the Selena Gomez photo gallery increased more than 1,900 percent, while Justin Bieber?s top performing gallery saw a 334 percent increase in traffic.

Taylor Swift?s fashion trends gallery was the most popular page on the night of the Teen Choice Awards, with traffic up 975 percent.

Other popular content included interactive online galleries and features about the winning celebrities and presenters.

Also popular were quizzes about the stars.

The most popular quizzes following the Teen Choice Awards were a Justin Bieber rumor quiz, a Justin Bieber super fan quiz and an Eminem quiz.

ChaCha users also engaged with the Teen Choice Awards before the event began, asking questions related to their favorite stars.

?To prepare for these spikes, our editorial teams curate massive amounts of information ? photo galleries, relevant quizzes, and blog posts ? regarding the nominees, awards, past winners, athletes, teams, and rankings, stats, scores and rules,? Ms. Camden said.

?Additionally, ChaCha has 65,000 human guides available to answer questions in real-time to answer any questions that our users have,? she said.

The high level of fan interaction during the awards show reflects the demographics of ChaCha?s audience.

According to a June 2011 survey of ChaCha?s users, 29 percent said that their favorite time to use the service is while watching TV.

ChaCha?s millions of monthly online users are 55 percent more likely to fall within the ages of 12-24, as compared to the rest of the Web users, according to data from ComScore.

Additionally, MTV is 239 percent more likely to be the favorite TV channel for ChaCha?s audience. ChaCha users are 176 percent more likely to be readers of Seventeen Magazine, 110 percent more likely to be first among their friends to see new movies and 81 percent more likely to adopt new music before their friends.

?ChaCha users tend to be early adopters of technology as well as thought-leaders who constantly seek more information about topics they are passionate about,? Ms. Camden said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York