Olympics this time is indeed expected to be grander than ever with multiple screens coming into the picture. But the question of optimum usage of all the platforms remains intact. Few analysts suggest that interference of digital media in the broadcasting will hardly influence the number of people viewing the games. But eMarketer suggests that with Olympic mobile video viewing, social interaction expected.

With smartphones in more hands than ever before and mobile video viewing growing, the Olympics will see an increase of consumers viewing the games on their phones, rather than on their TVs.

In July, technology product shopping guide TechBargains surveyed US internet users on its site and those recruited via leading social networking sites and found that more than one in four planned to watch at least some of the Olympics on a smartphone this summer. The respondent base might have skewed more tech- and social-media-savvy than average; this figure is higher than earlier survey findings from Deloitte that showed 15% of US internet users would watch the games on a mobile phone.

Smartphones will also be important to social media interaction around the Olympics. Nearly half (44%) of respondents said they would interact with social media often or very often during the Olympics, and while a laptop was the No. 1 device chosen to do so, smartphones were just 2 percentage points behind, at 55%.

About a third of respondents said they would use their tablet to interact on social media, similar to the 31% who said they would watch at least some Olympic content on that device.

These mobile devices will be one way viewers of the Olympics can tune in from locations other than home—like work, where 21% of respondents told TechBargains they planned to watch the games.

Even Athletes have all the rights and intentions to commence social interaction during London Olympics 2012.

With more than 10,000 athletes competing, the International Olympic Committee has the delicate balancing act of allowing athletes freedom of speech while protecting the image of the Games and its corporate sponsors, who spend millions for the right to stamp the rings on their products.

Under IOC rules, athletes are encouraged to blog and tweet "provided that it is not for commercial and/or advertising purposes" so they do not conflict with official Olympic sponsors and broadcasters. Social media posts should be written in a "first-person, diary-type format." Those who infringe on the policy could lose their credential and receive other unspecified sanctions.

According to USA today, sporting events with global interest drive the most traffic to the social media site. A soccer match between Spain and Italy this month in the UEFA Euro 2012 final set a record volume of tweets for a sporting event. Users sent 15,358 tweets per second at its peak and 16.5 million tweets overall. This, for Spain's 4-0 blowout victory.