Just as everyone’s Irish on St. Patrick’s Day, everyone’s a basketball fan in March. College hoops dominates small talk and trash talk.

To keep up with conversation, people turn to search. In fact, the top March Madness questions on Google Search come from casual fans: “How long do college basketball games last?” and “Who won college basketball?” were two of the most popular last year, along with my personal favorite: “How many quarters in college basketball?” (Answer: There are no quarters in college basketball. But if there were, there would be four.)

This March in particular, mobile has taken center court. Conversations happen earlier, stats fly faster, and more people get in on the action. And bracketology has truly become a national phenomenon, prompting casual fans and fanatics alike to obsessively track the tourney online. As a result, there’s an opportunity for brands to connect with fans at key moments in deeper ways.

We looked at Google and YouTube data to see how consumer behavior has changed going into this year’s tournament. Here are 6 stats marketers need to know to connect with fans at the moments that matter:

1. 30% of people in the U.S., an estimated 90M, reportedly filled out a bracket last year, according to a Google Consumer Survey. For marketers, this is a nice reminder of just how big the March Madness audience actually is. It’s massive.
2. 40% of searches related to brackets were on mobile in March and April 2014. Ask the question: Is your campaign built to ensure a great experience on smartphones?
3. Three in ten college basketball fans actually prefer to watch online highlights over the live game. Marketers can capitalize on this consistent YouTube viewership.
4. In 2014, the peak day for highlight searches was the day between the Final Four and the National Championship (a day when no games were scheduled). Google data can help reveal unexpected bursts of high consumer interest, like this one. Take advantage by tailoring your campaigns to these moments.
5. Two-thirds of the hours watched on major conference YouTube channels came in months other than March or April last year. Beyond the tournament, think about how you can drive engagement with existing assets.

You can check out more stats about March Madness consumer behavior on Think with Google.