66% mobile phone video usage in-home
Dec 17 2012
Share on facebookShare on twitterShare on emailShare on printMore Sharing Services
Research from the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence suggests that 63 per cent of digital video screening on mobile phones does not happen on-the-go, but rather at home. Over a third (36 per cent) of these home-based digital video activities happen in a room where a second screen – a TV, desktop computer or tablet – is also available for viewing purposes. According to the IAB, these findings combine to point to significant cross-media opportunities for brand marketers, whether tying mobile digital video to live television programming or linking magazine ads to relevant mobile clips.
On Device Research conducted the IAB Mobile study – The IAB Mobile Phone Video Diaries - gathering smartphone and feature phone users to keep detailed ‘day in the life’ diaries of their mobile phone video usage behaviour for two weeks, along with participation in detailed pre- and post-diary surveys.
The research also unveiled that an overwhelming majority (92 per cent) of viewers share mobile video they have watched on their phone with others. With mobile videos being ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones, behind playing games and social media, the propensity for sharing video provides a strong vehicle for taking video ads along for the viral ride.
In addition, the research refutes the idea that mobile video is something consumers use haphazardly at odd times of the day when they have nothing else going on and no other screen available. In fact, mobile video usage grows steadily throughout the day, peaking in evening “prime time TV” hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
Dec 17 2012
Share on facebookShare on twitterShare on emailShare on printMore Sharing Services
Research from the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence suggests that 63 per cent of digital video screening on mobile phones does not happen on-the-go, but rather at home. Over a third (36 per cent) of these home-based digital video activities happen in a room where a second screen – a TV, desktop computer or tablet – is also available for viewing purposes. According to the IAB, these findings combine to point to significant cross-media opportunities for brand marketers, whether tying mobile digital video to live television programming or linking magazine ads to relevant mobile clips.
On Device Research conducted the IAB Mobile study – The IAB Mobile Phone Video Diaries - gathering smartphone and feature phone users to keep detailed ‘day in the life’ diaries of their mobile phone video usage behaviour for two weeks, along with participation in detailed pre- and post-diary surveys.
The research also unveiled that an overwhelming majority (92 per cent) of viewers share mobile video they have watched on their phone with others. With mobile videos being ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones, behind playing games and social media, the propensity for sharing video provides a strong vehicle for taking video ads along for the viral ride.
In addition, the research refutes the idea that mobile video is something consumers use haphazardly at odd times of the day when they have nothing else going on and no other screen available. In fact, mobile video usage grows steadily throughout the day, peaking in evening “prime time TV” hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.