A new US-based study from the Interactive Advertising Bureau has found that 63% of digital video watching on mobile phones happens at home, not when the user is ‘on the move’. A significant portion (36%) of this home-based video watching takes place in a room where a TV, desktop computer or tablet is also available for viewing.
22% of mobile video watching took place because the respondents had planned to watch it, while 18% happened out of boredom. Just 3% took place because no other screen was available.
The research revealed that mobile video usage grows steadily throughout the day, peaking during evening ‘prime time TV’ hours. Music videos were the favourite genre (45% of viewers), followed by movie trailers (42%), tutorials (41%) and amusing short clips (37%).
92% of viewers said they shared mobile video with other people after watching it; humorous short clips (66%) and music videos (52%) were most likely to be shared.
Anna Bager, Vice President and General Manager for the Mobile Marketing Center of Excellence at IAB, said “Digital video marketing has skyrocketed over the past year, and is primed to deliver even greater returns on a variety of screens – particularly on mobile phones. With the Digital Content NewFronts set for the spring, we’ll certainly see the depth and breadth of original video content that marketers can leverage to reach digital audiences. But this study points to a unique proposition for connecting with consumers who are watching that video content on mobile.”
[IAB Mobile Phone Video Diaries]