Millennials more likely than others to watch video on mobile devices

Millennials are more likely to watch video content on a tablet or smartphone more than any other demographic.

Posted on Aug 21, 2014 by YuMe

Viewing video content on a computer, tablet or smartphone has become a popular activity for people all over the world. While television was once the primary means to watch video, these devices have made it possible for people to view their favorite programming whenever and wherever they choose to.

Technology has created a consumer who is not only extremely tech-savvy, but who has also become accustomed to using tools that tout ease of use and convenience. This is one of the reasons for the rise in popularity of electronic devices, particularly mobile ones. Both tablets and smartphones have made it easier to watch video on the go, and with the increased adoption of these gadgets, brands have begun to invest much more heavily in digital video advertising. With more screens flooding the marketplace, it's important for companies to take advantage of all the video advertising avenues available to them.

In a sense, one could say that smartphones, tablets and computers have contributed greatly to the rise in video marketing. There was a time when TV was the only screen that brands needed to develop video ads for. Although the platform is still as popular as it has ever been, companies now understand that they have increased marketing options, as consumers use more screens.

Multi-screen video advertising has become part of the advertising strategies of many companies. Not only are these efforts a great way to market goods and services, but they also help raise brand awareness and connection with the consumer in an attempt to sway his or her buying decisions.

However, simply developing video ads for these screens isn't a predictor of marketing success. For video marketing strategies to be as impactful as possible, brands must first understand the demographics they're marketing to.

Mobile technology users getting younger
Many adults are heavy smartphone and tablet users for a number of reasons. Some use these devices for business purposes, while others do so primarily for entertainment. Watching video is a big hit among younger users, according to a new report from eMarketer titled, "Tablet and Smartphone Video Viewing: Multiple Screens, Young Users Drive Growth."

The website stated that age is a great way to tell what kind of activity is taking place on mobile devices. Essentially, the younger the user, the more likely he or she is to watch digital video content on a small screen. Citing a study conducted by Rhythm NewMedia, eMarketer stated that 89.6 percent of those polled between the ages of 14 and 30 use their smartphone to watch video, while 76.8 percent do the same on a tablet.

With respect to mobile media advertising, 77 percent of respondents stated that they viewed a video ad to access free digital content. Wielding a tremendous buying power, it's important for brands to understand just how valuable it can be to market products and services to younger consumers, such as millenials, especially on a screen they are most likely to be watching.

Why millennials are important
YuMe conducted a separate study titled, "Millennial Report: Video Viewing Discoveries," and came away with some valuable data that companies can use to craft more solid video marketing strategies. One of our key findings is that younger consumers see companies that advertise on mobile devices as more modern.

As a group that has been born in an era where technology use is both common and widespread, using smartphones and tablets as a marketing tool for millennials is a great way to make a connection with the members of this particular generation. It's a worthwhile investment that can yield tremendous rewards with respect to brand recognition and revenue generation.