Mobile video viewing continues to gain traction
Posted on Sep 5, 2013 by YuMe
A new report from Ericsson ConsumerLab marks the explosive growth of mobile video viewing. According to the survey of more than 17,000 Internet and TV users across Asia, Europe, North America and South America, nearly three-fourths of respondents will watch video on their mobile devices at least once per week. It's not just the younger generations that are tapping into online viewing – 41 percent of the 65-69 year old demographic view video and TV content more than once a week.
What does this mean for internet video ads? There may be more opportunities for viewing and an increase in potential touch points with on-the-go, always-connected consumers. The study also revealed that rather than choosing a specific time to consume video and TV content, people are tuning in throughout the day. As the researchers noted, "TV is now seen as an ever-present commodity, which people expect to be able to access anywhere and any time."
Additionally, the study found that multi-screen viewing is gaining traction. Rather than sit down in front of one of several televisions in the home, consumers are increasingly relying on one TV and then accessing the same services via their mobile devices.
These findings were echoed in a recent white paper from comScore, which found smartphone users in Spain, Italy, Germany, the U.K. and France were increasingly watching TV or a video on their phones at least once per month. Indeed, the proportion of users viewing online content had jumped 112 percent from June 2012 to June 2013. These trends could signify big things for advertising on mobile.
While the research from Ericsson suggests current content producers will have to work harder to captivate their audiences, it also enables producers to "sell directly to consumers." With more consumers watching video on smartphones, tablets and other mobile devices, advertisers may find an ever-expanding audience through this digital channel.