Most mobile video viewing happens at home, new study shows

Although one of the benefits offered by mobile devices is that consumers can use them on the go, most mobile device owners are not walking very far when using the technology.

Posted on Dec 24, 2012 by YuMe

Although one of the benefits offered by mobile devices such as smartphones and tablets is that consumers can use them on the go, it turns out that most mobile device owners are not walking very far when using the technology. A new report from the Interactive Advertising Bureau (IAB) found that 63 percent of all videos seen on a cellphone occur at home.

In addition, the study showed that 36 percent of all in-home mobile phone video watching happens when another screen – be it a television set, tablet or personal computer – is available.

The report's findings indicate that consumers are increasingly starting to see their cellphone as less of a device for distraction and more of an essential technology for accessing the internet and consuming media. Among all activities, watching video ranked third among survey respondents when asked about their cellphone activity priorities. In addition, 22 percent said they set aside time to specifically watch video on a cellphone, with only 3 percent saying they turn to a smartphone or similar device when no other screen is available.

"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," Anna Bager of IAB said in a statement.

What brands should know about mobile phone video habits
The results of the IAB study indicate that cellphones are no longer an afterthought for consumers, and so brands would be wise to more heavily prioritize mobile video ads accordingly. After all, ClickZ reported that consumers are more likely to remember and take action when an internet video ad is related to their media consumption habits.

"Video advertising on smartphones offers agencies and brands a unique opportunity to connect intimately with consumers on devices primed for interactive storytelling," David Levin, 360i's president of creative and technology, said in a statement. "But first we need to see mobile as a primary screen for on-demand consumption, not as an afterthought."

When asked about internet video advertising on their cellphones, 53 percent of the IAB study's respondents said they held either neutral or positive thoughts. Also, 48 percent indicated that they prefer spots that relate in some fashion to the content being viewed.

The survey found advertising on mobile to be an effective marketing methods for brands, with 44 percent saying they recall ads for mobile. In particular, shorter spots – between 10 and 15 seconds long – had the highest recall rates.