Online video engagement surging among tablet users
Posted on Jun 26, 2013 by YuMe
While tablets are only a couple years old, their adoption rate among U.S. consumers has surged and surpassed that of smartphones since they first hit store shelves.
A recent report by GlobalWebIndex found tablet usage increased leaped 282 percent between Q1 2011 and Q1 2013, bringing the percentage of the population using a mobile device to access the Web to 60 percent.
With mobile technology playing a central role in the way consumers partake in a variety of activities, it's no surprise that video engagement via a smartphone or tablet was up significantly during the first three months of 2013.
GlobeWebIndex's "Stream Device Report-Q1 2013" stated 60 percent of mobile users and tablet owners listed watching a video clip as their most frequent type of mobile activity, according to eMarketer. Nearly three-quarters of computer users said the same, suggesting Internet video advertising and video ads on mobile have the potential to penetrate a major portion of U.S. consumers.
In addition, 48 percent of computer users, half of tablet owners and four in 10 consumers with smartphones used their platforms to watch a full-length film. At least one-quarter of each group streamed a full-length TV show live and roughly 40 percent of all viewers surveyed watched programming on-demand via the Internet on their device.
While tablet activity is often compared to desktop use, GlobeWebIndex's findings suggest use of the mobile device is rapidly becoming a hybrid of its own. Tablet engagement, often deemed more laid-back than interaction-heavy smartphone use, proves to be a popular way for consumers to enjoy various forms of entertainment, not just video. Tablet owners often use their gadgets to play games, listen to music and live radio and read up on music, leisure and other topics.