IAB commissioned a Global Consumer Survey looking into how, when and why people around the world are viewing video on the small screen in their pockets, their mobile. On Device Research surveyed 5,000 smartphone users in 24 countries across Europe, Latin America, the Asia-Pacific region and South Africa.
Perhaps unsurprisingly, we learned that mobile users globally are watching more video content than ever. What might be more unexpected however is the fact mobile video is no longer a short-form phenomenon: users are also watching longer video clips, including full TV shows and even films.
- More than a third (36%) of all respondents reported that they watch video of 5 minutes or more on a daily basis or more frequently, and in countries such as Turkey this figure rises to 60%. This is compared to 58% of global respondents who say they watch short videos (under 5 minutes) at that level of frequency.
- Mobile video consumption is on the rise. 35% of respondents report watching more video on their smartphone versus last year. Even more so in U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%).
- Dual-screen video viewing is becoming ever more prevalent. 53% of smartphone video viewers across the 24 markets say they often or sometimes watch mobile video while watching TV. Only in Japan is this trend noticeably less prevalent.
- Apps are beating browsers as the access point to mobile video. 48% only/mostly use mobile apps to watch video on their smartphone. By contrast only 18% say they only or mostly use mobile websites.
- Advertising is being seen and video viewers in surveyed markets are overwhelmingly open to tailored advertising when watching mobile video.
- The importance of viral video: 68% share the videos they watch on their smartphones, and 42% say social media is a way they find video content to watch.
Watching longer video content is also particularly popular in the US and Canada, with 30% accessing their favourite TV programmes through their mobile. Movie viewing is even more popular in East Asia; 56% of China’s users say they watch full movies on their small screen.
Significantly, this is having an impact on the amount of time mobile users are spending with their TV sets: across all regions 22% of people report watching less TV thanks to their video mobile habits. With the implications this might have for advertisers, it’s interesting to note that users are also enthusiastic about tailored ads in their video content, with a huge 82% reporting this is something they would want. The increasing popularity of mobile video may also complement TV; overall 66% of mobile viewers report seeing adverts online which they have previously seen on TV. With so many of us taking to the small screen to get our video fix, the scope for growing brand engagement is huge.
The full report is available at the IAB website.