Mobile video viewers are happy to share content, finds the IAB in a new study conducted by On Device Research. The study tracked 200 smartphones and feature phone users over two weeks through detailed ‘day in the life’ diaries, and surveyed them both pre- and post-diaries. 92% shared video content with others (49% at least weekly), with social media posts (56%) being the primary way of sharing, and humorous short clips and music videos the most likely to be shared.
The study finds that 55% of videos were watched using a mobile application, and 41% via the mobile web. (The remainder were unsure, and more than likely drinking.)
The ‘Mobile Phone Video Diaries’ study examines the behavior of mobile video viewers, a growing segment of the population, finding that 63% of viewing takes place in the home, a result that aligns with earlier research from AOL and BBDO finding that 68% of consumer mobile phone use occurs in the home. The rest of mobile video viewing takes place while traveling, commuting or otherwise on-the-go (11%), at work (10%), and at someone else’s house (10%).
Studies have shown that TV is increasingly becoming part of a multi-device experience, and the IAB research indicates that mobile video viewing also occurs in tandem with other activities. 46% of the total video interactions that took place did so while the respondent was also using or looking at other media. That multitasking primarily took place with the TV (22%), but also took place alongside desktops or laptops (10%), while speaking on the phone (6%), or while using a tablet (6%).
The report shows that a significant proportion (44%) of mobile video encounters included a mobile ad. And while respondents were generally tolerant of those ads, many were less welcoming. Asked how they felt about ads that feature while watching videos on their device, 23% said they liked them a little (11%) or a lot (12%), while an additional 30% were neutral. But, 46% disliked them somewhat (23%) or a lot (23%).
Video has become a MUST-have feature, now on your websites. It’s no longer a ‘Nice to have.’ The sooner you get your developers on board with this idea the better off you will be. They’ll talk about disk space and bandwidth, and coding, etc., but don’t be convinced by them, it’s a must; now in 2013. Don’t be left behind.