IAB: Mobile phone video consumption dominated by at-home viewing

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Sixty-two percent of video consumption on mobile phones occurs in the home, not on-the-go, according to new research released by the Interactive Advertising Bureau. In addition, 36 percent of home-based mobile phone video activity occurs in rooms where a second screen--whether a tablet, TV or desktop computer--is also available.

"These findings combine to point to significant cross-media opportunities for brand marketers, whether tying mobile digital video to live television programming or linking magazine ads to relevant mobile clips," IAB said.

Forty-five percent of all subscribers who watch video on their handsets view music videos, more than any other content category. Movie trailers are next at 42 percent, followed by tutorials/how-to's at 41 percent and comedic short clips at 37 percent. Ninety-two percent of viewers share mobile video content with others, with 66 percent passing along humorous clips and 52 percent sharing 37 percent.

Asked about their feelings toward mobile video advertising, 52 percent of survey respondents said they are positive or neutrally receptive. Forty-eight percent said they would prefer seeing video ads that are related to the mobile video content they are currently watching, and 44 percent recall seeing an ad while viewing mobile video, with 10-to-15 second spots leading other formats on user recall.

Mobile video traffic will account for 71 percent of all mobile data by 2016, according to a forecast issued earlier this year by networking giant Cisco Systems. Cisco projects worldwide mobile data traffic will increase 18-fold over the next five years, reaching an annual run rate of 130 exabytes by 2016, a number equivalent to 33 billion DVDs. (An exabyte is a unit of information or computer storage equal to 1 quintillion bytes.)

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