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Direct Response Marketing

Mobile Device Users Opting for Longer Videos

28 Nov, 2012 By: Doug McPherson


MOUNTAIN VIEW, Calif. – Consumers are watching more than just short video clips on their mobile devices, according to a new study from Ooyala, an online video analytics company.

In its “Global Video Index” report, the company examined how tablet and smartphone users consume video content from their mobile devices. The report includes close to 200 million unique viewers in 130 countries.

Per the study’s findings, 71 percent of tablet users watch long-form videos that are 10 minutes or longer on their devices, marking a 54-percent increase from the first quarter of 2012. Thirty percent of video is watched by consumers for content that is 30-60 minutes long.

Additionally, the overall share of tablet video viewing grew 90 percent in the past six months. Mobile video share has grown 39 percent in the past six months. The total increase for tablet and mobile video viewing combined was 64 percent during the second and third quarters of 2012.

When it comes to smartphones, almost half of video watched is for long-form content that is 10 minutes or more long. Compared to desktop users, live streaming makes up a smaller percentage for tablet and mobile video. This shows that consumers are relying on their mobile devices to catch up on TV shows. Additionally, the report found that the most engaged users were consumers who watched via tablets, connected TVs and gaming consoles.

“Mobile video is still more about short-form content – quick clips, highlights and news bites,” said Allen Bush, director of communications at Ooyala. “Our data shows that while video consumption continues to grow quarter-over-quarter on smartphones, people are engaged for longer viewing periods on tablets and larger screens.”

Bush added that the company doesn’t expect that to change dramatically, with the exception of the new breed of mini-tablets like the Nexus 7 and the iPad Mini. “Those devices will likely drive much greater video consumption in terms of longer viewing periods than smartphones much like their larger kin,” he said. “And we see industry initiatives like UltraViolet, where you have a central locker in the cloud for accessing content across devices, making things more interesting for smartphones in the future. But by and large, bigger screens are for bigger content.”

Bush said having a “holistic strategy” for optimizing campaigns is critical. “Smart marketers are engaging their audience across multiple platforms with the same campaign to turn device fragmentation into a benefit rather than a hurdle,” he added. “Data shows cord-cutting is not yet a real phenomenon – what we see more is cord-shaving, meaning people still watch their primary TV in the household, but rather than dedicate all of their viewing to that one device, they have a viewing experience that is fragmented across many devices throughout the course of the day.”


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