MOBILE ISN’T JUST MOBILE ANYMORE.

A study of mobile video consumption conducted by Frank N. Magid Associates

Presented by Doron Wesly

Market Strategy Tremor Video

PEOPLE WATCH THEIR VIDEO EVERYWHERE

(HOURS PER WEEK)

THEY’RE IN TOTAL CONTROL AND THEY’RE WATCHING A LOT

(MILLIONS OF PEOPLE)

HELLO, MOBILE MAINSTREAM

DEMO

MALE & FEMALE

LESS DIVERSE

MORE PROFESSIONAL HIGHER

EDUCATED

WEALTHIER

PEOPLE WATCH SEAMLESSLY AT HOME AND AWAY

MOBILE VIDEO VIEWERSHIP PEAKS BETWEEN 4-6 PM – VIDEOHUB

MOBILE NEARLY 2X ONLINE VIEWERSHIP IN MORNING (5-7AM) – VIDEOHUB

27%

40%

18%

TV IS SHARING PRIME TIME WITH MOBILE DEVICES

30% INCREASE IN ONLINE VIEWERSHIP BETWEEN 6-9PM – YAHOO!

VIDEO BYTE MONTAGE 01

IMPACT AND TRENDS

PAY TV MOBILE

CLUTTER

ENGAGEMENT

VIEWING

COMPLETION

MOBILE/CONNECTED TV VIEWERS ARE WATCHING MORE TV

42% WATCH 5+ HOURS PER DAY!

BUT CORD-CUTTING IS A REAL THREAT

8% OF MOBILE/CONNECTED TV VIEWERS WILL

CANCEL WITHIN 12 MONTHS

ALMOST ALL CONNECTED TV USERS ARE WATCHING VIDEO

AND THEY’RE WATCHING MORE TV AND MOVIE-LIKE CONTENT

69% MOVIES STREAMED OVER INTERNET

HOURS PER WEEK WATCHING LONG FORM CONNECTED

TV VIDEO

63% FULL LENGTH

TV SHOWS STREAMED

42% MOVIES

DOWNLOADED

69% FULL LENGTH

TV SHOWS DOWNLOADED

38% ONLINE VIDEO

CLIPS

7.3

PEOPLE WATCH ABOUT FIVE HOURS OF CONTENT (MOSTLY SHORT FORM) ON PHONES

APP 46%

WEB 46%

SOCIAL 34%

EMAIL 22%

PAID 16%

OTHER 4%

LONG FORM

SHORT FORM

HOURS PER WEEK

THEY WANT IT FREE, PLEASE.

74% 53% 10%

FREE BUT INCLUDES ADS

MODEST SUBSCRIPTION TO WATCH ALL

PAY TO RENT OR BUY SHOW OR MOVIE

TABLET VIEWERS WATCH ABOUT 8 HOURS PER WEEK

LONG FORM

SHORT FORM

MORE LONG FORM THAN

PHONES

VIDEO BYTE MONTAGE 02

VIDEO’S MOBILITY HAS MADE “HOW I WATCH” 2ND NATURE – LIKE BREATHING

VIDEO BYTE MONTAGE 03

WHERE ARE WE NOW?

VIDEO QUALITY & EXPERIENCE

QUALITY OF ADS

VIDEO BYTE MONTAGE 04

THE POWER OF AN AD HERE IS ENORMOUS.

VIEWERS NOTICE VIDEO ADS ON EMERGING AND TRADITIONAL PLATFORMS

PEOPLE ON MOBILE/CONNECTED DEVICES ARE BUYING

FAST FOOD

85%

CLOTHING/SNEAKERS

81%

SOFT/SPORT DRINKS

81%

PERSONAL CARE

80%

MOVIES

69%

WIRELESS DEVICES

45%

BEER/WINE

58%

VIDEO GAMES

59%

CONSUMER ELECTRONICS

60%

% OF AD EFFECTIVESS

HOURS OF VIEWING POWER RATIO =

A DIFFERENT WAY TO EVALUATE ADVERTISING?

(POWER RATIO)