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)