63 Percent of Mobile Video Viewing Occurs at Home, According to IAB Study

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Almost two-thirds of online mobile video viewing happens at home, according to a new study by Interactive Advertising Bureau (IAB).

The study entitled, "Mobile Phone Diaries", found that over 36 percent of mobile device video watching happens in a room with a second screen. Mobile video viewership also reportedly peaks during prime-time broadcast television hours. That information could lead marketers to prime opportunities for cross-platform advertising.

"Digital video marketing has skyrocketed over the past year and is primed to deliver even greater returns on a variety of screens, particularly on mobile phones," says Anna Bager, vice president and general manager for mobile marketing center of excellence at IAB.

The study found that music videos were the most popular form of media seen on mobile devices, followed by movie trailers. How-to and tutorial videos ranked in third place.

According to IAB, over 92 percent of mobile video watchers share the videos they watch. The study marked funny short clips and music videos as the most common types of shared video content.

Another 48 percent of consumers reported that they preferred mobile video ads that were relevant to what they were watching. The numbers exemplify a recent report that found that consumers were more receptive to online video ads that related to their online viewing habits.

Lastly, 44 percent of the respondents said that they were able to recall mobile video ad spots that were between 10 to 15 seconds long.

IAB's statistics were collated through a 200 respondent study over the period of two weeks.