online-video

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

  |  December 20, 2012   |  Comments

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

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.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...