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.

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

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

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...