According to “Mobile Video Usage: A Global Perspective,” Interactive Advertising Bureau (IAB)’s comprehensive survey of consumers from 24 countries around the world who watch smartphone video, people are regularly using their smartphone screens to watch longer form videos.
36% of total respondents said they watch videos that are 5-minutes or longer on their phones daily or more frequently, especially those who live in Turkey, Finland, China, Russia and Singapore. Even longer programming, such as movies and TV episodes, are also viewed on mobile devices, with Chinese viewers most likely this type of programming on their mobile devices.
Video viewers report their video consumption on smartphones has increased in all of the study’s participating nations, with the most significant spikes happening in the U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%). This trend is also impacting traditional television viewing across the board, with consumers in China (37%) and Singapore (35%) reporting the highest incidence of watching less TV due to streaming more on mobile.
When mobile video viewers do watch traditional television, however, 22% are regularly doing so while watching video simultaneously on their phone (or “second screen“).
The popularity of digital video is evident across small screens the world over,” said Anna Bager, Senior Vice President Mobile and Video, IAB, and General Manager of the IAB Digital Video and Mobile Marketing Centers of Excellence. “The fact that people are not only watching short snippets of programming, but committing to longer form content on their phones, opens doors for brands to be part of this impressive mobile engagement. However, the finding that viewers around the world are now video dual screening while watching TV, points to an emerging challenge for marketers: How do you grab a viewer’s attention when it’s divided between two simultaneous video feeds?”
Here is the infographic from IAB: