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Nearly Two-Thirds of Mobile Video Users Use Mobiles More Than Computers
According to a survey commissioned by mobile video delivery network, Transpera, 62% of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.
The study also found that 78% rely on their mobile phone for up-to-the-minute information, vs. only 19% of those who never viewed mobile video. Showing mobile video is a great feature for news, sports and information services. Also, 71% prefer to receive information via mobile internet, vs. just 13% of those who don't view mobile video.
"The mobile video audience is savvy and focused on their mobile experience. These consumers are clearly comfortable with their phones; these devices are an integral part of their lives," said Phuc Truong, Managing Director, US - Mobext, the mobile marketing arm of Havas Digital. "The audience is ever growing and video is becoming an important component to the overall mobile mix. From an engagement perspective, brands will find this audience highly attentive."
Mobile Video Viewers Are Key Targets For Many Advertisers
The avid mobile video viewer has a profile that is more attractive for brand advertisers, than those who have never viewed video on mobile. For example:
- 75% of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47% of the non-mobile video watchers.
- 59% of the avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34% of the none-mobile video watchers.
- 40% of the avid mobile video users earn more than $75k income, as compared to only 25% of the non-mobile video watchers.
Of interest, 60% of the avid mobile video users in the study are male.
"These types of consumer surveys are key to understanding the potential of the mobile medium to not only reach a highly desirable consumer base, but to have a genuine impact and influence on users," said Joy Liuzzo, Director of Marketing & Mobile Research for InsightExpress. "We are seeing a new breed of media consumers that are using mobile to supplement or replace their previous digital media consumption."
"Mobile is a great place for marketers to connect with savvy audiences who are increasingly relying on mobile exclusively in their daily lives. This is very important unduplicated reach for marketers, and the quality and breadth of video content now easily accessible means more and more consumers are turning to their phones for 24/7 access to news, sports, entertainment, weather and more," said Frank Barbieri, CEO and founder of Transpera.
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