A new report from The Diffusion Group (TDG), Mobile Video Apps: User Dimensions finds that 49% of US adult broadband users engage some form of mobile video app at least once a month, with 17% engaging weekly and 16% daily.
According to Michael Greeson, TDG President and author of the new report, mobile video app engagement is inversely proportional to age — that is, the younger the consumer, the more likely they are to engage mobile video apps. For example, 63% of Late Millennials (18-24s) report using mobile video apps at least once a month, compared with 56% of Early Millennials (25-34s), 55% of 35-44s, and 41% of adult broadband users between the ages of 45 and 54.
“There is no doubt that age is strongly correlated with the use of mobile video apps,” notes Greeson, “both in terms of general uptake and frequency of use.”
Regarding the type of mobile device in use, TDG notes that 39% of adult broadband users engage mobile video apps on a portable computer, compared to 30% who do so using a tablet, and 22% that do so using a smart phone. “Too often the industry conceives of mobile app-based viewing as something done on a tablet or smart phone, while leaving portable computers out of the mix,” notes Greeson. “This is unfortunate, as portable computers are by far the most common platform for using mobile video apps.”
In terms of the use of specific types of mobile video apps, online service apps are the most popular (used by 40% of adult broadband users), compared with broadcast network apps at 25%, cable network apps at 19%, and TV operator apps at 16%.