Mobile screens are regularly being tapped for streaming longer-form video, according to a new survey published today by the Interactive Advertising Bureau.
36% of total respondents for the “Mobile Video Usage: A Global Perspective” survey said they watch videos that are 5-minutes or longer on their phones daily or more frequently.
Whether short or long or in-between, substantial numbers of video viewers report their video consumption on smartphones has increased year-on-year in all of the study’s participating nations, with the most prominent upticks being seen in the US (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the UK (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. This video dual-screening tendency is evident across all markets measured, with the exception of Japan.
Across the 24 countries in the survey, there are several common ways that mobile video viewers discover digital video to view on their phones, including YouTube (62%), social media (33%), search results (20%), and ads (14%).
Apps are indisputably the main method for viewing mobile video in each of the markets studied. Nearly half of respondents overall (48%) said that they “only” or “mostly” leverage mobile apps to stream video on their phones, with the UK (63%), Brazil (60%), and Turkey (58%) leading the trend. By contrast, across the survey sample only 18% said they “only” or “mostly” use mobile websites to view video.