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BizReport : Mobile Marketing : April 01, 2011

Mobile video viewing soars 40%

The latest figures from Nielsen show a huge leap in the number of Americans watching video via a mobile device over the last few months. At the same time, companies are working to make mobile video viewing a more engaging experience while improving tracking.

by Helen Leggatt

The latest State of the Media Mobile Usage Trends survey from Nielsen reveals that the number of American mobile subscribers watching video on their devices rose more than 40% YoY in both Q3 and Q4 2010.

By the end of last year almost 25 million Americans watched, on average, 4 hours and 20 minutes of mobile video each, found the survey.

The IDC also released figures this week forecasting the smartphone market to grow 50% this year, with the Android OS leading the way.

To this end, many mobile content companies are developing ways for businesses to improve their mobile communications strategies and take advantage of the increase in mobile video viewing. New solutions empower businesses to communicate in richer, high-impact ways with consumers, staff, sales channels, partners, and all those who influence business, on-demand and on their preferred devices.

Furthermore, improvements in reporting mean content builders can track how users engage with their mobile presentations.

brainshark logo.jpgOne such company looking to improve the mobile video experience for businesses and consumers alike is Brainshark, who today announced a series of mobile capabilities and enhancements to its "Brainshark Mobile" module which was launched in June, 2010.

According to the announcement, the "Brainshark Enhanced Mobile" will "help companies improve the effectiveness and reach of their content for mobile sales enablement, just-in-time mobile training, mobile marketing initiatives and more".

Enhancements include:

- Enhanced mobile reporting - New features allow users to see how long viewers are engaged with content and how those viewers navigated through it using metrics such as "total viewing time" and "clickpath tracking".

- Support for interactive poll, survey and exam questions - This capability will improve support for organizations' mobile learning initiatives by allowing viewers to better engage and interact with mobile video content.

- Formal mLearning support - This capability will enable course-by-course reporting on completion criteria and integration with learning management systems.

"The ability to communicate asynchronously or on-demand is a critical component in any comprehensive communication strategy," says Brainshark. "In today's overscheduled work day and global marketplace, the ability to reach audiences in time-shifted ways despite work schedules and time zones is not a luxury; it's a necessity of conducting business."

Tags: communication strategy, m-learning, mobile marketing, mobile trends, mobile video

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