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BizReport : Mobile Marketing : May 23, 2013


Survey: Friends, not search, pushing mobile video

Think mobile search is the best way to spread that new video clip? Think again. According to new data out today from Harris Interactive and Telly, friends are actually pushing more video content than search queries.

by Kristina Knight

In fact about 10% (12 million video viewers) say they would watch more mobile video content - if their friends would recommend more content. In total 52 million adults (US) are watching mobile video content because it was recommended by a friend/social connection.

"We're experiencing a new dawn in digital video. Mobile users are looking for an easy, low effort way to quickly find great content while on the go. Social recommendations are a natural fit to quickly guide consumers to great content, especially in a mobile environment where it's difficult to search," said Telly CEO Mo Al Adham. "We believe this means there's an enormous opportunity to create easier discovery technologies and services for mobile video."

As to who is watching mobile video: households with children are more likely to watch mobile video than those without children (107 million vs. 67 million); as for geographic region mobile users in the South are most likely to watch mobile video (37%). And, of course, the younger the consumer the more likely to watch mobile video; the 18-44 demographic is three times more likely to watch mobile video as those over age 45.

Other interesting findings from the Harris Interactive report include:

• 75 million mobile device owners watch video content via that device
• 67% 'discover' content because of friends' recommendations, 41% find content via search queries
• 58% of iOS users watch mobile video, 55% of Android users watch mobile video
• Nearly 5 million say they 'don't know how to find' mobile video content on their devices

Also holding back some video viewing: the costs associated with streaming. Streaming video takes up a big chunk of many users' data plans, which are already expensive, so they don't watch a lot of content because they don't want additional charges. And don't forget those connection issues: more than 20 million said they would watch more mobile content if their connection was faster.






Image via Shutterstock

Tags: Harris Interactive, mobile marketing, mobile search trends, mobile video trends, Telly, video trends








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