Study: Smartphone viewers more likely to click

The good news for mobile video? Whether on smartphone or tablet, consumers are viewing video content through to the end of the clip, but when it comes to clicking, smartphone users are more likely to click (33% higher average CTR) than tablet viewers. These are overall numbers, we’ll break-out app and mobile web CTRs and View Throughs below.

“Although we have heard varying stances around the way users consume media differently across devices, we saw that completion was fairly steady across a broad view of smartphones and tablets,” said Ted Dhanik, CEO, engage:BDR. “However, there are key areas advertisers can target based on their individual KPIs, like mobile web inventory on smartphones to drive clicks, or in-app inventory on tablets for heightened VTR”

Some interesting takeaways from the report include:

• Tablet view-through is 7% higher than smartphone via the mobile web
• Smartphone CTRs are 80% higher than tablets via the mobile web
• Via apps, smartphones show a 33% higher average View Through than tablets
• Via apps, tablets show a 36% higher CTR than smartphones