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BizReport : Mobile Marketing : June 09, 2015

IAB: Small screens not just used for short-form video

Think that mobile users only watch short video clips on their device? Think again. According to a new global survey from the Interactive Advertising Bureau (IAB) more than a third of consumers watch video content that is longer than five minutes on a daily basis.

by Helen Leggatt

More than 5,000 consumers across 24 countries were surveyed by the IAB for their 'Mobile Video Usage: A Global Perspective' study. It revealed that consumers aren't just consuming small video bites on their mobile device, but are instead watching long videos on the small screens of their smartphones.

A third of people overall (36%) use their smartphones to watch long video, but the trend is even bigger in the U.S. (50%), Canada (42%) and the U.K. (40%). People said they watched entire TV shows and 20% said they watched whole movies. In fact, around a quarter of people overall watch less TV because they are watching video on their smartphone.


"The fact that people are not only watching short snippets of programming, but committing to longer form content on their phones, opens doors for brands to be part of this impressive mobile engagement," said Anna Bager, SVP of mobile and video at IAB.

YouTube was the most common channel via which to discover video content on smartphones, cited by 62%, followed by social media platforms (33%), searches (20%) and advertising (14%).

Another interesting finding from the IAB's survey was that while traditional second-screening activity was deemed to be searching, chatting on social media or using apps, 22% of respondents said they were actually watching more video content, rising to 25% in the U.S.

Watching video on a big screen, while simultaneously watching video on a small screen, is, says Bager, a challenge for marketers. "How do you grab a viewer's attention when it's divided between two simultaneous video feeds?" she asks.

Image via Shutterstock

Tags: mobile, second screen, video

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