When we talk about the rise of two-screen viewing, much of the dialogue would be focused on tablets as the second screen but a new study reveals that most people watching video on mobile phones are doing so at home (63%), rather than on the go. More than a third (36%) of this viewing takes place in a room where a TV, PC or tablet is also available for watching video.
The findings come from a new report by the Interactive Advertising Bureau and its Mobile Center of Excellence.
Talking about the time invested, two-thirds of individuals invested more than an hour per week watching video, with music, movie trailers and how-to video segments being the most popular types. A large percentage (85%) also benefit video segments under ten minutes long, given the restrictions of the small monitor size. Most video segments (55%) were viewed on applications in comparison to the mobile Web (41%).
The research revealed that nearly all (92%) of mobile video viewers discuss content they are watching, with 56% of those doing so via Facebook or other social networking sites and 44% by simply displaying others content on their phone. Text messaging, email, YouTube and Tweets were among other means of discussing.
Most video watching on mobile phones occurs during the weeks some time to tends to optimum at night, which correlates with prime-time TV. And about a fifth (22%) of those using other press while watching mobile video were watching TV.
When it comes to advertising in mobile video, the biggest percentage (30%) of study members was fairly neutral. Most (53%) was either fairly neutral or responsive toward advertising, while 46% don’t like seeing ads while watching video segments on their gadgets. Those opinions control mainly from watching 10- to-15-second pre-roll ads — the most generally experienced structure.
Among other ad analytics, 44% remembered seeing an ad while watching video segments, with short segments the most likely to be kept in mind. If they had to watch ads, individuals said they recommended 10- to-15-second areas either before (42%) or after (40%) video segments. Other ad types such as sponsorships, TV advertisements, pop-up ads and overlays found less benefit.
In addition to pre-rolls or post-rolls, the research also recommended individuals prefer ads related to it they are watching (43%) in contrast to as based on their community, sites they have frequented before, latest video history or preferred manufacturers. So contextual ads trump behaviorally focused ones for mobile video viewers.
Asked about what could mobile video better, quicker downloading/streaming rates of speed was the position where most (51%) want to see enhancement, followed by a desire for more free video (45%).