On Device Research conducted the IAB Mobile study, gathering smartphone and feature phone users to keep detailed “day in the life” diaries of their mobile phone video usage behavior for two weeks, along with participation in detailed pre- and post-diary surveys.
The research also unveiled that an overwhelming majority (92%) of viewers share mobile video they have watched on their phone with others. With mobile videos being ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones, behind playing games and social media, the propensity for sharing video provides a strong vehicle for taking video ads along for the viral ride.
In addition, the research refutes the idea that mobile video is something consumers use haphazardly at odd times of the day when they have nothing else going on and no other screen available. In fact, mobile video usage grows steadily throughout the day, peaking in evening “prime time TV” hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
According to the study, the most frequently viewed genres in mobile video are:
Music videos (45%)
Movie trailers (42%)
Funny short video clips (37%)
Humorous short clips (66%) and music videos (52%) are the most likely to be shared.