How Consumers Are Engaging With Mobile Video Around the World

Feb 17 2017

How Consumers Are Engaging With Mobile Video Around the World

This year, more than ever, mobile is all about video. Findings from a new global research study into consumer behaviour and industry analysis show how video viewing has exploded on mobile devices and what advertisers and publishers need to know to make the most of mobile video in 2017.

Around the world, mobile is fueling video growth
Smartphones continue to grow as a screen of choice for video, rivaling desktop viewership consistently year-over-year. On average, 57% of consumers globally watch videos on a mobile phone every day, while 58% of consumers watch videos on their laptop/desktop every day. With 89% of US and 77% of global consumers saying they can’t live without their smartphone or always have it within arm’s reach, we are very close to the tipping point where mobile will soon be the number one video screen.

A boom in short-form video
Attention spans of online consumers? Dissolving. Consumers are watching more and more digital videos each year, but consumption of short-form video is rising at an even higher pace. 42% of consumers watch videos 5 minutes or less every day. As videos get longer, that number decreases.

Mobile is supporting the rise of VR, 360 and live video
The rate at which consumers are adopting immersive video formats varies around the world. For example 31% of US consumers and 21% of Southeast Asia consumers expect to watch more videos in VR in the next 12 months. But only 9% of Canadian and UK consumers feel the same.

When it comes to live video, an average of 65% of consumers watch live video on their smartphones. Southeast Asia saw the highest result, with 76% of consumers watching live video on their smartphones.

Mobile spend is going up
The industry is set to keep pace with consumer demands- continuing to increase spend in mobile video. Around the world, both advertisers and publishers are increasing spend on mobile.

  • 47% of advertisers expect to increase mobile ad spend by at least 25% in 2017

  • 57% of publishers expect mobile ad spend to increase by at least 25% in 2017

Advertisers are funding this increase in mobile video by shifting more and more money away from TV budgets. And mobile video spend is catching up to desktop video. In fact, when we looked at TV budgets shifting to digital video, we found that 63% is going to mobile video and 70% is going to desktop video.

Our new global research study also takes an in-depth look at how consumers engage with digital video, and what the year ahead holds for the industry. For the seventh consecutive year, AOL has uncovered key challenges and opportunities, as well as emerging trends that drive the industry forward. This annual study has also identified how behavior and attitudes have changed year-over-year.

The research was facilitated across seven global markets, including the United States, Canada (French), Canada (English), the United Kingdom, France, Japan, Australia and Southeast Asia. See what this means for marketers and publishers, and take a closer look at the data from our Mobile Video Research.

Tags: Mobile, Video