8 Mobile Stats Video Marketers Don’t Want To Ignore

Certainly, smartphones and other mobile devices have become integral to our daily lives — and so too has the content that they serve up. As the popularity and pervasiveness of these smaller screens shows no signs of stopping, savvy marketers are working to determine the best kinds of content and touch points that will resonate with mobile audiences. But some marketers have reported challenges in convincing “the powers that be” of the value of including mobile video in their company’s overall marketing efforts.

To help convince others of the value of incorporating a mobile video component into your marketing plans, you may want to point to the statistics that show that not only is mobile video a safe bet, but that it’s a form of marketing that businesses must consider if they want to remain relevant. Let’s take a closer look at some of the latest statistics on mobile video consumption.

1. Globally, 15 percent of all time spent watching online videos is spent watching them on smartphones, tablets and other mobile devices, according to a report from BI Intelligence. The report also reveals that about 50 million people in the U.S. watch video via their mobile devices.


2. The BI report also states that nearly a quarter of Netflix subscribers have watched a Netflix video on their smartphones and 15 percent have taken in a Netflix flick on their iPads. BI Intelligence analysts emphasize that this stat is especially interesting when you consider that streaming video giant launched its iPad app before launching its smartphone app. Perhaps Netflix was expecting the larger viewing screen area of the tablet to be a bigger draw than the “always there” convenience of the smartphone.


3. In other research, eMarketer predicts that 2014 will be a big year for mobile video. The independent market research company estimates that the number of people viewing mobile video in the U.S. will jump more than 18 percent, raising the number of mobile video viewers to 91.1 million. That means that more than 1/3 of all U.S.-based mobile phone users — or about 29 percent of the country’s population — are expected to watch video on their mobile devices.


4. An earlier eMarketer report found that the amount of money being spent on mobile video was growing at a much faster rate than the dollars being spent on video aimed at desktop consumers — 112 percent for mobile video vs. 35 percent for online video this year, to be specific. The firm asserts that the sharp growth will likely become more moderate as time goes on, but insists that mobile video is poised to continue to grow faster than general online video.


5. In the same study, eMarketer’s research indicates that that almost 30 percent of digital video ad spending will be dedicated to reaching consumers on tablets and mobile devices.


6. Media and marketing industry news portal MediaPost reports that between January and June of 2013, mobile video ads achieved a 5 percent interaction rate, more than twice the interaction rate for online video ads in general, according to Jun Group. MediaPost’s Online Video Insider astutely points out the most probable reason for the higher interaction rate: that mobile viewers are less likely to be multitasking with numerous tabs and therefore are more likely to be tuned into the ad, which increases the chances that they’ll feel compelled to share it with someone else or interact with it in some other way.


7. In the same post, MediaPost contributor Will Kassoy also points out that major online players are making big investments in mobile video. As proof of this point, Kassoy highlights last year’s launch of both Yahoo Screen, Yahoo’s ad-supported mobile video viewer, as well as the launch of in-newsfeed Facebook video ads that play on both traditional desktop and mobile devices.


8. Kassoy’s article also points to the Mobile Phone Video Diaries (PDF) report from IAB in late 2012, which shows that almost all mobile viewers — 92 percent — actively shared videos with others. Additionally, 66 percent of those that watch video on their mobile devices do so for more than an hour each week. The report showed that respondents were more likely to spend one or more hours watching mobile video than spending that same amount of time sending and receiving email, searching for info, shopping online or paying bills. Kassoy’s analysis of this particular info is that it “represents a huge opportunity for advertisers: develop high quality video ads with compelling content, and there’s a great chance those ads will be shared, increasing the reach and ROAS of your ads.”

The reality is that mobile video is growing and will continue to do so. Statistics show that consumers will continue to access, share and interact with video on their mobile devices in ways that a desktop video experience can’t duplicate. The time to start developing a mobile video strategy is now. Don’t delay, because the longer you wait, the bigger the chance that your competition will have already captured the eyeballs (and the wallets!) of your increasingly mobile audience.

via Business 2 Community http://ift.tt/1jf6S3V