With the rise in streaming services from Netflix, HBO and other channels, coupled with the sheer convenience of being able to watch from almost anywhere using a mobile device or tablet, it’s no wonder that multiscreen video viewing is becoming more common.
A new report from Millward Brown, (via eMarketer) indicates that video habits are moving. Even though a majority of consumers still enjoy watching shows on a TV, there’s a noticeable shift to the mobile side.
The chart shows that, based on daily time spent viewing video across different devices, live TV still has a total of 32% overall, with about 66 minutes of daily viewing. Smartphone viewing takes a close second, coming in with 45 minutes spent and 22% overall. On-demand TV isn’t far behind, ranging around 37 minutes with 18%, which is also tied with time spent watching video on a computer. Finally, tablets also have a notch in the market, coming in with 20 minutes and 10%.
The biggest group that continues to watch TV, according to the report, is 33 to 45 year olds. However, smartphones have a much younger demographic, ranging in the 16 to 24 year old group. They consider this their core video platform, but also spend a good amount of time watching live and on-demand programs, particularly on laptops.
The report also shows that 52% of mobile users spend their daily Internet and video viewing time on mobile phones. That’s a stark difference compared to the 21% that watches on computers, and 27% on television.
Digital advertising also played a part in the report, with 19 percent of users indicating they’re fine with digital video ads, which is an expected part of the experience, especially on Hulu. Meanwhile, over a third of mobile users worldwide stated that they would watch more digital video ads if they had some form of humorous hook to them, or if it were a brand that they already have interest in.
Another study from Unruly, conducted back in July, indicated that 81.4% of U.S. internet users usually skipped or muted video ads to get to their wanted content. While it’s still a viable way for marketers to advertise their product, it’s clear that new methods are needed in order to keep consumers interested.
The report sums up with how, even though television is still a strong medium for viewing, mobile is definitely on the rise. With that, digital advertising has its strengths, but marketers need to do more with its brands and its writing in order to keep its audience engaged.