Mobile video consumption has come a long way over the past few years — and according to the IAB, its growth seems to be going in a specific direction.
TechCrunch reports that a new survey conducted by the IAB (Interactive Advertising Bureau) takes a closer look at mobile video consumption around the world, showing that many respondents prefer to watch more video on mobile devices than they did a year ago. 50 percent of those surveyed in the United States, along with 42 percent in Canada, New Zealand and South Africa admit they want some form of video on their smartphones — and not just “quickie” clips, either.
36 percent of those polled stated that they watch videos that are five minutes in length or longer on a daily basis. Though that’s still just a portion of overall mobile users, it’s a very healthy portion nevertheless.
Viewers in China partake in watching both movies and TV episodes on their phones, with 37 percent of respondents in China and 35 percent in Singapore stating that they’re watching less TV because of mobile video consumption.
The image above indicates what kind of percentage of audiences prefer to watch smartphone video. Turkey shows the highest percentage with 60 percent, while Denmark and Argentina are on the “lower” end with 41 percent when it comes to five-minute or longer clips.
As for where the content is usually found, 62 percent of those polled say they turn to YouTube, while 33 percent stick with general social media, 20 percent use search engines, and 14 percent go through advertisements.
“Audiences around the world are overwhelmingly open to mobile video advertisements that relate to their context and viewing patterns,” said Joe Laszlo, senior director for IAB Mobile Marketing Center of Excellence.
With sales of mobile devices increasing (particularly Android), we probably won’t see these numbers drop anytime soon, if at all.