Home very much where the heart is and eyes are for mobile video

Joseph O'Halloran ©RapidTVNews | 31-05-2012

As viewers increasingly access video content wherever they are, no matter the device, new research has found that mobile video is actually mostly a home-based activity.

According to the study by online video technology company Tremor Video carried out by Frank N. Magid Associates, viewers have entered a connected content culture where they expect entertainment regardless of space, time, networks or creators with 52% of all smartphone video is viewed at home, with peak viewing hours between the hours of 5–11 p.m. with long-form video now accounting for nearly 40% of smartphone video viewing every week.

Given that this mirrors TV peaks, Tremor draws the conclusion that it indicates that viewing on mobile platforms is no longer confined to “mobile” behaviours.

Furthermore the study suggests that video consumption is growing across the board with a 38% increase in accessing online video and a 34% increase in accessing video on smartphones over the past year

Not surprisingly given the juggernaut effect of the devices, video consumption on tablets was found to have already exceeded smartphone viewing, and consumers are using their devices simultaneously. Indeed Tremor found that 85% of tablet viewers have been on their tablet while watching TV.

In what may bring a chill to the bone of TV operators, the survey also revealed that 8% of current mobile and/or connected TV viewers plan to cancel their pay-TV service in the next year; nearly a quarter (23%) were seriously considering cancelling, with 81% saying online over-the-top (OTT) video options are the primary reason.

Yet business was also getting a benefit from such viewing: three quarters of viewers interacted with online video ads in the past month, with 58% demonstrating some level of ad effectiveness, including clicking on the ad, visiting a site, visiting a store, or making a purchase.

“By looking at the type of content consumers watch on multiple devices, as well as where they view this content, we’ve learned that the device has no effect on the type of content,” said Doron Wesly, Head of Market Strategy for Tremor Video. “It’s important for video producers – whether online or on traditional TV -- to look at new devices not as competition, but as new opportunities to engage viewers beyond current content and advertising offerings.”

“In essence, we’ve discovered that the device doesn’t matter,” said Mike Vorhaus, President of Magid Advisors, a division of Frank N. Magid Associates. “Viewers primarily want fluid accessibility to video. The belief that people want to avoid long-form content on a mobile device is a myth. Advertisers need to think about video as video, whether viewers watch it on the subway, at the home, or over-the-top of their basic TV service.”