IAB research showed that 63 percent of digital video screening on mobile phones does not happen on-the-go, but rather at home.
Over a third (36%) of home-based digital video activities happen in a room where a second screen – a TV, desktop computer or tablet – is also available for viewing purposes.
Mobile phone users like to share. In fact, (92%) of viewers share mobile video they have watched on their phone with others. Mobile video viewing is ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones.
Mobile video usage grows steadily throughout the day, peaking in evening "prime time TV" hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
According to the study, the most frequently viewed genres in mobile video are:
- Music videos (45%).
- Movie trailers (42%).
- Tutorials/How-To's (41%).
- Funny short video clips (37%).
Humorous short clips (66%) and music videos (52%) are the most likely to be shared.