Consumers’ Smartphone Video Discovery Sources

June 10, 2015

This article is included in these additional categories:

Digital | Mobile Phone | Paid Search | Search Engine Optimization | Social Media | Video

IAB-Smartphone-Video-Discovery-Sources-Jun2015Source: Interactive Advertising Bureau (IAB) [pdf]

    Notes: Smartphone video viewers across the world are most likely to typically find the videos they watch on YouTube (62%), with social media platforms (33%) also a significant discovery source, according to an IAB study. Press coverage of the study has centered on the finding that 36% of respondents watch “long-form” videos on smartphones at least daily, but this result needs clarification on a couple of fronts: firstly the 36% figure is among existing smartphone video viewers (not the general population); and secondly long-form is defined as at least 5 minutes in length (as opposed to other long-form definitions, which can refer to content at least 20 minutes in length).

    Indeed, the most popular video types that viewers have watched in the past 3 months are music videos (49%), funny short video clips / viral videos (49%) and movie trailers (41%), with fewer having watched a full episode of a TV show (23%) or a full length movie (21%). So it may be a little early to pronounce the smartphone as a popular device for viewing long-form videos…

      Related: One-Quarter of Premium Video Ad Views Occurred on Mobile Devices in Q1

        About the Data: The IAB data is based on a survey conducted by OnDevice Research among 4,800 consumers in 24 markets (200 in each market) who are at least 16 years old, own a smartphone and watch either short or long mobile videos. The survey was fielded from April 14 to May 11, 2015.


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