Less than Half of Brand Managers Use Mobile Apps, Video

September 24, 2010

About four in 10 brand managers currently use a mobile application to promote their brand, with two in 10 using mobile video content, according to a new white paper from Brightcove and TubeMogul.

As mentioned above, findings from “Online Video & The Media Industry” show 42% of brand managers indicated that they currently have a mobile app to promote their brand, while 57% indicated they do not.

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2 in 10 Mobile App Users Include Online Video
Of the brand managers who do have mobile apps for their brands, only 21% indicated their mobile apps include video content. However, a full 70% of brand managers said they plan to add video to their mobile app strategy in the next 12 months.

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Apple iOS Universally Used
Brand managers that do have mobile apps are primarily focused on building apps for Apple iOS devices, with a full 100 % indicating they use the Apple iOS development platform. Only 27% indicate they are building apps for the Android OS, while 47% say they are developing apps for other platforms including Windows, Research in Motion BlackBerry and Symbian.

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North American Mobile Video Adoption Low
North Americans are less than half as likely as the global average to watch online video via mobile device, according to a recent study from The Nielsen Company. Data from “How We Watch” indicates that as a region, North America only scores 45 on the Index of Mobile Video Usage (Past 30 Days). With a score of 100 representing the global average, this means North Americans are 55% less likely to watch mobile video than international online consumers as a whole.

Europe also significantly lags the global average with an Index score of 55. As a region, Asia-Pacific consumes the most online video with an Index score of 145, followed by Middle East/Africa/Pakistan (MEAP) with a score of 136 and Latin America with a score of 118.
While often the lag of mobile media adoption in North America and Europe is attributed to the advanced mobile cultures in comparative markets, Nielsen says that with regard to video especially, the proliferation of other screen choices also impacts relative mobile video consumption.

That is, slower mobile video adoption in North America and Europe may as much be attributed to the technological advancement and ubiquity of other screens in these markets as it is to the proliferation of mobile technology in more advanced mobile media markets.
In addition, mobile video adoption varies widely by gender (men over-index by 18% while women under-index by 9%) and age (adults 25-29 over index by 73% while adults 60-64 are 73% less likely to use it).

About the Data: The data used for the analysis included in this report was taken from a cross-section sample of Brightcove customers representing media industry verticals. While the sample aggregates a sizable data set, it is not intended to be statistically representative of the online video industry as a whole, or of Brightcove’s entire customer base.

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