The average conversion rate (the ratio of plays to displays) for videos on Android mobile devices (45%) was more than double that of iPhones (22%) in Q3 2011, according to [download page] an Ooyala report released in November 2011. Data from the “VideoMind Video Index Report,” which measured a cross-section of Ooyala’s customer and partner database, indicates that the average conversion rate for videos on Android tablets (47%) was also significantly higher than the comparable figure for iPads (13%). Together, iOS and Android devices account for more than 90% of the video hours played on tablets and mobile devices across Ooyala’s database.
iOS Accounts for Most Displays
iPhones were responsible for the majority of video played on a mobile in Q3, accounting for 71.8% of displays and 56.2% of total plays. However, Android mobiles accounted for almost half of total hours played, ahead of iPhones, at 44.1%. Among tablets, there was little to no competition: iPads accounted for 99.4% of displays, 97.7% of total plays, and 95.7% of total hours streamed. According to Millennial Media, iPad impressions on its network have catapulted 456% year-over-year, with iOS impressions as a whole rising 60% year-on-year.
Tablet Viewer Engagement Rates More Competitive
Conversion rates were higher for Android tablets, but iPads edged ahead in terms of viewer engagement: about 48% of iPad viewers watched three-quarters of a video in Q3, compared to 41% of Android tablet viewers. Similarly, viewers completed videos at a rate of 38% on iPads, ahead of 36% on Android tablets.
Verticals Show Mixed Results
When examining tablet viewer engagement results segregated by industry vertical, some differences emerge. Viewers watching TV content, regardless of length, were more engaged when watching on an iPad than on an Android tablet. In fact, iPad viewers (47%) were about 30% more likely than Android viewers (36%) to complete a TV content video they started. However, engagement on Android tablets for print companies that use video as a complement to their content offerings was on par with engagement on iPads, with Android viewers slightly more likely to complete a video in this vertical than iPad viewers. The report notes that the small size of the Android tablet data sample makes it difficult to draw conclusions.
About the Data: The data sample used in Ooyala’s report covers the third quarter of 2011, from July 1 through September 30. The data was taken from an anonymous cross-section of Ooyala’s customer and partner database in over 30 different countries. Collectively, the customers’ video streams are watched in 100 countries across more than 5,000 unique domains, and by more than 100 million unique viewers every month. The data sample is not intended to represent the entire Internet or all online video viewers.