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Avid Mobile Video Users Crave Up-To-The-Minute Information

Transpera and InsightExpress, announced a consumer research survey of consumers' reactions and feedback to mobile video advertising, which finds that avid mobile video users represent a unique audience that may not be reachable via other digital media, as well as an audience profile that is attractive to brand advertisers.

For example:

  • 75% of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47% of the non-mobile video watchers
  • 59% of the avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34% of the none-mobile video watchers
  • 40% of the avid mobile video users earn more than $75k income, as compared to only 25% of the non-mobile video watchers
  • 60% of the avid mobile video users in the study are male

Joy Liuzzo, Director of Marketing & Mobile Research for InsightExpress, says "... we are seeing a new breed of media consumers that are using mobile to supplement or replace their previous digital media consumption."

Mobile video users rely on their device, spending more time on their mobile than they do on their computer, compared to non mobile video viewers, says the report. 62% of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.

Mobile users who watch mobile video at least once a week report their media preferences and behaviors, suggesting, says the report, that mobile video is a great feature for reaching an unduplicated unique audience news, sports and information services.

Media Preferences & Behaviors (% of Respondent Classification, Mobile Viewers Watch Mobile Video at Least Once a Week)

 

Mobile Video Viewers

Non-Mobile Video Viewers

Rely on mobile for up to the minute info

78%

19%

Prefer to receive info via mobile Internet

71

13

Get news from mobile more than any other source

58

10

Spend more time away from computers than in front of them

50

21

Source: Transpera & InsightExpress survey, July 2009

Phuc Truong, Managing Director, US - Mobext, says "The mobile video audience is savvy and focused on their mobile experience... these devices are an integral part of their lives... brands will find this audience highly attentive."

Frank Barbieri, CEO and founder of Transpera, says "... more consumers are turning to their phones for 24/7 access to news, sports, entertainment, weather and more"

For additional information, please visit here.

1 comment about "Avid Mobile Video Users Crave Up-To-The-Minute Information ".
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  1. Howie Goldfarb from Blue Star Strategic Marketing, August 17, 2009 at 4:25 p.m.

    Since I would bet that 100% of those surveyed would prefer to watch video/TV on a large screen TV/Monitor with all the sound and bells and whistles and easy jump arounds.....that people who are heavy mobile video users most likely aren't home as much....which means more meals eaten at restaurants etc. I mean did you have to spend money on this research??? LOL

    Show me one person who owns a 52" HDTV with THX surround sound who prefers watching Lost on their I Phone.

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