When it comes to the rise of two-screen viewing, much of the discussion has focused on tablets as the second screen. But a new study shows that most people watching video on mobile phones are doing so at home (63%), rather than on the go. More than a third (36%) of this viewing takes place in a room where a TV, PC or tablet is also available for watching video.
The findings come from a new report by the Interactive Advertising Bureau and its Mobile Center of Excellence.
In terms of time spent, two-thirds of people spent more than an hour a week watching video, with music, movie trailers and how-to videos being the most popular formats. The vast majority (85%) also favor videos under 10 minutes long, given the limitations of the small screen size. Most videos (55%) were watched on apps versus the mobile Web (41%).
The study showed that nearly all (92%) of mobile video watchers share material they’re watching, with 56% of those doing so via Facebook or other social media and 44% by simply showing others content on their phone. Texting, email, YouTube and Twitter were among other means of sharing.
Most video viewing on phones takes place during the week and tends to peak in the evening, which coincides with prime-time TV. And about a fifth (22%) of those using other media while watching mobile video were watching TV.
When it comes to advertising in mobile video, the largest proportion (30%) of survey participants was neutral. The majority (53%) was either neutral or receptive toward advertising, while 46% dislike seeing ads while watching videos on their devices. Those views stem mainly from watching 10- to-15-second pre-roll ads -- the most commonly encountered format.
Among other ad metrics, 44% recalled seeing an ad while watching a video, with short clips the most likely to be remembered. If they had to watch ads, people said they preferred 10- to-15-second spots either before (42%) or after (40%) videos. Other ad types such as sponsorships, TV commercials, pop-up ads and overlays found less favor.
In addition to pre-rolls or post-rolls, the study also suggested people prefer ads related to the video they’re watching (43%) as opposed to as based on their local area, sites they have visited before, recent video history or favorite brands. So contextual ads trump behaviorally targeted ones for mobile video watchers.
Asked about what could mobile video better, faster downloading/streaming speeds was the area where most (51%) want to see improvement, followed by a desire for more free video (45%).