Often, we watch videos of all variety on them, and we do it quite frequently. The year-over-year uptick in mobile viewing is noteworthy for content creators and brands as it provides insight into consumer behavior.
The mobile platform garnered 51% of all video views in the second quarter of this year, according to video tech firm Ooyala in its latest quarterly report. That’s an increase of three times from two years ago. Smartphones comprise 43% of all views, with tablets checking in at 8%.
In many cases, consumers are watching video on their phones in the middle of watching something else. Google reported in its latest data that two-thirds of consumers say they pick up another device during a TV ad break, while a whopping 92% of YouTube viewers watch YouTube on their mobile devices while at home.
Overall, the number of viewers watching TV programming on the Internet’s biggest video site is up more than three times since 2013. Also, YouTube said it accounts for more than half of consumer time spent watching online video on the TV set.
Brands can capitalize on this behavior. As part of its findings, YouTube said almost 50% of Internet users have looked for a video about a product before visiting a store or making a purchase. Naturally, YouTube has skin in the game in promoting the use of videos and ads, but other reports bolster these conclusions.
About three-quarters of online video viewers have interacted with a video ad in a given month. About 80% recall a video ad they viewed in the past 30 days. That data comes from strategy firm Insivia’s curation of video trends.