With the majory of U.S. consumers saying they can’t live without their smartphone or always have it within arm’s reach, it's no wonder that 57% of consumers watch videos on their mobile phone daily, according to study findings from AOL Advertising released Tuesday
In fact, 89% of consumers reported living "within an arm’s reach of their smartphones at all times." While 70% of consumers reported watching video on desktop, mobile is only slightly behind at 67%.
The findings, from a global study into consumer behavior, show how video viewing continues to explode on mobile devices and what advertisers and publishers need to know to make the most of their media buys in 2017.
Findings from the study span seven markets to better understand consumer trends around digital video and to get a finger on the pulse of what consumers want to see more of in 2017. And while mobile video continues to grow exponentially, the results show some very interesting findings.
For instance, when it comes to the length of the video, shorter is better, which might explain Google's reason for recently deciding to eliminate the 30-second unskippable ad. AOL's findings suggest that the "dwindling attention spans" of viewers make it more likely consumers will watch the content if it's short. Some 59% of consumers reported watching video that runs 1 minute or less every day, but only 31% of consumers reported watching video that was 20 minutes or more every day.
Some 47% of advertisers expect to increase mobile ad spend by at least 25%, and 57% of publishers expect mobile ad spend to increase by at least 25% in 2017. Budgets continue to move from television to mobile. In fact, when AOL Advertising analyzed the shift of TV budgets digital video analysis suggests 63% is going to mobile video and 70% is going to desktop video.
There are challenges. Some 35% of advertisers point to the quality of customer experience as their top challenge. While 34% point to the quality of content or creative pieces as a challenge, 31% say the quality of programmatic inventory and 20% say ad blocking are also challenging.
Virtual reality and 360 video are fueling the trend. Some 49% of consumers globally are experiencing 360-degree video on mobile. Some 31% of U.S. consumers and 21% of consumers in Southeast Asia report they expect to watch more video in VR in 2017. Canadian and UK consumers were not as enthusiastic, with just 9% of them expecting to watch more VR.