63% of video viewing on mobile phones happens inside the home, according to new data from the Interactive Advertising Bureau (IAB). In addition, 36% of this home-based digital video consumption happens in a room where a second screen --TV, desktop computer, or tablet -- is accessible.
IAB says this means there are significant cross-media opportunities available for brand marketers, whether that means synching digital video to live TV programming, or linking magazine ads to relevant mobile video clips, or something else.
On Device Research conducted this study, collecting smartphone and feature phone users to keep detailed "day in the life" diaries about their mobile video usage for two weeks, as well as participating in pre- and post-diary surveys. Among the other findings:
- Comedy shorts (66%) and music videos (52%) were most likely to be shared.
Source: Cynopsis Media, Dec. 2012
Tango Media Management