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AOL’s study: Mobile Is Fueling Video Growth
Manuela Walfenzao| 27 de febrero de 2017
70% de los anunciantes en EE UU espera incrementar su gasto en móvil
Smartphones continue to grow as a screen of choice for video, rivaling desktop viewership consistently year-over-year. On average, 57% of consumers globally watch videos on a mobile phone every day, while 58% of consumers watch videos on their laptop/desktop every day, according to AOL’s latest report on video habits. “With 89% of U.S. and 77% of global consumers saying they can’t live without their smartphone or always have it within arm’s reach, we are very close to the tipping point where mobile will soon be the number one video screen” says the study. The report highlights that mobile spend is going up. “The industry is set to keep pace with consumer demands- continuing to increase spend in mobile video.” According to AOL, 47% of advertisers expect to increase mobile ad spend by at least 25% in 2017, and 57% of publishers expect mobile ad spend to increase by at least 25% in 2017. Despite consumers are watching more and more digital videos each year, consumption of short-form video is rising at an even higher pace. 42% of consumers watch videos 5 minutes or less every day. As videos get longer, that number decreases. The increase in mobile is also supporting the rise of virtual reality (VR), 360 and live video. According to AOL a full 28% of U.S. consumers have experienced VR on their phone, and 31% expect to watch more VR videos in the next 12 months. However, this rate varies around the world, for example 21% of Southeast Asia consumers expect to watch more videos in VR in the next 12 months, but only 9% of Canadian and U.K. consumers feel the same.
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