Mobile Phone Video Diaries: Understanding Mobile Video Usage November 2012
Contents
Methodology and Sample Mobile Phone Consumers and Mobile Video Day in the life of a Mobile Video User Mobile Video and Advertising
Methodology and Sample
Methodology
Stage 1: Pre Survey Stage 2: Mobile Video Diary
What did? Why? How feel? Where? Other media?
Stage 3: Post Follow Up
Screening
Understanding motivations Attitudes towards mobile video Future scoping
Using our US panel, we contacted 200 respondents, who opted in to take part in a 3 stage diary project, lasting a total of 2 weeks. All respondents recruited owned either a Smartphone or Feature phone. The focus of the report was on mobile phone based video usage, excluding tablet based video usage. Stage 1: Respondents were pre screened on demographics and mobile video behaviour to ensure the sample gathered was relevant and responsive. Stage 2: The successful 200 pre screened respondents were tasked using their mobile to check in, over a period of 1 week, whenever they used mobile video. Stage 3: All respondents then completed a follow up survey, which covered a range of topics from factors behind mobile video usage, attitudes towards mobile video advertising and how they would like mobile video progress in the future. Each respondent earned $10 for taking part
The Mechanic is Simple
1. Mobile owners click a web link (looks like an app icon), or bookmark once they encounter/use mobile video. 2. They then simply select which type of video genre they have just encountered/used, and tell us the reasons behind this.
What Video?
Why watched?
Time spent, how watch?
Where were you?
Using other media?
Top 5 Mobile Phone Video Take Homes #1 Viral video! - 92% of mobile phone consumers share
mobile video with others
#2 Its an everyday event! mobile phone consumers use
mobile video throughout the entire day, the whole week
with the presence of a 2nd screen TV
#3 63% of usage occurs at home, and for some, occurs #4 Relevance is key to drive engagement with advertising #5 Better download speeds, free and better quality video
within the video format.
content are the challenges from consumers
Mobile Phone Consumers and Mobile Video
The viral power of video!
Mobile video offers mobile phone consumers the chance to truly engage as social creatures Of mobile phone video users 66% spend 1 hour plus per week watching video. For this sub group they are more likely to watch video 1 hour plus per week than they are to use email for this long! Music, Movie trailers and Tutorials are the most frequently used video formats. 92% share mobile video with others, with social networks and sharing via showing on device the most popular methods
66% of mobile phone video users, use mobile video for an hour plus each week
Q9 Pre : In the past week, approximately how much time did you spend on your mobile doing the following
Conducting the following activities for 1 hour plus each week..
73%
68%
66%
60%
57% 37% 26% 22%
Playing Games
Social Media (e.g. facebook, twitter, etc.)
Watch videos
Send and receive email
Search for Search for Shopping Bill general local (e.g. travel, payments or Information information mobile mobile (news, or deals purchases, banking sports, etc.) finance, etc.)
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
Music, movie trailers and tutorials are the most frequently encountered mobile phone video genres
Q1 Diary: What type of video did you just watch/see?
45%
42%
41%
37% 25% 23% 21%
Music video
Movie trailer
Tutorial/how-to video
Funny short video clip/"viral video"
Self made/video made by a friend/family member
Catch up TV (full episode)
News
Country: US Date: November 2012 Base: Total interactions (987) Significantly higher/lower. Tested at 95% confidence interval.
Mobile phone consumers favor short sub 10 minute clips
Q1 Post: Thinking about the types of mobile videos you watch, how long are the video clips you watch on average?
Under 10 minutes: 85%
20%
50%
15%
6%
7%
5%
0 to 2 minutes
3 to 5 minutes
6 to 9 minutes
10 to 15 mintutes
16 to 30 mintues
Longer than 30 mintues
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
55% of videos are watched via apps, 41% via the mobile web
Q4 Diary: Were you using a mobile app, or the mobile web when you watched the video?
4%
Mobile web
41%
Mobile app
55%
Not sure
Country: US Date: November 2012 Base: Total interactions (987) Significantly higher/lower. Tested at 95% confidence interval.
92% of mobile phone consumers share mobile video content with others, with social networks and showing others the most preferred methods
Q6 Post : And how do you share video content you watch on your mobile/smartphone with others?
Share
8%
Post on facebook or other social media Show others on my own device 44%
56%
Text Not Share
37%
92%
Email
33%
Via youtube
30%
Tweet
12%
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
With 49% of mobile phone consumers sharing video content weekly with others
Q7 Post :And how often do you share video content with others?
10%
Daily Weekly Monthly Less frequently I don't share
16%
26%
49% share videos weekly/daily
33% 16%
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
Humorous short clips and music videos are the most likely genres to be shared
Q8 Post : And what type of videos do you share with others?
66% 52% 35%
31% 23% 22% 19% 17% 13% 13%
Funny short Music video Movie trailer Self video made/made clip/"viral by video" friend/family member
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
News
Tutorial or how-to video
Sports
Full length Catch up TV movies (full episode)
Other
Day in the life of a Mobile Phone Video User
Video watching all day!
Mobile video usage builds throughout the entire day. Starting in the early morning and growing throughout the day until its peak in the late evening. Currently, mobile video is viewed more during the week than at weekends Mobile video viewing not only a gap filler, but something consumers planned to do, and a reaction to others suggestions. 63% of usage occurs at home, with the front room/lounge and bedroom the most popular rooms. 22% of those using other media while watching mobile video were watching TV.
Mobile Phone Video usage grows throughout the day, peaking in the evening
Q1 Diary: Mobile Video Usage 25%
20%
% Sightings
15%
10%
5%
0% 1am-3am night 4am - 6 am time early morning 7am - 9am morning 10am noon late 1pm - 3pm morning early afternoon 4pm - 6pm afternoon 7pm - 9pm early evening 10pm midnight late evening
Country: US Date: November 2012 Base: Total interactions (987)
Significantly higher/lower. Tested at 95% confidence interval.
Planned to watch, boredom and A topic I like are the key motivations behind watching mobile videos.
Q2 Diary: And why did you watch it?
Other Motivations
Result of a mobile search 22% 18% 18% 14% Something I downloaded to my phone to watch later No other video screen (e.g., TV, PC) available at the moment An ad (not mobile) 14% 13% 9% 8% 5% 3% 1%
Something I planned to Boredom/filling time watch
A topic I like
Liked I wanted to find out Recommendation/link actor/personality/star about a from a friend/family in the video product/brand/story
A mobile ad
Country: US Date: November 2012 Base: Total interactions (987 Significantly higher/lower. Tested at 95% confidence interval.
Usage of mobile video occurs more during on weekdays. Music and funny short clips are viewed throughout the week.
Q1 Diary: Mobile Video Usage
Video Usage by Weekday
The average number of check ins over a fortnight
Mon
Any Mobile Video Tutorial or how-to video Movie trailer Music video Catch up TV (full episode) A funny short video clip/"viral video"
Country: US Date: November 2012 Base: Total interactions (987)
4.93
41% 59%
Weekends Weekdays
Tues
Weds
Thurs
Fri
Sat
Sun
Significantly higher/lower. Tested at 95% confidence interval.
Mobile phone consumers appear to both plan their video usage throughout the day, as well as react to recommendation of others.
Q1/Q2 Diary: What type of video did you just watch/see /And why did you watch it? By Time of day
Recommendation, No other screen No other screen, mobile ad
Boredom, Find out about product/brand, Mobile search, liked actors
Find out about product/brand, No other screen, Liked actors, Downloaded to watch later
Topic I like, mobile search Mobile ad, recommen dation
Tutorial, Music, Funny short clip Movie trailer, News, Catch up TV Self made video, Music, Sports
Sports, Funny short clip, Tutorial
Self made video (friend/family member), Weather
Full length movie
1am-3am night 4am - 6 am early time morning
7am - 9am morning
10am noon late 1pm - 3om early morning afternoon
4pm - 6pm afternoon
7pm - 9pm early 10pm - midnight evening late evening
Country: US Date: November 2012 Base: Total interactions (987), motivations mobile ad (92), planned topic (176), No other screen 33) Significantly higher/lower. Tested at 95% confidence interval.
63% of mobile phone video usage occurs at home
Q6 Diary: Where were you?
At Home: 63%
Travelling/ Out & about/ Commuting: 11%
At Work: 10%
At someone elses house: 10%
Country: US Date: November 2012 Base: Total interactions (987 Significantly higher/lower. Tested at 95% confidence interval.
The bedroom and front room/lounge the most popular rooms in which mobile phone video is consumed
Q6 Diary: Where were you?
In which room ?
Bedroom 43%
Front room/Lounge
35%
At Home: 63%
Kitchen
4%
Bathroom
4%
Dining room
2%
Garden/patio etc
Country: US Date: November 2012 Base: Total interactions (987 Significantly higher/lower. Tested at 95% confidence interval.
2%
22% of mobile phone video encounters occur with the presence of a 2nd screen TV.
Q6 Diary: Were you using/looking at any other media at the same time?
TV 22%
46%
Desk/ Laptop 10% Tablet 6%
Phone (talking) 6%
54%
Radio 5%
Yes
Magazine 2%
No
Country: US Date: November 2012 Base: Total interactions (987) Significantly higher/lower. Tested at 95% confidence interval.
The profile of a Heavy Mobile Phone Video User
Q1/Q2/Q3 Diary
Country: US Date: November 2012 Base: Total interactions (987)
Significantly higher/lower. Tested at 95% confidence interval.
Mobile Phone Video and Advertising
As we saw on slide 9
Mobile phone video advertising is recalled but being relevant is key to engagement
44% recall seeing an ad while watching mobile video, with short clips the most recalled format. While 53% are warm towards advertising, 46% dislike advertising interrupting their viewing. Short ad formats are the most favored. Relating advertising to the actual clips being watched could help build greater engagement. Download speed is the area most want to see improved, quality and ability to watch videos for free are also requested by mobile phone consumers.
44% of mobile video encounters included a mobile ad
Q5 Diary: And did you see any advertising when watching the video?
44%
Yes
No
56%
Country: US Date: November 2012 Base: Total interactions (987 Significantly higher/lower. Tested at 95% confidence interval.
Short 10 to 15 sec pre-roll ads the most encountered ad format
Q11 Post : And what types/forms of ads have you seen when watching video on your mobile phone?
63%
44% 35% 34% 28% 27% 20% 5% Very short 10 to 15 sec before the video starts TV commercials Sponsorships Pop up ads Very short 10 Ads that I can that occur to 15 sec at the interact with if I want more while watching end of the video information the video Overlays Other 5% None
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
While 53% are receptive towards advertising, 46% dislike interruption/invasion of ads into their viewing pleasure
Q9 Post: And how do you feel about ads that feature while watching videos on your mobile/smartphone?
Like a lot/little/neither like nor dislike:
I like them a lot I like them a little Neither like nor dislike Somewhat dislike them Dislike it a lot Can't remember ever seeing an ad
53%
12% 11%
30%
23%
23% 2%
Dislike somewhat/a lot:
Country: US Date: November 2012 Base: Total sample (200) , unlimited data package (116), 25 to 34s (89) Significantly higher/lower. Tested at 95% confidence interval.
46%
To successfully integrate advertising into the mobile video format, short ads at the beginning or end of the clip should be used
Q10 Post : If ad's are to appear when you are watching a video on your mobile/smartphone, what type/format of ads should they be?
42%
40%
24%
21% 12% 9%
6%
8%
Very short 10 to Very short 10 to Ads that I can 15 sec at the end 15 sec before the interact with if I of the video video starts want more information
Sponsorships
TV commercials Pop up ads that occur while watching the video
Overlays
None of these
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
Relating advertising to the video clips being watched could help to build greater engagement with the ad.
Q12 Post : And how should the ads that appear in mobile videos be tailored so they are of interest to you?, should they be..
Related to ..
43% 29% 28% 27%
26%
25%
The video being watched
Location (city or neighbourhood)
Recent video viewing history
Sites you've visited online
Age/gender, whether you have kids, or other demographic information
Favorite brands
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
When selecting video content, mobile phone consumers decisions are influenced by speed and trust.
Q2/Q3 Post : Thinking about when you use your mobile/smartphone to watch videos, which of the following are important to you?/And which ONE is the most important to you?
Important Factors
Video buffering/streaming speed is fast Good picture quality Video content that is free Good sound quality Video comes from a trusted source Ability to share the video with others Video is in HD
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
Most Important Factor
68% 66% 62% 58% 40% Video buffering/streaming speed is fast Video comes from a trusted source Good picture quality Video content that is free Video is in HD 35% 24% 14% 13% 6%
Connected via wifi, not 3G or 4G 31% 29% 26%
Connected via wifi, not 3G or 4G 3% Ability to share the video with others Good sound quality 2% 1%
Better downloading speeds are the primary development mobile phone consumers want, free and better quality videos are also cited
Q13 Post : Thinking about the future of mobile video how would you like this to progress?
51% 45% 42%
30%
29%
Better downloading/streaming speeds
Watch video for free
Better quality videos
Play multiple video formats
Lock touchscreen so as not to stop the video playing
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
Secondary to this, mobile phone consumers also want developments in device technology and also mobile video loyalty schemes
Q13 Post : Thinking about the future of mobile video how would you like this to progress?
Other Category Progressions
Better video creation technology in mobile/smartphones e.g. camera/video camera Mobile video loyalty scheme - get megabytes back for watching more video Voice commends to play, rewind, pause etc Devices with larger/better screen quality Being able to adjust the video screen to play on different devices More interactive experience e.g augmented reality More location based videos Better content protection e.g. age restrictions, content warnings etc
Country: US Date: November 2012 Base: Total sample (200) Significantly higher/lower. Tested at 95% confidence interval.
26% 26% 25% 22% 19% 14% 12% 10%
On Device Research
jamie@ondeviceresearch.com
