Tag Archives: mobile video

Social Networking Stats: 21% Of Online Video Is Now Mobile, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.23 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: 255 million monthly active users via VentureBeat
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 230 million registered accounts via VK
LinkedIn: 300 million members via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 190 million blogs via Tumblr
Instagram: 200 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 45 million users via TechCrunch
Pinterest: 70 million users via The Next Web
Reddit: 113 million monthly unique visitors via Reddit
WhatsApp: 500 million users via WhatsApp
Messenger: 200 million users via re/code
SnapChat:  ???? via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.  

Mobile Video Now Accounts For 21% Of All Online Video Plays

Mobile Video on the Rise21% of all online video-plays globally were completed through mobile devices  in the first quarter of the year, according to video technology company Ooyala. In 2012, that figure was at 3.4%; in 2013 it was 9%. The massive growth in online video consumption via mobile devices has changed the paradigm in content availability. Since 2012, mobile and tablet video viewership is up 532%.

82% of all mobile video consumption occurs on iOS devices, with nearly all of the remaining video views happening on Android devices. 48% who viewed mobile videos in the first quarter watched content for 30 minutes or more. More than three-quarters of viewers watched videos at least 10 minutes in length.

The findings continue to underscore the importance of mobile video consumption in general, and multiscreen strategies for broadcasters and brands in particular.

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76% of Mobile Video Ads Are Viewed In-App [Study]

Mobile video is rapidly becoming the new darling of the digital advertising world, and the Mobile Marketing Association (MMA) recently conducted its first Mobile Video Benchmark Study to examine mobile video performance.  The results show very high completion rates – over 90% – for mobile video.

Here’s a summary of the main findings from the report:

  • engagement for mobile video ads is impressive, with CTR ranging from 1.41%-2.66%, depending on the ad format; according to the report, “results are robust even for skippable video advertising” (where viewers have the option to bypass ads)
  • shorter length ad units had higher click rates than those 30 seconds or longer
  • mobile video ads are dominated by in-app ads; 46% of impressions happen in-app on phones and 30% in-app on tablets
  • among “a certain group of consumers,” late night video ads see high engagement; completion rates peak during those late hours
  • mobile video ad engagement declines with excessive ad frequency

Mobile Video Benchmarks - MMA Study

“…Mobile video is beyond the tipping point. We are seeing new behaviors and attitudes develop as mobile becomes validated as the real first screen,” says Greg Stuart, the CEO of MMA, in the press release. “It’s becoming clearer to us daily that mobile video is proving to be a very powerful tool for marketers to tap into the biggest transformation marketing has ever experienced.”

The study was based on information from six leading mobile publishers, each of whom provided a complete month of mobile advertising data, and focused on three key measures: click through rates (CTR), completion rates and non-skippable vs. skippable ads. These criteria were evaluated through ad unit length, ad format, as well as time of day, in-app vs. mobile, iOS vs Android and comparisons of phone usage vs. tablets.

To download the full study, click here.

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Brands Account for 40% of Most-Shared Instagram Videos

Brands Account for 40% of Most Shared Instagram VideosMarketing tech company Unruly examined the 1,000 most shared Instagram videos – and found that 40%  of them come from brands.

Since Instagram (owned by Facebook) launched its 15-second video functionality in June 2013, over 80 different brands have managed to produce videos that rank within the 1,000 most shared on Instagram’s platform.  These brands include Nike, Disney, BMW, General Electric, Red Bull and more.

MTV was the most shared brand on Instagram video; 84 of the brand’s videos ranked within the top 1,000, with a total of 134,110 shares on social and digital platforms including Facebook, Twitter and other sites.

Overall, much of this sharing occurs on Facebook; according to Unruly’s data, 9 out of 10 Instagram video shares occur on Facebook.

Here’s the most interesting statistic: the total number of unique Instagram videos shared on Twitter (176,016) was equivalent to 10% of the unique YouTube videos shared on Twitter during the same period (1,871,530), from September 9 to October 9.  Considering that Instagram video is only 5 months old, that’s pretty impressive.

Have you shared a branded video on Instagram? 

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Social Networking Stats: Mobile Accounts For 40% of YouTube Views, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.15 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: over 218 million monthly active users via Twitter
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 200 million registered users via VK
LinkedIn: 238 million active users via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 142 million blogs via Tumblr
Instagram: 150 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 40 million users via CNET
Pinterest: 70 million users via The Next Web
Reddit: 81 million monthly unique visitors via Reddit
WhatsApp: 200 million monthly active users via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.

40% of YouTube’s Traffic Comes From Mobile 

40% of YouTube traffic comes from mobileThis week, Larry Page announced that 40% of YouTube’s traffic comes from mobile (including both phones and tablets). That’s a significant increase from 25% last year, and just 6% in 2011.

“It is well on its way to becoming a mobile-first company,” reports AllThingsD.

However, more mobile views also means less ad dollars for the platform.  While a conventional YouTube web page offers several different type of ad purchases, there’s only one form of ad that can be purchased on a YouTube mobile app.  That “TrueView” ad gives viewers the options to turn the ad off (meaning: less ad dollars per mobile view.)

The ability to turn off ads is a convenient option for viewers; but will YouTube change available ad formats for mobile video as mobile views account for more of the platform’s traffic?

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Conair Mobile Campaign Earns 800K Completed Video Views

Conair mobile videoMobile video – coupled with digital rewards – yielded impressive results in Conair’s recent mobile campaign.  While many brands are still looking for the right way to delve into mobile, the hair styling appliance brand earned 800,000 views by offering consumers an incentive to view a mobile video ad.

Looking to increase the brand’s presence on mobile, as well as raising brand awareness and purchase consideration, Conair worked with Tapjoy to promote a video showing how to use Conair’s Spin Air Brush.  Consumers chose to click on the ad, and then earned two credits for watching the video.  Viewers also received an additional credit for liking the brand on Facebook and for following Conair on Twitter.

The campaign saw 800,000 video views over seven weeks; according to Mobile Marketer, the “most receptive respondents” were frequent category users and high-income earners.  Competitive product users were also more likely to purchase Conair products based on viewing the ads.

The most interesting results came from a comparison between the mobile campaign and a control group that saw the same creative on TV.  The mobile ads produced 5.7% higher ad awareness, 7.6% higher brand favorability and nearly 10% higher purchase intent.

Compared to the overall mobile audience, consumers who viewed the mobile video also showed higher brand awareness (by 19.1%), brand favorability (5.6%) and purchase intent (7.3%).

Do consumers mind this kind of marketing? Peter Dille, chief marketing officer at Tapjoy, explains “They are playing their game, see the offer, are interested in Conair’s product, they watch it and now they get rewarded with points in the game they are playing and all of a sudden they feel a whole lot better about the brand that brought them the experience that they like so much.”

The campaign puts consumers “in control” of their mobile advertising experience; Dille says, “Here you are actually opting into the ad because you are interested in seeing it.” So the campaign is effective for consumers – they see only what they choose – and it provides efficient marketing for the brand; Conair only pays for completed video views.

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Mobile Video: 92% of Viewers Share Content

Mobile video viewers are highly likely to share mobile video content, according to a new study by the Interactive Advertising Bureau.  Out of the 200 mobile video viewers surveyed, 92% share mobile video content with others. And they do so often: 16% share mobile video content daily, and 33% do so weekly.  Overall, nearly two-thirds of those surveyed share mobile video content at least once per month. 

Frequency of Mobile Video Sharing via IAB Survey

While many (56%) are sharing video content through posts on Facebook or other social sites, 44% simply use their own mobile device to show video to friends.  Only 12% share video via Twitter.

Which videos are most popular for sharing?

  • 66% of respondents share short, funny video clips
  • 52% share music videos
  • 35% share movie trailers
  • 31% share content created by themselves or their friends

Finally, respondents weighed in on mobile video advertising.  The majority – 53% – are “positive or neutrally receptive” towards mobile video advertising. But viewers want these video ads to be both relevant and concise: nearly half (48%) said that they would prefer seeing video ads related to the content of the video clips being watched, and 44% recalled seeing an ad while watching mobile video — with short (10-15 second) spots being the most recalled format.

Is your brand providing the right kind of mobile video ads (if any)? And is the content inspiring viewers to share?

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Over 50% Of Americans Watch Videos Online

US Online Video Viewers via eMarketerOver half of the American population views videos online, and many are doing so via mobile. According to new research by eMarketer, projected growth will bring US online video viewers to 60% of the general population and 76% of internet users by 2015.

Audience growth will be pronounced among preteen children, older boomers and seniors.  Discussing online video viewing demographics, eMarketer senior analyst Paul Verna says that “…the gaps will start to close as the market matures.”

Over 50% of Americans Watch Videos OnlineAre online video viewers watching premium content? eMarketer estimates indicate viewers are doing so more frequently:

  • Nearly half – 49% – of US adult online video viewers watched full-length TV shows on the web at least monthly this year
  • this number will rise to nearly 63% by 2015
  • 37% of US adult online video viewers are downloading/streaming at least one film per month in 2011
  • this number is expected to rise to over half – 54% – in 2015

US Mobile Video Viewers via eMarketerJust 1 in 5 (20%) of online video viewers watched via mobile in 2010, but this number is projected to double (to 40%) by 2015. And nearly one-quarter of the general US population will be watching videos via mobile in 2015.

Fully 90% of the mobile video watching population is composed of smartphone viewers; by 2015, this percentage will rise to nearly 99%.  eMarketer attributes the rapid projected growth of mobile video adoption to:

  • the ongoing strength of the smartphone market
  • healthy competition among makers of mobile operating systems (iOS vs. Android)
  • the continuity of content offerings across screens

Looks like viral videos are here to stay, and there will be plenty of marketing opportunities via online and mobile video in the next few years.

eMarketer estimates come from “a meta-analysis of survey and study data from dozens of research sources as well as trend data on device ownership and usage.”

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Mobile Video Demographics: 65% Young, 62% Male

New data from comScore for the three months ending June 2011 measures the demographics of viewers of TV and mobile video  via smartphones in the US. Over 16 million mobile users in the U.S. watched TV or video on their phones.  The mobile video viewing audience is dominated by males at 62%, while only 38% of those watching via mobile phone are female.

65% of those watching mobile video are under the age of 35.  The age breakdown for those watching mobile video:

  • 32% of the mobile video audience is composed of users ages 24-34
  • 22% of viewers are ages 18-24
  • mobile video viewers ages 35-44 represent just under 21%

Mobile Video Demographics via comScore DataGems

Are mobile marketers successfully targeting this young, male demographic?

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Half of US Smartphone Users Access Social Networks Daily via Mobile

Smartphone owners around the world are rapidly adopting mobile for internet use, according to new research from Google and the Mobile Marketing Association (MMA).  While PC use for internet access is still prevalent, smartphones are increasingly popular for social networking, online video access, and even making purchases.

The survey found that 31% of US internet users had a smartphone, similar to the UK’s 30%, but far above Japan’s 6%.  According to an eMarketer estimate, 31% of US mobile users will have a smartphone by the end of this year, rising to 43% by 2015.

While Japan has the lowest percentage of smartphone users, when asked what they had used to go online every day over the past week, those users tended to go online using their mobile (78%) nearly as much as their PC (82%).  The gap was much higher in the US; 58% of smartphone owners used mobile to go online every day over the past week vs. 78% that used their PC.

When asked which device they used yesterday to access the internet multiple times, the gap remained small in Japan (68% used mobile, 75% used PC) and lessened in the US (53% used mobile, 67% used PC).

In Japan, more smartphone users plan to maintain or increase use of their smartphone (94%) than their PC (88%).  Both methods of internet usage were nearly tied in the US, with 91% planning to increase or maintain internet use via smartphone, and 92% planning to do so via PC.

Social networking has already become widespread via mobile. In the US, 78% of smartphone users access social networks via smartphone, and 49% do so at least once a day, vs. 87% who access social networking via PC, with 58% doing so at least once a day.

This shows only a 9% difference between mobile and PC use – both the UK and France show the same gap in this category.

In Japan, the gap is smaller, although percentages are lower: 57% access social networks via smartphone (35% do so at least once day), while 59% access social networks via PC (34% do so at least once a day).

The gap between smartphone and PC internet usage widens a bit when it comes to online video, but mobile is still making impressive inroads here:

  • in the US, 73% of smartphone users watch online video via their mobile device, while 92% do so via PC
  • in Japan the gap is again smaller; 79% watch online video via mobile, 89% do so via PC

Mobile phones as purchase devices are also on the rise – 45% have used their smartphone to purchase in Japan, 29% in the US, 28% in the UK and Germany.

Survey data comes from online interviews (conducted in Q1, Q2 of 2011) of smartphone users ages 18+ in 30 countries worldwide, focusing particularly on the US, UK, France, Germany and Japan.  Data for other countries will be released over the next few months.

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