In this day and age, productivity is key to survival. People have really busy work schedules and are constantly on the move. Quality leisure time at home has fallen down drastically over the past couple of years. This is due to people migrating over to urban areas, where they often buy or rent a home in the suburbs in order to cut down their initial purchase/rental costs. A long commute to their workplace is the price that they have to pay for it. People often engage on their cellphones to make the most out of their time lost in travelling. People also tend to use their cellphones in the workplace whenever they feel like they need to catch a quick break.
The content consumed can be of any sort. It could be news, entertainment or just plain old conversation with people. Marketers have picked up on this trend and they’re trying to capitalize on it. They’re trying to push out ads on the mobile platforms. There are several benefits in doing mobile marketing, such as cutting marketing costs and reaching out to a highly targeted audience.
And out of all forms of mobile content consumed, video content predominantly stands out. Video consumption on mobile has grown by 233% since 2013. People often speculate that this is due to ease of consumption of content and a reduction in the patience of people for reading long form text. Several content creators often tailor their videos to better suit the mobile platforms. The videos are short, crisp and are made to deliver a high impact.
Video Consumption Trends
Although mobile users have low attention spans and favour short form content, studies have shown that a majority of them favour videos of significant length as well. The long form video campaigns run on Facebook and Instagram were met favourably. Studies have also shown that roughly 48% of all videos viewed on cell phones had a duration of 5 minutes or over and another 30% lasted in excess of 20 minutes. Around 57% of all people watched the 20 minute videos until completion. To better showcase video content, social media platforms have come up with solutions such as IGTV and stories for Instagram, vertical video ads for Facebook and video ads for Linkedin.
Video Discovery Platforms
On the desktop, people just casually browse the web and they happen to come across videos online. On mobile, the story is different. Video discovery is primarily through apps like youtube or social media. About 62% of people find videos on mobiles through Youtube, 33% through social media, 20% from search engines such as Google and 14% through various ad sources on the internet.
Statistics on Video Ads
As per recent findings, video ad consumption was higher on mobile as compared to its desktop counterpart. An effective way to measure ad impressions is its viewability. An ad is considered to be viewable when at least half of the ad pixels are displayed to the user for 2 whole seconds. For desktop, the viewability rate was at 53%. However, the rate is as high as 83% for mobile. About 64% of viewers reported that watching a video ad on Facebook had impacted their purchase decision. A staggering 89% of Facebook’s ad revenue for Q4 2017 came from mobile.
Engagement Rates for Video Content
Because the mobile screen is better suited to grab a person’s full and undivided attention, it enjoys a much higher engagement and interaction rates as compared to desktop videos. This is because mobile videos use up almost the entire mobile screen, thereby eliminating other sources of distraction.
Predictions for 2018
It is estimated that 1 in every 4 people in the world will watch videos on their mobile phones in 2018. As it is the cheapest and most convenient platform for accessing the internet, this number is expected to grow significantly over the next couple of years. The user base for chat apps such as Facebook Messenger and WhatsApp would be roughly 55% of the world’s population. This is also an important factor to be considered as a lot of users would be sharing videos via these apps. Approximately 1.58 billion users would watch at least one Youtube video per month, which is an increase by 9.2% as compared to the previous year. These are excellent numbers which justify having sizable budgets for mobile video marketing.
Some Statistics on Indian Mobile Video Consumption
According to an analytics report by InMobi, Indians like to consume a lot of video content in the mornings, especially between 6:30am and 9:30am. The average video viewership among all Indian mobile phone users would average to around 78% on weekdays and 82% on weekends. The numbers are this high thanks to the affordable data plans present in our country. India is also the world’s leading mobile data consumer and the data usage is well over China and the US combined. Video traffic for mobile is expected to go up from 49% in 2016 to 75% in 2021.
We can clearly see the rise in video consumption for mobiles over the past couple of years and this trend is expected to continue for the foreseeable future. Keeping these facts in mind, it is important that you put an emphasis on curating video ads specifically designed for mobile platforms as a part of your marketing efforts.