Video marketing may be a relatively new endeavor for your brand, but you can’t spend too long getting your feet wet. Consumers’ habits have already evolved past desktop viewing, and you need to think about mobile users to reach your most dedicated video audience.
Pixability recently published survey findings showing that people watch around 56 percent of all videos on desktop computers, tuning in on smartphones 27 percent of the time and tablets 14 percent. This kind of a breakdown might be expected given that consumers dedicate more screen time to smartphones than PCs or laptops.
However, you might be surprised to learn mobile viewers actually pay more attention to your videos than desktop viewers. Pixability offers one explanation: Smartphone viewers are pickier about what they’re willing to watch and will only launch a video when fully engaged in the topic. On the flip side, people watching clips on their desktop computers with larger screens may have multiple windows open and click away before a video is finished.
Mobile viewers actually pay more attention to your videos than desktop viewers.
Whether this prediction is accurate, the findings pair nicely with results from comScore’s Video Metrix data for February. It found the sheer volume of video viewers at home and work dipped slightly, from 85.1 percent of American adults in January to 85 percent a month later. This group notably watched more individual videos (49.2 billion vs. 48.7 billion), while paring back the total time spent viewing by 79 minutes.
This group watched more individual videos (49.2 billion vs. 48.7 billion), while paring back the total viewing time by 79 minutes.
As you plan your future video marketing campaigns, you must consider how these changes could impact your results.
There is no definitive way to be certain videos reach consumers only on mobile channels, where they’re more likely to digest brand messages completely, but a good first step is to make videos mobile-friendly. Then you could try including clips in emails or distributing them through social posts to try to reach your active mobile audiences and refine the approach based on your results.