Online video viewership is steadily showing gains, with comScore reporting that 175 million U.S. internet users watched online video content in October 2010. At the same time, the mobile market is on the rise, as BIA Kelsey forecasts that mobile advertising will reach nearly $3 billion by 2014. Now, Nielsen reports that these two platforms could be synergizing into a potentially profitable channel for marketers.
Nielsen's latest report shows that mobile subscribers watched more video content on their mobile devices during the second quarter of 2010 than ever before. The study shows that the number of mobile users watching videos on the go increased by more than 43 percent in Q2 2010 over Q2 2009, with about 22 million consumers watching videos via a mobile device.
At the same time, the amount of time spent watching mobile videos increased by 22 minutes over the same period last year. Mobile viewers tuned in for an average of three hours and 37 minutes per month – an 11 percent increase over Q2 2009. This should be especially good news for marketers, as Brafton has reported that online video viewers are receptive to ads, and there is an insignificant difference in drop-off rates between online programs with about one minute versus about 20 minutes worth of ads.
The majority of mobile video viewers seem to fall into the 25- to 34-year-old demographic, closely followed by 35- to 49-year-old audiences. Additionally, Nielsen reports that males account for 55 percent of mobile viewers.
Marketers who enter this growing space may find they have a broader audience for mobile video content moving into the new year. According to a recent IDC report covered by Brafton, worldwide shipments of smartphones and media tablets are expected to reach 377 million in 2011.