Americans between the ages of 13 and 31 regularly use multiple platforms to view video content, a report from Knowledge Networks suggests. As content marketing campaigns have become popular to target all demographics, marketers are well-advised to remember that video content can be an especially effective way to reach new audiences.
Knowledge Networks’ study found that 10 percent of respondents regularly watch video content on mobile devices. While this number may not seem particularly large, 35 percent noted that they view video on desktop and laptop PCs.
As mobile devices become more popular and more advanced, content must evolve similarly. Failing to leverage video content may place a business behind competitors using the medium to attract and convert new prospects.
In 2010, Knowledge conducted the same analysis. Video viewership on every platform increased in the 2011 poll with the use of streaming rental services showing the most substantial growth at 13 percent.
Brafton recently reported that web video viewers have stronger responses to content tailored to their location and designed solely for the web. While many businesses recycle television advertisements for use on the web, viewers are often less compelled to convert when exposed to repurposed TV spots.