Transpera

Industry Data

“The mobile video audience is savvy and focused on their mobile experience. These devices are an integral part of their lives. The audience is ever growing and video is becoming an important component to the overall mobile mix. From an engagement perspective, brands will find this audience highly attentive." -- Phuc Truong, Managing Director, U.S. -- Mobext, the mobile marketing arm of Havas Digital.

Mobile Video Viewers Are Key Targets for Many Advertisers

The avid mobile video viewer has a profile that is more attractive for brand advertisers, than those who have never viewed video on mobile.

• 75% of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47% of non-mobile video watchers.
• 59% of avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34% of non-mobile video watchers.
• 40% of avid mobile video users earn more than $75k/year, as compared to only 25% of non-mobile video watchers.

Of interest, 60% of the avid mobile video users in the study are male.

The Mobile Video User Represents Unduplicated Reach

Mobile video users represent a unique audience that may not be reachable via other digital media.

A recent consumer research study by InsightExpress reveals just how much mobile video users rely on their device and that they spend more time on their mobile than they do on their computer, compared to non mobile video viewers.

• 62% of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.

By advertising on mobile, brands are likely to be reaching an audience they can’t reach as well online or via other digital media.

Mobile users who watch mobile video at least once a week report their media preferences and behaviors, as follows:

• 78% rely on their mobile phone for up-to-the-minute information, vs. only 19% of those who never viewed mobile video. Showing mobile video is a great feature for news, sports and information services.
• 71% prefer to receive information via mobile internet, vs. just 13% of those who don’t view mobile video.
• 58% get more of their news from the mobile phone than ANY OTHER source, vs. only 10% of those who have never viewed mobile video. Again showing the power of reaching an unduplicated unique audience through mobile video for news and information services.
• 50% spend more time away from computers than in front of them, vs. the reported 21% of those not watching mobile video.

Contact the Transpera Ad Sales team today to learn more.

*Reported data is the result of InsightExpress Research on Research Consumer Insight Survey. Data is based on a sample of 3720 consumers surveyed through InsightExpress' eRDD technology.