Most consumers who watch television programs or movies on their wireless devices are not actually doing so while on-the-go, suggests a new report from the Interactive Advertising Bureau. The IAB report found that 63 percent of viewing takes place at home, while 36 percent takes place in a room that already has an existing device available to watch the content.

The report notes that two-thirds of respondents watch more than one hour of video a week on their smartphones or tablets. However, 85 percent of it is consumed in short bites of less than 10 minutes, according to VentureBeat.

“We need to see mobile as a primary screen for on-demand consumption, not as an afterthought,” says David Levin, president of digital agency 360i.

The report also points out that entertainment content is the most consumed, with music in the lead, followed by movie trailers, tutorials and funny short video clips. Perhaps most interesting to advertisers, the IAB study learned that 53 percent of respondents indicated they’re okay with mobile video advertising and 48 percent said the ads should relate to the video content being watched.