A new study from Tremor Video and Frank N. Magid Associates shows that customers watch 52 percent of smartphone videos from their homes, suggesting that smartphones are no longer used only to view short-form video on-the-go.
“In essence, we’ve discovered that the device doesn’t matter,” says Mike Vorhaus, president of Magid Advisors.
“According to the study, long-form video now accounts for nearly 40 percent of smartphone video viewing every week,” reports The Next Web. “Peak viewing hours between 5 and 11 pm also indicate that users are now using their mobile as they would use a TV.”
This trend suggests users may be using their smartphones in the same way many people use tablets — for second screen viewing while watching television.
According to the report, second screen viewing may actually go down in the future. This is not because tablet or smartphone use will decline, but because “8 percent of current mobile/connected TV viewers plan to cancel their pay TV service in the next year, and another 23 percent are seriously considering cancelling,” notes TNW.
“It’s important for video producers — whether online or on traditional TV — to look at new devices not as competition, but as new opportunities to engage viewers beyond current content and advertising offerings,” suggests Doron Wesly, Tremor Video’s head of market strategy.
A new study from Tremor Video and Frank N. Magid Associates shows that customers watch 52 percent of smartphone videos from their homes, suggesting that smartphones are no longer used only to view short-form video on-the-go.
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