According to the Interactive Advertising Bureau (IAB) Mobile Phone Video Diaries, smartphone users like to view mobile video while doing other screen activities with music, movie trailers, tutorials and funny videos as their favorites.
IAB research showed that 63 percent of digital video screening on mobile phones does not happen on-the-go, but rather at home.
Over a third (36%) of home-based digital video activities happen in a room where a second screen – a TV, desktop computer or tablet – is also available for viewing purposes.
Mobile phone users like to share. In fact, (92%) of viewers share mobile video they have watched on their phone with others. Mobile video viewing is ranked third on the list of high-time-spent (one hour or more weekly) activities conducted on mobile phones.
Mobile video usage grows steadily throughout the day, peaking in evening "prime time TV" hours. Twenty-two percent of video interactions were to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.
According to the study, the most frequently viewed genres in mobile video are:
- Music videos (45%).
- Movie trailers (42%).
- Tutorials/How-To's (41%).
- Funny short video clips (37%).
Humorous short clips (66%) and music videos (52%) are the most likely to be shared.