Mobile video consumption. The latest statistics.June 20, 2013
Over the 12 months to 2013, time spent watching video on mobile devices has doubled.
In the first 3 months of 2013, the market share of video viewed on handheld devices grew by 19 percent.
In a 24 hour period on 7 June, tweets with links to Vine, exceeded those to Instagram. Within 2 weeks, they doubled!
Digital Tsunami has proclaimed 2013 the Year of Video, Mobile and Social.
Here are the latest statistics which demonstrate massive growth in these 3 marketing platforms.
Tablets have passed smartphones as the most popular device for viewing video. A chart from Silicon Alley Insider shows that in January, tablets oustripped mobile as a video platform.
Mobile and tablet video now comprise more than 10 percent of all online video views. In Business Insider of 20 June, Steve Kovach states, “In the past year alone, video-watching on mobile devices has doubled.”
The statistic was extracted from Ooyala’s Q1 2013 Global Video Index. After doubling in 2012, the share of tablet and mobile video increased by 19 percent in the first quarter. At this rate of expansion, it is on track to double again in 2013.
The data sample used in this report covers the first quarter of 2013. All video data was collated from an anonymous cross-section of Ooyala’s global customer and partner database, anonymized and in real time.
Across the Asia/Pacific, on all devices, live video dominates Video on Demand (VOD). On average, people streamed live video longer than VOD. Tablet video viewers watched live video 4x longer, and mobile audiences tuned in to live video 3x longer.
The report also revealed that the most watched duration was 1 to 3 minute videos, (cf: less than 1 minute, 3-6 minutes, 6-10 mins, 10-30 mins, 30-60 mins).
The completion rate (at which viewers watch a portion or all of a video), demonstrates a direct inverse relationship with duration. The shorter the video, the more people watch it all.
Reinforcing this statistic is the recent revelation that Vine has passed Instagram in the total number of tweet links. In Marketing Land, Matt McGee wrote “Still not sure about the idea of making and sharing six-second looping videos? .. on Friday there were more Vines shared on Twitter than Instagram photos.”
Instagram, the online photo-sharing and social networking service that was launched on October 2010, has become a global hit, and 18 months later, was acquired by Facebook for approximately $1 billion in cash and stock.
Founded by Twitter, the six-second looped video platform Vine, launched in January 2013. So in just 5 months, the ‘established’ platform Instagram, with over a hundred million users worldwide, has been surpassed in social links by the 5 month old Vine!
Topsy Analytics calculated 2.37 million links to vine.co on Twitter compared to 2.14 million links to instagram.com, over the same 24-hour period. It was only on June 3, that the Android app was launched. The preponderance of Android smartphones across Asia may have contributed to this growth. Vine has become an immediate hit on Android. Within the 2 weeks since, tweets have doubled (as at 09:00 on 19 Jun), with 1,144,187 tweets linking to Instagram, compared with 2,308,317 tweets linking to Vine.
Any doubts over whether people would want to make or watch videos limited to six seconds have been allayed. Brands are increasingly adopting Vine, including Samsung and Target. Vine is perfectly suited to concise animations of all types, but has clearly prompted creativity.
Digital Tsunami has been producing online video since 1996. Company founder Andrew W Morse first worked in film production in 1979, and has worked with globally recognised brands including Mercedes-Benz, Merck, Citizen, Cathay Pacific and Abbott.
While at Essential Asia in 1993, Morse produced and directed television commercials in the style of a computer game, for US food brand Tootsie Roll. He states “We developed a licensed character based on the fruit gummy product, an environment with challenges and rewards which emphasised the nutritional benefits of the product, then used fast moving ‘2 and a half D’ cel animation, with integrated sound effects consistent with those of a computer game.” The spot was produced in multiple languages for terrestrial and satellite broadcast across Asia.
With the expertise to produce a global video or a six-second ‘blipvert’, Digital Tsunami enables you to maximise the exceptional ROI of online video.
Ooyala Global Video Index Q1 2013
Global Web Index
Business Insider Chart of the Day
Silicon Alley Insider
Marketing Land “Vine passes Instagram total Twitter shares”
Digital Tsunami on Twitter
Digital Tsunami on YouTube
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