A recent study by Experian Marketing Services suggests nearly 98 percent of U.S. smart phone users do not watch any video on a typical day.
Perhaps you are as surprised as I was to read that statistic, given all the statistics it would be easy to find suggesting that mobile video is growing really fast. The Experian data suggests high rates of growth coexist with low rates of usage because the growth of mobile video consumption is coming from a very low base of users and usage.
To be sure, other studies might suggest that mobile video consumption already is higher than found by the Experian study. Flurry, for example, found that mobile video consumption was nearly eight minutes a day, in March 2012.
Compare that to the two percent of users who do report using video, for five minutes a day, spread over 4.2 sessions, as the Experian study found.
One might suppose that tablets are a more frequent platform for video consumption. Indeed, a separate study by Ooyala in the third quarter of 2012 suggested mobile video consumption represented about 2.2 percent of total end user video consumption, with tablets at 3.2 percent of total consumption.
That study suggests tablets are a more frequent screen used for consuming video, than the smart phone.
But a study Flurry suggested just the opposite trend, namely that smart phones were generating more video viewing than tablets.
Older data actually tends to support the Experian study’s finding that mobile video usage remains quite low.
In 2011, 91 percent of mobile device users did not watch video on a particular day, using their mobile device. But other studies suggest average consumption average consumption of nearly 10 minutes a day on mobile devices.
The point would seem to be that the impact of mobile video consumption is yet to be seen on most mobile networks.
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