comScore recently released new insights on consumer video consumption usage on tablets. The main insight tht they gather is that the majority of tablet users watch video on their device. The report finds:
Tablets have quickly reached a critical mass in the U.S. with 1 in every 4 smartphone owners using tablets during the three-month average period ending April 2012. The study also found that tablet users were nearly three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 tablet users viewing video content almost daily on their device.
When looking at the content consumption more than half of tablet users watched video and/or TV content on versus just 20% of smartphone users. It's not a shocker that a device with a bigger screen gives a better experience and therefore gets more video usage.
What this means for marketers
When a brand is creating great content it has to think of how it's distributing that content. When coming up with a distribution strategy (whether that's via a QR code on package, via social media, :30 TV spot, etc.) there are a few things to keep in consideration and questions to answer:
- Different devices What device will they be using (smartphone, computer, tablet)?
- Different content Where will this person be watching this video (in aisle, on the couch, on the bus, at work)?
- Different circumstance What do we want the person to do after they consumer the video (share, comment, enter a sweepstakes)?
- Are people on the go or are they at home?
- Will this be a planned interaction or a spontaneous interaction?
- Will sound be necessary to get the message across or is it mainly visual?
- How long is the video?
Watching video is one of the dominant activities people do when they're connected. Depending on the device and circumstance will dictate Their engagement and interest level. Plan accordingly.