Mobile video-sharing opens new doors for marketers
Traditional video cameras have been gathering dust due to the rapid growth of video camera usage on mobile devices. According to Photobucket, a web-based photo- and video-sharing service, site users are not only uploading more video content than ever before, but a staggering amount of uploads are also originating from mobile devices.
Photobucket site data reveals a threefold increase in video uploads from July 2010 to July 2011. Moreover, by July 2011, video uploads from mobile devices were 14 times higher than in December 2010. Based on a survey of site members, Photobucket found that half capture video on their mobile devices once per week. A small percentage even said they use mobile video multiple times during the day.
Although Photobucket has more than 100 million registered members, it’s likely that its audience base is more digitally inclined than the average consumer, which may account for higher than average mobile video usage. The advancement of mobile video, however, is undeniable.
Data from global market research firm TNS also demonstrates this growth—albeit at a less drastic rate than Photobucket. According to a TNS survey, 46% of mobile phone users worldwide use the video camera on their mobile devices. This figure is up 2 percentage points from 2010. The proportion of mobile users uploading pictures or videos to the mobile web likewise increased by 2 percentage points. The TNS survey did not specific a usage timeframe.
Social media platforms now play an important role in mobile video activities. According to TNS, 38% of mobile social media users said they upload photos or videos to social media platforms from their mobile devices—and 21% expressed interest in that type of social sharing.
Although the platforms may vary from large social networks like Facebook and YouTube to multimedia-specific services such as Photobucket and Flickr, photo and video uploading is an increasingly social activity. Thanks to mobile device enhancements, users are now able to share mobile photo and video content with a tap of their finger. Photo and video apps have embedded social sharing functions which make social sharing quick and easy. Marketers should take note of the growing opportunity to reach consumers during the video-sharing process.
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Check out today’s other article, “Retail Email Does More to Direct Subscribers to Social Sites.”