Italy Leads EU-5 in Mobile Video Viewing - eMarketer

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Italy Leads EU-5 in Mobile Video Viewing

Short video content is most popular among mobile video viewers

January 28, 2015

Mobile users in Italy are big digital video viewers, specifically when it comes to short clips. According to October 2014 polling by the UK’s Office of Communications (Ofcom), 68% of mobile phone and smartphone owners in Italy viewed digital video clips via such devices. Usage was even higher for tablet users; 73% of users watched video that way.

Digital Video* Viewers in the EU-5, by Device, Oct 2014 (% of respondents)

These percentages aren’t just impressive—they’re higher than those for any other EU-5 country. In Spain, for example, 55% of mobile phone/smartphone owners used their phones to watch video clips, the second-highest response for such devices. Germany ranked No. 2 for tablet video viewing, but with a rate 11 percentage points lower than Italy’s.

Italy’s mobile phone video viewers showed a strong preference for viewing shorter content. As noted, 68% watched video clips this way. In comparison, just 11% used their phones to view video-on-demand or streamed films, and only 10% viewed live TV broadcasts or watched catch-up TV.

Mobile Phone Video Viewers in the EU-5, by Video Content Type, Oct 2014 (% of mobile phone owners)

Tablet users in Italy were slightly more open to viewing longer-form content, likely due to the device type’s larger screen size, but were still most interested in clips (73%). Three in 10 watched catch-up TV, 28% viewed live TV broadcasts over the internet, and 27% accessed video-on-demand or streamed films.

Video advertisers and marketers in Italy have taken note of consumers’ higher interest in mobile video. When July 2014 polling by Forrester Consulting asked professionals in Italy what devices they believed consumers would increase time spent watching video with in the next three years, 92% of advertisers, 82% of agencies and 64% of media companies pointed to tablets.

Rates for smartphones were slightly lower among advertisers and agencies, at 84% and 75%, respectively, while media companies had higher hopes here, at 70%.

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