Nearly All Mobile Video Viewers Are Mobile Video Sharers - eMarketer

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Nearly All Mobile Video Viewers Are Mobile Video Sharers

Funny clips, music videos, most popular for sharing

January 7, 2013

A November 2012 study by the Interactive Advertising Bureau (IAB) found that video viewing on mobile devices is very closely related to video-sharing. In the survey of 200 mobile video viewers, 92% said that they share mobile video content with others.

The most popular method of sharing listed by respondents was through posts on Facebook or similar social sites (56%). But a lower-tech method of sharing was also quite popular with respondents: 44% said they share videos simply by passing their mobile device off to a friend.

Methods Used to Share Mobile Phone Videos According to US Mobile Video Viewers, Nov 2012 (% of total)

The popularity of mobile video-sharing is underscored by the frequency with which study participants say they do it—16% share mobile video content every day, and another 33% do so on a weekly basis. In total, nearly two-thirds of respondents share mobile video content at least once a month.

Frequency with Which US Mobile Video Viewers Share Mobile Phone Videos, Nov 2012 (% of total)

The most commonly shared type of mobile video, unsurprisingly, is the kind of short and funny clip designed to be passed around—66% of respondents said they shared videos of this type, followed by music videos (52%) and movie trailers (35%). Personal content also had a sizeable role to play in users’ sharing habits—31% said they share content created by themselves or someone known to them. Among the least popular items to share were longer, more complex pieces such as movies and TV shows, suggesting that mobile sharing, like mobile viewing, still skews toward bite-sized content.

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Check out today’s other articles, “Whither the Brand Website?” and “UK No. 1 Country in Mobile Ad Spending per User.”


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