Smartphone Owners in Ireland Outpace the UK for Mobile Video Viewing - eMarketer
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Smartphone Owners in Ireland Outpace the UK for Mobile Video Viewing

Short clips and auto-play videos on social networks see especially different viewing rates

December 16, 2016 | Video

Smartphone owners in Ireland are more likely than their neighbors in the UK to watch virtually every video type via smartphone, according to a June 2016 survey by Deloitte. And for some types of video, the differences in viewing habits are particularly pronounced.

Smartphone Owners in Ireland vs. the UK Who Watch Video via Smartphone, by Type, June 2016 (% of respondents)

Deloitte found that a greater share of smartphone-owning adults ages 18 to 75 queried in Ireland watched all five of the video types examined—from short videos to long-form TV programs viewed via catch-up services—than did respondents in the UK. The biggest gaps in viewing habits between the two populations, however, were for watching short videos and auto-play videos on social networks.

Nearly 60% of respondents in Ireland said they watched short videos via smartphone, whereas only 43% of UK participants said the same. Likewise, about 40% of those polled in Ireland said they watched auto-play videos on social networks via smartphone, compared to 30% of respondents in the UK.

The two countries were most closely aligned when it came to watching live TV and TV programs via catch-up services on their smartphones, with nearly one-fifth of respondents in both Ireland and the UK watching live TV that way and about 15% viewing catch-up TV on those devices.

One way to explain these differences might be the uptick virtually across all ages in Ireland in watching video-on-demand (VOD) content on smartphones. According to an Interactive Advertising Bureau Ireland (IAB Ireland) survey conducted in March 2016, 61% of VOD viewers in Ireland ages 16 and older watched via their smartphone over the previous 6 months, up from about 50% in the six months prior to March 2015.

And an April 2016 report from Decipher may hint at why the UK trails for most smartphone VOD viewing: device watching there is more spread out. For example, in Q1 2016, about 20% of digital streaming VOD viewing among UK digital streaming VOD viewers was conducted on smartphones—a figure that has held steady since Q1 2014.

The higher response rates in Ireland, then, may be due to less device versatility.

—Ben Clague

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