Thursday, November 10, 2011

Tablet Users Watch 30% More Video

Where it comes to online video consumption, device type matters. And it looks like tablets are shaping viewer behavior in new ways. Tablet users averaged nearly 30 percent more viewing time per play than those who watched on desktops, for instance, and they completed videos at double the desktop rate, according to data from Ooyala. 

Viewer engagement was generally higher on mobile devices than on desktops. Mobile viewers completed 75 percent of a long-form video at a rate of 20 percent, compared to 18 percent for desktops. As a general rule, device type heavily influences viewer engagement. In the third quarter of 2011, tablet viewers were the most engaged, while desktop and laptop viewers were relatively less engaged.

For each desktop viewer who completed a video, for instance, more than two viewers did the same while watching on a tablet. Across all plays, the video completion rate for mobile devices was slightly higher than that for connected TV devices and game consoles, as well.

In fact, the latest data suggests  viewers are turning to their tablets, mobile devices and especially their
connected TV devices and game consoles to watch medium- and long-form videos. You might think mobile users would watch shorter clips, while desktop PC users watch more long-form programming. That doesn't seem to be the case. 

Desktops or laptops are far more likely to be used to watch short clips, the Ooyala data suggests.  Videos shorter than three minutes, for instance, accounted for more than half (52 percent) of the hours of content viewed on desktops.

That same measure is 42 percent for mobile devices, 29 percent for tablets and just six percent for
connected TV devices and game consoles. 

By contrast, longer-form videos represent a bigger share of the hours played on non-desktop devices. Videos 10 minutes or longer accounted for 30 percent of the hours watched on mobile devices, 42 percent on tablets and nearly 75 percent on connected TV devices and game consoles, Ooyala reports. VideoMind Video Index

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