Not Focused on Mobile Video? You Should Be! More than 50% of U.S. Mobile Subscribers Have Smartphones

Not Focused on Mobile Video? You Should Be! More than 50% of U.S. Mobile Subscribers Have Smartphones

Nielsen just put out the March 2012 numbers of smartphone penetration in the US and for the first time, it's topped 50%. That means an estimated 150 million. If you're not putting your video in formats that they can consume yet, get on it!

I'm sure many of you are, and are targeting the iPhone and its iOS operating system. However, it is continuing to fall behind to another mobile OS, you know the one I'm talking about, Google Android, which now holds 48.5% of the market. So that's roughly 75 million users.

Smartphone Operating System Share

Smartphone OSShare of Smartphone Owners
Android OS48.5%
iOS32.0%
RIM Blackberry11.6%
Windows Mobile4.1%
Windows Phone1.7%
Other2.1%
Read as: During Q1 2012, 48 percent  of smartphone owners had a device that runs on the Android OSSource: Nielsen, Mobile Insights, Q1 2012

Sure, iOS is still going strong with 32% and there are something like 20-30 million iPads out there now including 15 million according to Apple's sales numbers last year. But simply targeting the iOS crowd could be missing out on a massive section of others.

With new Android tablets boasting things like 2GB of RAM and quad-core Tegra 3 chips, they could certainly begin to expand their market share as well.

But this is all about the smartphone, so let's leave tablets out of it for now.

Even if you're more rigorously targeting specific demographics, you should still be making sure your video is available on all platforms. Look at the recent Nielsen numbers on smartphones by ethnicitiy for example.

Not Focused on Mobile Video? You Should Be! More than 50% of U.S. Mobile Subscribers Have Smartphones

Here are some other interesting facts in demographic breakdown for smartphone owners.

  • 50.9 percent of female mobile subscribers carried smartphones in March 2012, compared to 50.1 percent for men.
  • Looking at multiple smartphones are particularly popular among those ages 25 to 34: More than two out of three in this age group have a smartphone.
  • Asian Americans lead smartphone adoption with 67.3 percent using a smartphone as their primary mobile handset.
  • Almost three in five Hispanic mobile subscribers use smartphones, and a majority of African-Americans own smartphones

Video marketers and advertisers, as well as video content publishers and creators need to seriously think about the mobile phone as a platform on its own and many of you do, but for those who aren't yet, what are you waiting for?

Now if we could just get some updated research on things like how, how long and where those smartphone users are consuming video, we could better target them, not only with content that fits their attention span but also with ads and marketing content that suits their tastes and viewing locations. I mean, who needs an ad for a North Face parka in Hawaii or for suntan lotion in Milwaukee. Well, alright, we do get sun in Milwaukee, maybe 30 days per year...

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About the Author -
Christophor Rick is a freelance writer specializing in technology, new media, video games, IPTV, online video advertising and consumer electronics. His past work has included press releases, copy-writing, travel writing and journalism. He also writes novel-length and short fiction as part of Three-Faced Media . View All Posts By -

What do you think? ▼
  • http://www.3rdplanetmedia.com 3rdplanet

    Thanks, Christopher, great information. Would you be an advocate of using YouTube for clients who want to make sure they're video is mobile ready? I'm thinking it makes a lot of sense to have a YouTube channel for use as a social media tool and for its ability to deliver to mobile ... even if the client is using another video deliver service.

    • Christophor Rick

       @3rdplanet I would definitely include YouTube in any online video marketing plan but there's also something to be said about having the video available on the brand's website. There was some research recently about that very thing in fact. I can't find it presently but I know that there was definite value in having the videos on both YouTube and the brand site. Plus, now Google is indexing youtube embeds as well (both articles are on Reelseo somewhere heh)

      • http://www.3rdplanetmedia.com 3rdplanet

         @Christophor Rick Absolutely. We've been embedding YouTube videos on our site and our clients sites for a number of years and Google just keeps giving us reasons to keep doing it. We'd been watching for Google to index embeds and we're ecstatic they're when it started happening.
         
        As a matter of fact, I read about it on ReelSEO and I believe we linked to the article from our blog. <he said, polishing the apple for the teacher>

  • Stephen Lovell

    Question: are we ready for mobile video.

  • Christophor TheAuthor Rick

    With 4G LTE and Tegra-powered, or really any quad-core powered mobile superphone, hell yes :) I didn't even talk tablets in this article becaus it was all just about the smartphone. Tablet is a whole other animal to me.

  • JJ Currie

    I know for most mobile websites are streamlined versions of their main website but if you were going to add video on the mobile site what would you recommend for self hosted videos? What is the best format mp4?

    • http://www.3rdplanetmedia.com 3rdplanet

      We've been successful embedding YouTube video on sites. YouTube automatically transcodes for everything from HD to mobile.

    • Christophor Rick

       @JJ Currie Youtube would certainly work. However, for self-hosted what I would do is a video player with HTML5 and Flash fallback. Then you encode in H.264 MP4 and you can use it with both versions. If you have the inclination you could also look into adaptive bitrate to make sure the mobile viewers have the best viewing experience on iOS. Remember that often the mobile users will have less bandwidth and resolution than desktop so you'll want to encode the video so that it looks good and streams smoothly. There are other options as well like http://www.vid.ly which is pretty cool.

  • http://www.3rdplanetmedia.com 3rdplanet

    Thanks, Christopher, great information. Would you be an advocate of using YouTube for clients who want to make sure they're video is mobile ready? I'm thinking it makes a lot of sense to have a YouTube channel for use as a social media tool and for its ability to deliver to mobile ... even if the client is using another video deliver service.

    • Christophor Rick

       @3rdplanet I would definitely include YouTube in any online video marketing plan but there's also something to be said about having the video available on the brand's website. There was some research recently about that very thing in fact. I can't find it presently but I know that there was definite value in having the videos on both YouTube and the brand site. Plus, now Google is indexing youtube embeds as well (both articles are on Reelseo somewhere heh)

      • http://www.3rdplanetmedia.com 3rdplanet

         @Christophor Rick Absolutely. We've been embedding YouTube videos on our site and our clients sites for a number of years and Google just keeps giving us reasons to keep doing it. We'd been watching for Google to index embeds and we're ecstatic they're when it started happening.
         
        As a matter of fact, I read about it on ReelSEO and I believe we linked to the article from our blog. <he said, polishing the apple for the teacher>

  • Stephen Lovell

    Question: are we ready for mobile video.

  • Christophor TheAuthor Rick

    With 4G LTE and Tegra-powered, or really any quad-core powered mobile superphone, hell yes :) I didn't even talk tablets in this article becaus it was all just about the smartphone. Tablet is a whole other animal to me.

  • JJ Currie

    I know for most mobile websites are streamlined versions of their main website but if you were going to add video on the mobile site what would you recommend for self hosted videos? What is the best format mp4?

    • http://www.3rdplanetmedia.com 3rdplanet

      We've been successful embedding YouTube video on sites. YouTube automatically transcodes for everything from HD to mobile.

    • Christophor Rick

       @JJ Currie Youtube would certainly work. However, for self-hosted what I would do is a video player with HTML5 and Flash fallback. Then you encode in H.264 MP4 and you can use it with both versions. If you have the inclination you could also look into adaptive bitrate to make sure the mobile viewers have the best viewing experience on iOS. Remember that often the mobile users will have less bandwidth and resolution than desktop so you'll want to encode the video so that it looks good and streams smoothly. There are other options as well like http://www.vid.ly which is pretty cool.