Nielsen Reports Mobile Video Users Rise 44 Percent

Nielsen Reports Mobile Video Users Rise 44 Percent

Is this a duh moment or what? Nielsen recently reported that mobile video is on the rise. Maybe it was only obvious to a select few of us that this was occurring, you know, those of us with smartphones include the iOSes, Androids and Blackberries of the world, or at least the US, where the report is pertinent. The cool thing is, we now have an idea just how big and fast it is growing which is what we like Nielsen for (I really do like them, mostly, I'm just a harsh skeptic).

According to their recent State of the Media report Americans consumed more video than any quarter prior on mobile devices.

In regards to actual mobile phones, 43% more people are watching video on them than Q2 last year and the total time is up 7%.

While only 4% more people (13 and up) are using a mobile phone, almost 44% more are watching video on them. On top of that there's an 11% difference in the amount of time, roughly three and a half hours, or 22 minutes more than last year.

Teens top the chart with about seven and a quarter hours while the highest age demographic are on the bottom slow with just under two hours. The largest demographic however is the 25-34 age group who account for 30% of all mobile video viewers and watch the average time. In fact, 25-49 is 55% of mobile video viewers and overall they average around three hours and fifteen minutes, roughly. They're mostly (55%) male. Hey you know what?! That's my demographic at GDN! I guess I need to focus on a mobile video strategy.

It's rare that I ever read these research things and come away with an action item for myself, but in this case it sure looks like I could benefit from getting a mobile video initiative going at GDN, provided they're looking for video game video and not "adult how to" (which can't possibly be that much fun on such a small screen) or things like news coverage. I'd like to see a content break down of this information, I think that would be extremely helpful.

So, what kind of video are you watching on your mobiles? Mine is mostly self-made (not adult how to!) or sometimes video game related.

Overall Usage Number of Users 13+ (in 000s) – Monthly Reach
Q2 2010Q1 2010Q2 2009% Diff Yr to Yr
Using a Mobile Phone ^229,375229,495220,527+3.99%
Mobile Subscribers Watching Video on a Mobile Phone ^21,95720,28415,267+43.82%
Source: The Nielsen Company
As of Q2 2010, 22 million people watched video on a mobile device
Monthly Time Spent in Hours:Minutes Per User 13+
Q2 2010Q1 2010Q2 2009% Diff Yr to YrHrs:Min Diff
Mobile Subscribers Watching Video on a Mobile Phone ^3:373:373:15+ 11.3%+0:22
Source: The Nielsen Company
Monthly Time Spent in Hours: Minutes – Age Demographic Q2 2010
T13-17A18-24A25-34A35-49A50-64A65+P13+
Mobile Subscribers Watching Video on a Mobile Phone^7:134:203:372:532:101:483:37
Source: The Nielsen Company. Based on Total Users of each Media
Nielsen's mobile survey reports mobile video usage for those users 13 and older
Mobile Video Audience Composition – Q2 2010
By Age Demographic
Female and Male
T13-17A18-24A25-34A35-49A50-64A65+F2+M2+
On Mobile Phones ^18%15%30%25%11%2%45%55%
Source: The Nielsen Company. Based on Total Users of each Media
Nielsen's mobile survey reports mobile video usage for those users 13 and older

^ The average monthly unique users of mobile phones and mobile video in Q2 2009, Q1 2010 and Q2 2010, projected based on Nielsen telecom flowshare, surveys and historical CTIA projections of U.S. wireless subscriptions. Video user projection, time spent and composition data based on survey analysis of past 30 day use during the period. The mobile video audience figures in this report include mobile phone users who access mobile video through any means (including mobile Web, subscription-based, downloads and applications).

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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 -

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