PLANO, TX: Almost half (49%) of US adult broadband users watch some form of mobile video app at least once a month, but engagement depends very much on age, a new report has found.
According to research from The Diffusion Group (TDG), a Texas-based technology firm, nearly a fifth (17%) also watch mobile videos every week while a similar proportion (16%) does so daily.
Not surprisingly, younger users are more inclined to use mobile video apps, both in terms of general uptake and frequency of use.
TDG said nearly two-thirds (63%) of Late Millennials (18-24s) say they use mobile video apps at least once a month, compared with 56% of Early Millennials (25-34s), 55% of 35-44s, and 41% of users aged 45 to 54.
The portable computer is the most popular device for engaging mobile video apps, the report found, leading TDG to advise brands and marketers not to concentrate exclusively on tablets and smartphones.
Over a third (39%) of US mobile video-watchers use a portable computer, compared with 30% who use a tablet, and 22% who rely on their smartphone.
“Too often the industry conceives of mobile app-based viewing as something done on a tablet or smartphone, while leaving portable computers out of the mix,” said Michael Greeson, TDG president and author of the report.
“This is unfortunate, as portable computers are by far the most common platform for using mobile video apps,” he added.
Elsewhere, TDG found online service apps are the most popular type of mobile video app. They are used by 40% of adult broadband users in the US, compared with broadcast network apps (25%), cable network apps (19%), and TV operator apps (16%).
Data sourced from TDG; additional content by Warc