NEW DELHI: Social sharing is the main driver of the growth of mobile video in India, according to a new study which also highlights the importance of messaging apps in this behaviour.

Vuclip, the mobile video-on-demand (MVOD) service for emerging markets, surveyed almost 5,000 mobile video viewers across India, the Middle East and Southeast Asia and found that the use of instant messaging platforms and social networks for mobile video sharing is increasing.

Whatsapp was the top choice for Indians wanting to share mobile videos, Exchange4Media reported: just over half (51%) used this platform, compared to the 45% who opted for Facebook. A minority also used Google+ (15%) and emails (14%), while a mere 9% used Twitter.

This points to video sharing becoming a more personalised affair as people shift towards one-to-one services.

In terms of frequency of sharing video, one in five (21%) did this at least once a week while 14% did so at least once a month.

The study further found that consumers in India applied three broad criteria for sharing, with video quality by far the most important, being cited by 62% of respondents.

Quality of content and celebrity appeal were less vital, being mentioned by 25% and 24% respectively.

Despite the emphasis on video quality, user-generated content – preferably funny videos – was most widely shared (23%), followed by professionally created music video content (21%).

Comedy clips were shared by 15% and movie trailers by 12%; personal videos and sports clips were shared by just 6%.

Arun Prakash, COO at Vuclip, said that consumers responded to a combination of premium content and a high-quality viewing experience.

"This has been the key driver for the tremendous organic growth and consumer-driven adoption of mobile videos in the emerging markets that we operate in," he said.

Data sourced from Exchange4Media; additional content by Warc staff