Post on 17-Feb-2017
PowerPoint Presentation
Changingthe landscapeFindings from theUnruly Mobile Video Survey
Who: 6,000 respondents When: May 2016Where:UK, US, France, Germany, Sweden, Australia, JapanIndonesia, MalaysiaThailand, Philippines Why: To understand what mobile viewers want About the study@unrulyco
Mobile video consumption is rocketing 190m155m120m50m
Huge growth predicted across Both US
Mobile phone video viewers US@unrulyco
201220132014201520162017201885m
140m
Source: eMarketer March 2016
US mobile video viewers:
2015 - 140m (54% of US internet users)2018 - 170m (66%)
3
Mobile video consumption is rocketing 38m31m24m10m
@unrulyco
17m
And UK territories
2012201320142015201620172018
Mobile phone video viewers UK32m
Source: eMarketer March 2016
UK mobile video viewers:
2015 - 26m (57% of UK internet users)2018 - 32m (70%)4
Mobile video consumption is rocketing 85%65%45%25%5%
Almost of Americans watch at least 3 videos on their mobile a week65.9%
72.2%
56.6%
worldwide
United States
United Kingdom
What percentage of people watch more than 3 videos a week?@unrulyco
53% of consumers find it annoying to turn their phone horizontally60%55%50%45%40%
Americans and Brits over-index against global average53.4%
worldwide
59.0%
United States
58.0%
United Kingdom
If youre watching video ads on your phone do you find being forced to turn your phone horizontally to watch in full-screen annoying? @unrulyco
% of respondents who agree or strongly agree.6
Over 1/3 of people use rotation lock to keep their phone in vertical mode 38%34%30%26%22%
Viewers naturallyconsume contentvertically34.1%
worldwide
35.3%
United States
30.8%
United Kingdom
How often do you use the rotation lock on your phone to lock it to vertical mode?@unrulyco
% of respondents who use rotation lock always or often7
49.5%
52.8%
59.2%
worldwide
United States
United Kingdom
Viewers feel enraged when forced to watch video ads on mobile
% of people who are annoyed with/put off the brand60%40%20%0%How does it make you feel about a brand when youre forced to watch their ad on your mobile?@unrulyco
Ads that play with the sound on also frustrate viewers
In fact, 3/4 of people stop watching when sound plays automatically
In fact, 3/4 of people stop watching when sound plays automatically
Brits most frustrated by sound-on ads80%75%70%65%73.9%
worldwide
79.0%
United Kingdom
72.7%
United States
When a video ad plays on your mobile with the sound on automatically how often do you: discontinue watching the video?@unrulyco
% of respondents who always/often discontinue watching video when the sound plays automatically.11
Thinking whats next
@unrulyco
Be where your consumers are think mobile
Engage them with a natural viewing experience think vertical
Use mobile-first video makers think Vertical Video Collective
Give them control think sound-off
Test and build on mobile think like a consumer
Made for MobileIntuitive for UsersImpact for Advertisers