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large_2948985814A new study by the Interactive Advertising Bureau says that most of our mobile video watching actually isn’t very mobile at all.

Sixty-three percent of video-watching on mobile phones, the study said, happens right at home, sweet home. And 36 percent that is right in the front of another, bigger screen: a home theater system, laptop, or a tablet. In other words, the researchers say, mobile video isn’t a way to kill minutes wasted in lineups or something to do when there are no other entertainment options, and this has implications for what kinds of video content brands and entertainment companies should focus on creating.

“We need to see mobile as a primary screen for on-demand consumption, not as an afterthought,” digital agency 360i’s president David Levin said in a statement.

The IAB did not speculate on why supposedly “mobile” video is mostly consumed at home, but this makes a lot of sense. Not only is your phone the most personal device — the go-to device wherever you are — but video consumes a lot of bandwidth. Data costs money when on cellular networks, and it’s typically much slower than on your own home Wi-Fi.

What do we watch? Almost exclusively entertainment content, strongly trending to music videos. There’s a reason Gangnam Style is the most-watched video in history.

  • Music videos (45 percent)
  • Movie trailers (42 percent)
  • Tutorials/How-To’s (41 percent)
  • Funny short video clips (37 percent)

What we share with others, though, is a little different: Funny clips and music videos are the most likely to be shared; tutorials and movie trailers are not nearly as viral.

Of course, the Interactive Advertising Board is interested in the use of mobile video for marketing purposes. How do people feel about mobile video ads?

  • 53 percent said they’re OK with mobile video advertising
  • 48 percent said video ads should relate to the video content they’re watching
  • 44 percent remember seeing video ads (10-15 second spots are the most memorable)

The small but intensive study — just 200 participants — lasted for two weeks.

photo credit: mark sebastian via photopin cc

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