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Consumer smartphone analytics: mobile video

Consumer smartphone analytics: mobile video

Market Study
Published: July 2017
Pages: 34 slides
Research from: Analysys Mason
Sector: Mobile

From: GBP 3845.00
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This report analyses real-world smartphone usage data to provide a detailed view of how consumers engage with mobile video apps on their handsets. The report examines both how usage varies by geography, demographic, content and service type and relationships between key usage metrics, such as data traffic, minutes of viewing and session duration.

The report also provides recommendations for operators on segmenting their customer base to take into account mobile video usage.

It is based on data collected by Verto Analytics using a passive on-device monitoring app during July and August 2016.

A deeper understanding of how users engage with their smartphones can help telecoms operators, vendors and software developers make more-informed strategic and tactical decisions. We analyse data collected in real time from more than 8000 smartphones in this report, and provide insights into how people use mobile video services in Germany, India, the UK and the USA.

This report:

  • analyses real-world smartphone usage data to provide a detailed view of how consumers engage with mobile video apps on their tablets and smartphones
  • examines how usage varies by geography, demographic, content and service type and relationships between key usage metrics, such as data traffic, minutes of viewing, and session duration
  • provides recommendations for operators on segmenting their customer base to account for mobile video usage.

 

Survey data coverage

The analysis is based on data provided by Verto Analytics, and was collected using a passive on-device monitoring app called Smart Panel during July and August 2016. The app runs in the background of the device. It registers actions undertaken by the user and relevant activity on the device, namely:

  • app download and usage
  • system processes
  • data traffic from each app/process
  • voice traffic
  • web browser activity.

 

Geographical coverage

  • Germany
  • India
  • United Kingdom (UK)
  • United States of America (USA)

Key Questions Answered in this report:

How much does mobile video depend on the availability of Wi-Fi and how might that change in future?

How does video consumption vary by time of day, country, network, and device?

Which customers are using subscription (SVoD), transactional (TVoD) and advertising video on demand (AVoD) services1and how does that relate to traditional pay-TV providers’ multi-screen services?

How are direct-to-consumer (D2C) propositions from TV networks succeeding on mobile?

How do services such as HBO GO compare to Netflix or Google Play

 

Who Should Read this report?

Strategy and planning executives who are responsible for mobile operators’ video apps, services and strategies and their partnerships with OTT video players.

Executives in fixed operators’, mobile operators’ or TV providers’ technology and innovation teams who are responsible for developing video apps and services.

Marketing and sales executives at vendors of communication services equipment and software, as it will help them understand the needs of

 their operator customers and their end users.

 

Younger adults contributed the majority of viewing minutes by a significant margin

Millennial adults (those aged 1834) accounted for 71% of all minutes of video app viewing in our panel. This was due to a significant inverse correlation between age and the average daily video viewing time (Figure 13).

Penetration of video apps was higher among 2534 year olds than 1824 year olds, which counterbalanced the higher minutes of usage (MoU) of the younger group such that 2534 year olds actually contributed the largest number of viewing minutes among our panel.

Life stage is a key factor in this difference: 2534 year olds are more likely to commute, which may create demand for mobile video, and may also be parents who are introducing young children to video content on their mobile devices. We identified users of apps such as PBS KIDS Video and WATCH Disney Junior amongst our panel and this is considered a significant use case for the BBC iPlayer.

One notable exception to the general trend for lower engagement amongst older panellists was the use of video apps with live streaming capability among those aged 55 or over. Both penetration and average MoU were higher for this age category than for 4554 year-olds. This is consistent with TV set viewing older consumers watch more hours of video content.

We could not conclude that higher MoU among young people suggests a greater inclination to watching longer-form content younger users are more likely to use playlists of short content.

 

The average panellist used 1.9 video apps not many consumers use paid-for services on mobile at present

The average smartphone user in our panel used 1.9 video apps, and one of these was almost always YouTube.

Only 39% of smartphone panellists used an app that was associated with a paid-for service.

AVoD, and players such as YouTube, are important. AVoD apps command valuable levels of engagement and are an ideal platform from which to launch paid-for services, following either a freemium model, TVoD, or associated SVoD or live streaming service. YouTube is now pursuing this strategy with YouTube TV.

The image of a ‘typical high-powered user’ who consumers Google Play, Netflix and YouTube content on-the-go (for example) only describes 8% of our panellists at most. Consumer strategy teams must therefore ensure that their segmentation of mobile video users is proportionate to the usage behaviour of these groups.

Operator initiatives have only low penetration in the context of the whole market, but can reach high penetration within individual operator bases.

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