According to Google, online video is a must-have component for your mobile marketing strategy, stating: “Mobile viewers are in fact more likely to watch, share, and feel connected to ads and branded video.”
Google’s latest research indicates that 50% of global viewership on YouTube comes from mobile devices. Apparently, attention spans are also better on mobile. This is particularly true of the millennial audience who are reportedly 2X more likely to be focused while watching a video on their mobile device compared to something on TV.
In addition, when people watch ads on smartphones they’re said to feel more personally connected to them, which in turn makes them more likely to share the ads compared to desktop viewers.
Although research suggests mobile users tend to consume and share more ads on mobile, they also want the option to skip them. Google’s research shows three out of four smartphone viewers feel that having the choice to skip an ad is important to them.
More consumers are beginning their search for new information by turning to video first. Over 50% of those surveyed said they used video to help them make purchasing decisions, with YouTube being listed as their #1 destination.
Unboxing or how-to videos were pointed out as being among the most essential types of content, because they give consumers a feel of what it’s like to own the product.
Overall, compared to desktop viewers, mobile viewers are more likely to:
- Visit a store or website
- Make a purchase
- Discuss the company
- Change their opinion about a company
- Share the content
For further stats, and a few case studies, check out Google’s full report.