Mobile Video Consumption: 48% Use Apps

According to the new study, consuming mobile video via an app is the overwhelming choice of viewers, with 48% confirming they mostly access video content this way rather than visit a mobile website. Only 18% of respondents indicated that they watch a video via their mobile’s browser, compared to the 22% who replied confirming they only use an app to watch video content.

The IAB asserts that the preference for consuming video via an app could be because of the stability that apps offer, especially from leading providers like YouTube. Also, the video app from YouTube comes pre-loaded on many devices, and presents no barrier of entry to the user.

iab 2015 research mobile video consumption via apps