According to a Mojiva survey from Febuary 2013, smaller screens aren’t keeping UK smartphone users from consuming video and entertainment content on their phones. Three out of five UK smartphone owners said that they watched major broadcast or cable network content on their phone.
In total, nearly 60% of UK smartphone owners also said they had at least four or more entertainment apps on their phones, excluding games, and more than one-quarter said they had more than seven. This, in turn, translates to more time spent with such mobile entertainment content.
The study found that nearly two out of five respondents spent an hour or more with mobile video content per week. But there are still some holdouts who have not embraced mobile video quite as enthusiastically. About three out of 10 smartphone owners reported watching less than 30 minutes of such content per week.
In general, UK consumers have shown limited interest in ads that accompany video, but mobile video ads do seem to show a reasonable success rate, suggesting that this may be a good place for video advertisers to look to engage consumers. While 36% of the country’s smartphone owners said they skipped pre-roll mobile video ads when given the option, the remainder watched at least some of such ads, with 30% saying they watched the entirety of mobile video ads. And just less than half of mobile video viewers said they remembered brands or products advertised in mobile video pre-roll ads.
eMarketer estimates that this year, there will be 15.5 million UK mobile video viewers, or 50% of smartphone users.
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