71% of tablet viewers watch long-form content
October 10, 2013
Mobile technology has reached an incredibly high penetration in an exceptionally short amount of time with smartphones and tablets truly becoming the beating heart of content and commerce this year.
According to Frank N. Magid Associates’ latest study, 74 per cent of American mobile consumers now use a smartphone, and 52 per cent of mobile consumers now use a tablet.
Double-digit percentage gains in device adoption – along with sticky and compelling content that has fundamentally changed the way Americans think about and consume media – have brought us triple-digit gains in a wide range of smartphone and tablet content activities, including video, games, and social media.
Mobile is the new TV with mobile video establishing itself this year as a mainstream activity: 44 per cent of smartphone users and 61 per cent of tablet users regularly watch video on their devices. And it’s not just short clips and YouTube any more, as the study reveals 45 per cent of smartphone viewers and 71 per cent tablet viewers now watch long-form TV, movie, and sports content on those devices.
“Consumers have made the clear leap into mobile long-form,” says Andrew Hare, Magid Research Director. “Beyond just TV and traditional video consumption, however, the visual culture has taken over with the growth of Instagram, Tumblr, Pinterest, Snapchat, and Vine showing consumers increasingly prefer to communicate through images and video.”