The smartphone has taken a major step in its evolution from a voice-centric device to a media-centric platform, with more than 50 per cent of owners now using their device to access video services on a monthly basis, according to a multinational survey conducted by IHS Markit | Technology, now a part of Informa Tech.
An average of 53 percent of internet users across six countries now utilize their smartphones for video services both in and out of the home, as reported by the Out of Home Video Viewing Report 2019 from IHS Markit | Technology. Video-service usage varies widely among different countries, ranging from 42 per cent of smartphone owners in Germany to 73 per cent in India.
Owners across the different countries report using an average of 3.5 video services per month on their smartphones.
“Smartphones increasingly are transforming into multipurpose platforms—moving beyond voice communications to become media entertainment systems,” said Fateha Begum, associate director at IHS Markit | Technology. “As a result, video has become a key component of mobile strategies with smartphones adopting larger screens, more processing power and better picture quality. Wireless carriers now are bundling video services with data plans, a trend that’s likely to accelerate with the launch of 5G.”
Of the six markets surveyed, respondents in India were most likely to say they watch video content out of the home via mobile devices. Indians also view this content more frequently than residents of any other country surveyed, with nearly half claiming to do so at least once a day. Viewing rates are similar for live and on-demand content, with Indian respondents most likely to engage in both viewing types.
Smartphone owners in India access 5.9 video services monthly, the highest of any country surveyed.
In Brazil, two thirds of Internet users claim to watch video content out of the home on a monthly basis, with similar rates of viewership seen across live and on-demand content. A total of 73 per cent of those watching out-of-home content in Brazil select long-form content types as their most watched out of home, higher than any other market. Films are most watched on mobile devices out of the home with 41 per cent selecting it, while TV shows lead in nearly all other markets.
“Smartphone owners in the developing economies of India and Brazil watch more video on smartphones due to lower broadband penetration and a lack of other connected devices capable of receiving Internet video services,” Begum said. “In India, smartphones account for nearly eight in 10 Internet connected devices, compared to a global average of four in 10.
YouTube is the most accessed video service on smartphones across all countries. More than 80 per cent of people who use smartphones for video access are using them to watch videos on YouTube on a monthly basis.
Other interesting developments in the out-of-home viewing market include: