Needs, wants and demands are three simple words that become very complex when associated with consumers in today’s society. When a consumer wants something their first instinct is to reach for their smart phone. They want the right answer, right away. You may be thinking so is there room for brands in these moments? The latest research says yes. Today, mobile viewers are likely to watch, share, and feel connected to advertisements and branded video.
In this mobile age, instead of experiencing a few short “moments of truth,” consumers experience an infinite number of mobile moments where they can explore interests, solve problems, search for products, and make decisions. These small moments are the new battlefield for hearts, minds, and wallets.
It is becoming more noticeable that these moments happen more frequently when people are watching video on their mobile devices. Research shows that 50% of global views on YouTube comes from mobile devices. Viewers are also twice as likely to be focused while watching video on their mobile phones as opposed to watching it on TV.
The latest research from Ipsos MediaCT, examined how the enthusiasm for mobile video translates to brands. U.S consumers who watch videos on different types of mobile devices were surveyed and the results were interesting. Smartphone video viewers are significantly more likely to watch, share, and feel connected to ads and branded video content than when watching on a desktop or TV.
Here is what has been discovered about how mobile viewers experience video advertising and branded video content:
- People who view videos on their phones are 1.4 times as likely to watch ads as those who view videos on desktop computers or televisions.
- Smartphone viewers are just more inclined to watch ads; they’re also more inclined to share them.
- Watching a video on your smartphone is a more intimate and personal experience than watching on desktop or TV.
- Mobile video allows space for brands to build personal connections with viewers.
- Users are 1.4 times as likely to pay attention to branded content on YouTube.
- Users view of a brand is increased positively when viewing on mobile vs television
For users today, when visiting a site it is an important option to have the choice to skip ads. Based on research, three out of four people would prefer having this option. This creates a variety of moments where people turn to a device to act on a need such as using their phones for assistance while shopping.
Did you know that more than 50% of the smartphone video viewers surveyed said they use video to help them make product decisions in stores and on company websites. Mobile phones are being called the “new in-store shopping assistant” as people would rather look things up themselves than deal with a store employee for help.
Do you remember the evolution of the internet? Similar to that, mobile has had a major influence on consumer behaviour. Consumers are reliant on their phones for answers and increasingly to watch videos in particular.
On a positive note, brands officially have a place in the mobile world. Brands win moments when they meet consumers’ needs while respecting their expectations for relevance and choice.
Mobile marketing is essential for creating a positive experience and encourages customer loyalty to your brand.