Greater Video Consumption Found on Tablets than Desktops

By Chenfei Zhang | November 15, 2011

tablets, ipad, video

A recent Ooyala study found that how long people watch videos depends drastically on the device. Tablet users watch videos nearly 30 percent longer than those who watch video on desktops - AND tablet users complete videos at double the desktop rate.  Clearly, tablets are already shaping video viewer behavior in new ways.



A survey from In-Stat  finds that tablet viewers watch more video and are willing to pay a higher price for it compared to smart phone viewers. Tablets are made for videos for two reasons - they are easy to carry around for on-the-go viewing and they offer a much larger screen than smartphones, which enhances the user experience. 

It’s surprising to learn that the amount of viewing on the "smallest" screen, the mobile phone, is also very high. The high level of video engagement isn’t limited to tablets, it’s true of all mobile devices. For non-desktop video media, mobile phones owned the biggest share of total hours played, with 48 percent, while plays on tablets accounted for 45 percent.

With viewers watching nearly 30 percent longer per play on tablets compared to desktops, it’s important for publishers to develop strategies specifically for tablets - in order to catch their viewers’ eyeballs for a longer period of time. There’s no doubt advertisers will be taking note of this trend as well. The tablet market will be an enticing option for advertisers because it’s a significant source for video viewing. 

According to the Unicast blog, watching a video is now the top post-click action that advertisers try to entice consumers with.  Ad campaigns that allow users to watch a video after clicking on an ad already comprise 31 percent of all campaigns on mobile phones and tablets.

However, when it comes to videos that are 10 minutes or longer, people prefer to watch them on a bigger screen. Long length videos make up 30 percent of the hours watched on mobile phones, 42 percent on tablets, and nearly 75 percent on connected TV devices and game consoles.