Although daily video consumption remains high across small screens (mobile) and big screens (TV), consumption on small screens is starting to dominate globally. Across the 8 markets tested, 67% of consumers watch video on their small screen daily, compared to 50% who watch on their big screen.
With small screens, consumers are less likely to be distracted by other things/people, or have content on in the background, as they do whilst watching video on big screens. 69% of consumers say that when they play a video on their smartphone, they usually give it their full attention compared to only 50% who give TV viewing their full attention, further illustrating the importance of advertising on small screens to reach consumers, where they may be more receptive to media.
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