More video is watched than ever before on mobile devices, especially by younger consumers who use it more frequently than a TV. Young consumers are using their phones as their main online access point, living inside content feeds on these devices and finding the experience of autoplay video, running alongside headlines, extremely convenient. Brands who are up on these changes are seeing benefits even when audiences are watching for just a few seconds.
The following five charts illuminate this powerful new marketing reality, culled from three separate Sharethrough surveys over the last 12 months and some Facebook research for good measure. (For deeper dives, head over to see our full Millennial, Gen-Z and Moms research studies.)
In mid-2016, Sharethrough surveyed 300 members of Generation Z (referring to people born after 1995) about their behavior with mobile, and video especially. We found that mobile had become far and away the preferred viewing experience. Gen Z were more than one-third more likely to watch video on a phone each day than the TV: 71 percent reported using their phone to watch video daily, compared to 52 percent on a TV and 45 percent on a computer.
For consumers today the feed experience is the online experience, especially on their phones, where they scroll through vast swaths of information with the flick of their thumb. 91 percent of Millennials we surveyed said that they primarily discover new content in-feed.
The spike in mobile video consumption has been hastened by the autoplay video revolution introduced by Facebook. Where a lot of people thought that videos playing automatically in their feeds would be too interruptive, younger consumers have welcomed the experience with open arms. When we surveyed 300 Millennials between the ages of 18-34 about their native ad preferences, 79 percent of them felt that a video that plays automatically in their feed was convenient.
Native video allows a brand to run a video together with a headline. Headlines provide context for video, delivering meaning with just a few seconds of passive attention. This is an essential insight for the modern marketer.
The potency of the four factors listed above, has had a powerful result: brands are seeing huge results with just a few seconds of exposure. A study from Facebook found that the vast majority of ad recall, awareness and purchase intent took place within the first 7 seconds of an ad.
The combination of the visual component, the accompanying headline, and the autoplay experience, have made mobile native video a huge opportunity for advertisers.