In an interesting study conducted by comScore, (comScore Releases January 2011 U.S Online Video Rankings), the researcher released its findings on Internet video viewing for the month of January 2011. The results were a boost for those believing in the continued migratory exploration of Internet users to online venues. Not surprisingly these statistics were bold and reinforcing of the power in mobile devices capable of offering a quality video experience. A more interesting question might be, who was watching, what were the devices used, and where did the watching take place?
These factors will all play a more significant role in how marketers should position their ad wares in capturing the user experience while converting those views to increased revenues. Currently, there are three screens for viewing video including TV, computer, and mobile. While the most significant share of viewing continues to be tied to TV’s; the increase in mobility of users with laptops, I Pad’s, and mobile phones cannot be understated in their capabilities to capture audiences on the go.
“Consumers’ interest in watching video is growing exponentially, as in the number of screens and devices they use to access video content. But where and how people choose to watch video content affects their engagement level and whether a marketers’ message gets through.” See (eMarketer-The Video Viewing Audience: Trends for Marketers) [Paid Content]
Obviously, consumers are watching more videos from variety of sources, including their laptops, I Pads, and mobile phones while on the move to anywhere and maybe, nowhere.
- Are Internet users viewing different videos within segmented day parts?
- If you are at Starbucks for morning coffee, would you watch more news and business related videos?
- While at work, do consumers watch videos concerning work, or search for leisure related items?
- Do they buy goods and services on company time, and do consumers use their mobile phones or laptops at these locations, or just use a company PC? Hopefully it is not the latter.
- At home, what device are consumers using TV, PC, eReader, Laptop, Mobile Phone, and what venue are they most likely to watch per demographic?
Audiences have become so fragmented that targeting these consumers has become somewhat of a nightmare. That is, keeping up with the fast migration to many devices and viewing habits of cross-generational families and individuals. But habits and preferences are worth knowing to the astute marketer.
These are all questions the marketer must find out to target their products in the most efficient and economical way. A drill-down of those metrics are essential in placing the right ad, to the related consumer, at the right time. All companies should, and eventually will become increasingly dependent on quality research for their niche marketing needs. If not, they will “die on the vine” as many have before them.
Consumer trends in viewing continue to evolve as mobile devices become more reliable, more powerful, and quality driven. Networks continue to be upgraded giving reliability and speed necessary to break the umbilical cord to stationary devices such as TV’s and Desk-Top PC’s. However, it is market research that will bring in the revenues to those willing to spend the time and money for that effort.