Study: Video viewing time now equals TV
October 15, 2015
Video viewing on digital devices is now just as common as TV viewing globally, and that’s not necessarily good news for advertisers.
According to a new study from Millward Brown, worldwide video viewers watch an average of 102 minutes of TV per day, and they also watch 102 minutes per day on digital devices-45 minutes on smartphones, 20 minutes on tablets and 37 minutes on PCs or laptops.
That ratio, of course, varies among age groups.
For example, 56 percent of video viewing among viewers 16-24 is on digital devices, but that number is only at 43 percent among 35-45s.
Here’s the bad news for advertisers: Only 19 percent of viewers say advertising on digital video advertising is favorable, versus 29 percent for TV.
Not surprisingly, skippable ads are generally viewed more favorably.
The study found that skippable pre-roll ads have 34 percent favorability on PCs and 31 percent favorability on mobile devices, while mobile app pop-ups have only 14 percent favorability and non-skippable pre-roll ads have 15 percent favorability.
Interestingly, the study finds that people would rather be targeted for an ad that is selling something they are interested in, for example, an ad for diapers if they’ve spent time on websites looking for cribs. But they do not like feeling “stalked,” as though their online habits are being recorded across sites.
Tags: research, studies, tv, tv viewing, video, video viewing
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