Retail Media Note #113 for Furniture World: Mobile Video Viewing Increasing Rapidly

Furniture World News Desk on 4/29/2014

TV still reigns supreme for viewing video, but the second most popular venue for watching a show has become the mobile phone. More consumers are watching online video on their phones than at the work or home computers, according to Experian’s recently released survey of cross-device usage. What’s more, Experian’s research indicates that the growing consumption of video on other devices is leading to cord- cutting.

According to an article written by Daisy Whitney in Online Video Insider (04.25.14), about 94% of U.S. adults watch video on their TV each week, while 24% watch video on a smartphone every week, making the phone the “first screen” for online video. “Nearly a quarter of all adults and 42% of smartphone owners watch video on their phones during a typical week,” the study found. That finding makes sense given how consumers have become tethered to their phones and rarely leave home, or even go to the bathroom, without them. Likewise, 42% of tablet owners watch video on their devices in a given week. Compare those figures to Internet-connected TVs: less than one in ten adults watch video on a Web-enabled TV.

Mobile devices are ahead of home PCs in viewing of online video. About 26% of adults who own a home PC, stream video on it each week, while 16% of adults with a work PC do so. Meanwhile, one-quarter of game console owners use that device for viewing shows.

This viewing may be playing a role in cord-cutting. Experian said that 6.5% of U.S. homes have opted for high-speed broadband but not multichannel video, and that’s up from 4.5% in 2010.

“Households where at least one resident owns a smartphone are 20% more likely to be cord-cutters and households where someone owns a tablet are 36% more likely,” the report said.

It is time for retailers to understand that if you want to engage with her, it is important to do so via mobile. The secret is how to create a successful mobile strategy at the core of your integrated marketing strategic plan.

Mobile is absolutely important. It will be the most important aspect of all that you do this year. Next year it might be that new advancement in bedding. But today it is mobile. That is why we say, MOBILENow.

For daily media notes, read our blog at http://overtheshouldermedia.wordpress.com. For weekly MNCte Briefs, read our blog at http://sophis1234.tumblr.com.

Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

He can be reached at:
Lance@CNASophis.com; 
https://www.facebook.com/CNASophis 
https://twitter.com/sophis1234
On Google+ LBC Advertising
On Linkedin Lance Hanish


 Lance Hanish; Lance Hanish http://pinterest.com/sophis1234/

For more information on CNA | SOPHIS, simply scan the QR Code below on your smart mobile device.