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Web Videos and Mobile Internet, and their Inevitable Convergence…

| December 14, 2011 | 3 comments
Video and Mobile Web are Converging

Video and Mobile Web are Converging

It doesn’t take a painstaking study to realize that Web Video consumption and Mobile Internet adoption are closely related. Being a child of the 70s I was recently quite impressed to learn that we’re  now spending more time reading our phones that we do newspapers and magazines.

Reading - Newspapers and Magazines vs. Mobile phones - Stats

Reading - Newspapers and Magazines vs. Mobile phones - Stats

Simply go on the public transport system closest to where you live and check out what people are doing

Mobile Web usage on public transport in Asia

Mobile Web usage on public transport in Asia

Scenes like the one above are a commonplace occurrence in pretty much any urban setting on the face of the planet

Everywhere where they have electricity that is... | Credit: Earth at Night NASA

Everywhere where they have electricity that is... | Credit: Earth at Night NASA

The Argument 1 – We prefer Video content

Given the choice we all prefer viewing video content over static images and text. Just look at Youtube’s Alexa ranking:

Youtube 3rd on Alexa on the 14th Dec 2011

Youtube 3rd on Alexa on the 14th Dec 2011

From the above it’s arguable that we love web video only slightly less than we do our social  content, but let’s not forget that nearly 60,000,000 of Facebook’s 750,000,000 users were spending  time viewing videos there too.

…When they weren’t busy doing other stuff:

Sad how true this is...

Sad how true this is...

The point is this:

Mobile’s are making the web more accessible to more people every day.
This new audience will be increasing video views at least in proportion to it’s comparative size.

The Argument 2 – Video is ideal for mobile consumption

Check out that image above again – See all those kids in the train?

Given decent download speeds, which do you think they’d rather be doing?

 

My bet is this poll will come out with video viewing in a strong lead.

Mobile form factors are badly suited to consuming text content:

  1. The small screen size allows for display of only a limited amount of text at any given time, and must have a scroll mechanism for anything above two sentences.
  2. Reading in the conditions the mobile web is often accessed is far from a pleasant experience, with movement and jostling causing eye fatigue at accelerated rates.
On the other hand video works well:
  1. Video formats and players match mobile form factor’s well.
  2. By it’s very nature video content is presented and consumed over time – once the video “play” button is pressed, the user need do nothing more but enjoy the content.
  3. Messaging is received via both visual and auditory channels making absorption in less than ideal conditions a less challenging cognitive task.

Thesis – Mobile Consumption of Web Video Will Show Higher Adoption Rates

Video views over the mobile web will show adoption and consumption rates greater than there relative part in the grand total of web based video views due to the paradigms inherent to the mobile form factor

What this means for you?
Plan Video Content for Mobile Campaigns  

Group buying site Ensogo has a QR code based billboard campaign running in Bangkok

Group buying site Ensogo has a QR code based billboard campaign running in Bangkok

Academic discussion aside, one point to consider when planning a mobile web campaign, is the inclusion of relevant video content. Videos in general, and product videos particularly, are very well documented to have a beneficial impact on conversion rates
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Category: Ecommerce, Video Marketing

About the Author: My name is Mike Darnell & I want to help you get the most out of your online business : ) Reach me at: mike[at]KPIs[dot]co