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TubeMogul Report: Evenings Are Primetime for Tablet Viewing

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Television primetime is also tablet video viewing primetime, says a report from online video media buying platform TubeMogul. Tablet owners make a quarter of their views -- 25.7 percent -- between the hours of 8PM and midnight. Viewing peaks at 10PM for iPad owners, and slightly later for Android tablet owners.

The report examined millions of pre-roll video ad views from TubeMogul's buying platform for the second quarter of 2013. The report's results are intended to show advertisers the best time to reach mobile viewers.

TubeMogul's report compared smartphones and tablets, and found some interesting differences. While iPhone viewing peaks around 8AM and 4PM, it trails off in the primetime hours. Android smartphones, however, which typically have larger screens, follow the same pattern as tablets: viewing increases in primetime hours and peaks around 9PM and 10PM.

Day of the week also matters for mobile video viewing. TubeMogul found that Monday, Tuesday, and Wednesday have the fewest views, while Thursday, Friday, and Saturday have the most. Thursday is the biggest day of the week for mobile video viewing, getting 17.0 percent of all views.

To read the full report, including click-through and completion rates by country, download "Is There a Mobile Video Primetime in the United States?" for free (registration required). 

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