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Viewers Increasingly Turn to Mobile Devices for Long-Form Video

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While online video viewers once used their computers and TVs for long-form content and their phones for short clips, the IAB reports that viewing patterns are changing. The Interactive Advertising Bureau (IAB) released a global survey on mobile viewing that finds mobile devices are increasingly used for long-form video: 36 percent of all respondents use their phones at least daily to watch video that's five minutes or longer.

The survey offers some interesting numbers on how mobile viewing is changing. In all, 35 percent of those surveyed said they watched more video on their phones now than they did last year. That rate was highest in the U.S. (50 percent), Canada (42 percent), New Zealand (42 percent), South Africa (42 percent), and the U.K. (40 percent). The IAB also found that apps are far more popular than browsers for mobile video: 48 percent only or mostly used apps, while 18 percent only or mostly used websites.

Perhaps the biggest surprise is the popularity of dual-screen viewing: 22 percent of those surveyed often watch mobile video while watching a TV at the same time. Another 31 percent do so occasionally. The IAB found dual-screen viewing is popular in all the countries it surveyed, with the exception of Japan.

The full report, Mobile Video 2015: A Global Perspective, is available for free download (no registration required).

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