The U.S. mobile video audience hit 15 million in the second quarter, up 70% from the year-earlier period, according to the latest Nielsen "Three Screen Report." That's still only about 5% of the 270 million U.S. cell phone subscribers and 10% of subscribers with video-capable phones. Still, it's not an insignificant number of viewers.
Perhaps more intriguing to advertisers is the particular devotion of this audience, which continued to spend more time on average watching video per month via mobile than did people on the Internet (3 hours, 15 minutes versus 3:11). It should be noted, however, that this gap is closing fast-a year ago, monthly video viewing online averaged 2:12 compared to 3:37 for mobile.
Forrester Research Wednesday released separate data on consumer technology use showing that 8% of U.S. consumers own a smartphone. Gartner forecasts smartphones to grow to 45.5% of all mobile phone sales worldwide by 2013.
Excerpts from "Mobile Intelligencer" of MediaPost Publications
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