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The Seven Ages of Mobile: Millennials’ Social Shift Pushes Video Use to the Phone
By: The Drum
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Italians are the most regular mobile video users with nearly 40% watching video on a mobile phone at least weekly. Americans (32%) and Spanish (30%) are a not-so-close second whereas across other major European markets, an average of just 17% of people regularly watch video on their mobile phones.

The stark differences are reflective not just of cultural identity, but of a noticeable arc in behaviour with regard to device and video consumption patterns through the age groups. While it’s becoming increasingly clear that young children favour tablets for video consumption, teens and young adults shift their video usage noticeably to the mobile, with our research showing a significant skew towards Millennials (18-34) for regular video usage on the mobile (at least weekly). This fits well with the change in app preferences among this group towards social engagement; where a rapid on-the -go response is key to social engagement.

While YouTube remains the most popular video app among regular mobile video users, Facebook video ascends in importance to become the second favourite video app among this group of users, again implying usage patterns skewed towards rapid social engagement on the move. Amazon Prime Video, torrents and Instagram are also popular among this group, all apps and services that are focused around video and experience sharing.


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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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