Adobe Digital Index shows: 300 percent increase in mobile video usage

Munich, April 12th, 2013 – Adobe has announced the results of the latest Digital Index Report. In it, the company examines the usage behavior of online consumers in terms of videos and advertising. According to the report, 300 percent more videos are watched over mobile devices. The use of digital TV Everywhere offers has increased by a factor of two in the past year. On Facebook, video content is tagged, shared or commented twice as often as other content. For video ads, pre-roll ads make up 82% of all ad views on longer videos, much more often than mid-role ads or post-roll ads.

“We are at a turning point in the use of video content and online ads,” said Jeremy Helfand, vice president of video for Adobe. “The use of digital video, especially that of broadcasters, is increasing at an amazing rate. Consumers expect to be able to retrieve their favorite content on any available device. “

The analysis of video consumption behavior is based on the analysis of about 20 billion videos launched, 10 billion ads from Adobe Media customers and more than 450 million Facebook posts in 2012. The entire report can be found on the Adobe website (http://success.adobe.com/assets/en/downloads/briefs/13926_di_mobile_video_v15.pdf). Additional information is also available on the Adobe Digital Marketing Blog (http://blogs.adobe.com/digitalmarketing/digital-index/if-content-is-king-video-is-heir-to-the-throne-2/) Find.

The core messages of the report are:

Use of TV Everywhere
– 2012 was a record year in the US for the use of TV Everywhere offerings. The number of registrations increased twelve-fold compared to the previous year and was further promoted by events such as the Summer Olympics, the European Football Championship 2012 and the NBA Playoffs ,

Video consumption by device
– The share of videos launched via mobile devices increased more than threefold from 3 percent to 10.4 percent last year. 89.6 percent of the videos are still accessed from desktops. Within mobile devices, video views via tablets are increasing the most.

– Consumers prefer to watch videos on the weekend via tablets. On Sundays, 17 percent of video launches take place on tablets. Viewing all mobile devices, video usage is highest on Mondays, Thursdays and Sundays at 16 percent each.

Social media and video
– Facebook users comment, like and share video content twice more often than other content. The result makes it clear that video content can help brands to engage with their fans. On Twitter, video content is referenced three times more frequently on media pages than on other content.

Most used video content
– Content from TV-related media pages are viewed much more frequently across all devices than those from non-TV-related pages. Traffic via tablets also increases the most here. In addition, mobile video clicks are doubling, especially at special sports events, for example at the Olympic Games 2012 or the US College NCAA Tournament 2012.

Ad Completion and Click-Through Rates
– 90 percent of the called mid-roll ads were not canceled in the past year, so they are among the leading video ads. In the case of post-roll ads, on the other hand, the motivation to click through is three times higher than for pre- and mid-role ads. Consumers react much more strongly to a call-to-action following a video.

– Despite lower abandonment rates for mid-roll ads and higher click-through rates for post-roll ads, pre-roll ads are still leading the way in video ads, with 82% of reviews for videos over 2 minutes in duration. Videos longer than two minutes have both lower abort rates for the ads and higher click-through rates compared to shorter than two minutes.

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