Posted April 10, 2013 2:59 pm by with 1 comment

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adobe reportWhich mobile device is popular with “content snackers?” Which social media site has the most video referrals? And what is the significance of Monday, Thursday and Sunday in regard to video viewing?

Lucky you, I have the answers to all these questions. Even more lucky for you, I didn’t come up with myself. I dug them out of a new report from the Adobe Digital Index. It’s called The U.S. Digital Video Benchmark 2012 Review  and though it sounds like a heavy read, it’s actually an informative quickie.

Let’s start at the top with the big numbers – video consumption in Q4 2012 was up 30% year-over-year.

That’s a 13% increase from Q3 to Q4. Video viewing isn’t just growing, it’s growing at an insane pace.

The two areas that are really cleaning up are TV and sports. TV related video starts (like watching full episodes of a show on the network site) were 30% higher than any other type of video. TV also had higher than average completion rates.

Special sporting events such as a playoff game or major race generated double the number of video starts than any regular sporting event.

Video Consumption by Device and Day

The overwhelming majority (89.6%) of video viewers are watching on their desktop computers. But mobile starts have increased three fold since last year and tablets are leading the way. A year ago, they accounted for only 1.8% of video views. Now it’s 6.5%. Tablets aren’t knocking desktops out of the running any time soon but give it a few more years and we’ll talk.

Now, tablet users tend to sit down and watch videos on the weekend. I get that. But smartphone viewers peak on Monday, Thursday and Sunday. To quote DeAndre Cole – what’s up with that?

adobe days on mobileI can’t begin to figure out the logic behind this stat. Thoughts?

Social Views

You won’t be surprised to learn that Facebook accounts for 75% of the social media video referrals. But here’s an odd fact:

Facebook users are more than twice as likely to comment, share or like video content than with non-video content.

I find that fascinating for the simple reason that watching a video takes more time and effort than simply reading a short post or viewing a photo. I’d guess that video gets a bigger response because video is better at engaging us emotionally. A picture of a baby pouring cereal on dad is funny, but a video is even funnier. A sad photo is easy to ignore, but when you deliver a powerful set of images backed by a heart wrenching song, there’s no escape.

How about this fact:

Twitter is three times more likely to refer to video content on media sites than other types of content.

This is not my experience, but maybe that’s because I follow mostly writers and social media marketers. More often than not, they’re referring me to their latest post. But apparently, my group is not typical.

Finally, which mobile device is popular with “content snackers?” That would be the smartphone. These video viewers are more likely to be watching from outside the home and they lean toward extremely short content such as news reports, weather and sports clips.

Once these folks get home, they trade their smartphone for their tablet then sit down on the couch to watch longer videos such as TV shows and movies.

Want to see a video review of everything we discussed? Adobe’s got it covered: just click here then click view video.

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