Mobile Video Advocacy: How do mobile viewers engage after watching a video?

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Data Highlights

  • Women more likely to engage on social media (74%) after viewing a mobile video compared to men (62%).
  • Men most likely to add & read comments (27%).
  • Women most likely to follow show or creators on Facebook & Twitter (35%).
  • People share mobile videos after watching them (68%).
  • Mobile video viewers in North America (75%) are most likely to share followed by those in Latin America (73%).
  • A third (33%) of mobile video viewers share the videos at least once a week.
  • More than one in ten (15%) are heavy advocates sharing mobile video everyday.
  • Viewers share videos based on picture quality (40%), price (38%), and stream speed (33%).
  • Advocates consider sound quality (32%), wi-fi (30%), and trustworthiness of source (29%).
  • US viewers share video that’s free (51%), has good picture (51%) and sound quality (48%).
  • Streaming speed (42%), wi-fi connection (40%), and trust towards source (34%) drive sharing.

Viewers continue mobile video experience on social media

Women are more likely to engage on social media after viewing a video on mobile. Almost three quarters (74%) of female viewers engage on social media. In comparison, just over three in five (62%) male viewers engage on social media.

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Women are more likely than men to follow the show or creators on social media sites. More than a third (35%) of female viewers follow Facebook or Twitter accounts related to the show. The accounts could be official show channels or belong to people in the show. In comparison less than a quarter (235) of male viewers do the same.

Male viewers are more likely to read online discussion forums and add comments to the video. More than a quarter (27%) of men follow and contribute to online discussions. The discussions usually take place on the comments section below the video. They could also take place on a discussion forum that requires a separate login. In comparison, just over one in five (21%) women contribute to discussion.

Both men and women are just as likely to watch the videos again with friends. More than a quarter of men (27%) and women (28%) repeat watch videos in the presence of others. This is a more powerful way of ‘sharing’ video content because viewers interact face-to-face. In-person word of mouth leaves a more impressionable mark on people.

One in five men (20%) and less than one in four women (24%) post their opinions about video on social media. This goes beyond sharing the video link to posting a personal review. Viewers can also tag friends who they think would find the video relevant. It is a viable digital alternative when in-person sharing is not possible.

The Mobile Video Experience Report

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Mobile viewers are social media advocates

More than two-thirds (68%) of mobile video viewers share the video on social media sites. Viewers in the US and Canada are the most likely to share videos after viewing them. Three quarters (75%) of all mobile viewers in North America share the video. Latin American viewers come in next with more than seven in ten (73%) sharing videos on social media.

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Not all viewers share videos on social media with equal frequency. Just over one in five (23%) share videos less than once a month. They are light advocates. Less than half (45%) of mobile viewers share videos on social media sites at least once a month. They are regular advocates.

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A third (33%) viewers share videos at least once a week. Among weekly sharers, over one in ten (15%) are heavy advocates. Heavy advocates share at least one video online a day.

Free, fast and quality videos drive social media advocacy

Good picture quality is the top reason motivating viewers to share mobile video. Two in five (40%) viewers share videos that have acceptable video quality. Lack of paywall also influences video sharing. More than a third (38%) of mobile viewers share video if it is free. The third driver of social sharing is streaming speed. A third (33%) of viewers share videos that stream fast. Sound quality, type of connection, and trust also shape viewer decision to share.

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Free video and visual quality are top drivers of mobile video advocacy in North America. More than half (51%) of viewers share video if it is free and has good picture quality. Both factors are top advocacy drivers in East Asia as well. More than two in five (45%) viewers share free video content. More than a third (38%) of viewers share online if a video has good picture quality.

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Visual quality is the top driver of advocacy in Pacific region, Latin America and Europe. Free content and streaming speed are key factors in the Pacific region and Europe. Latin American viewers value streaming speed and sound quality when it comes to sharing.

The Mobile Video Experience Report

Get 40+ charts in PowerPoint and Keynote formats and 50+ pages of data-driven in-depth analysis in Word and PDF formats.

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