Apps Dominate Video Online Consumption Across Seven Arbitron Mobile Smartphone Panels in the U.S., Europe, and Asia Web-based online video sees more users but far fewer minutes of use

China smartphone panelists lead for average time spent with mobile online video

COLUMBIA, Md., March 27, 2013 /PRNewswire/ -- Third-party apps dominate the consumption of online video on mobile devices among all participants in the seven Arbitron Mobile-based measurement services in the United States, United Kingdom, France, Germany, China, Japan, and Indonesia.

While a larger percentage of smartphone panelists across the seven countries uses mobile web browsers to access online video — 87.5 percent via web browsers versus 57.4 percent via apps — a significant majority of time spent with mobile online video happens on third-party apps.

An average of 88 percent of all online video minutes viewed across the seven panels are accessed via mobile apps such as YouTube; Netflix; and QIYI Video, the leading online video mobile app in China.

Online video consumers in the China smartphone panel (operated by iResearch) spend the most time with mobile video apps — 350.1 minutes each month, followed by mobile videophiles in the United States panel — 230 minutes/month and in Indonesia–181.5 minutes/month.

Online Video Consumption via Mobile Apps or via Mobile Web Browsers

Country

App User %

App Time Spent

(minutes per month)

Web User %

Web Time Spent

(minutes per month)

China

58.3%

350.1

59.0%

16.6

United States

65.1%

230.0

94.8%

17.0

Indonesia

51.4%

181.5

92.9%

23.9

Japan

56.8%

154.3

84.4%

9.9

France

59.1%

141.1

93.9%

14.7

United Kingdom

51.5%

143.0

94.2%

17.2

Germany

59.6%

121.1

93.6%

15.8

Arbitron Mobile Trends Panels™ Service, Persons 18+, February 2013
iResearch Consulting China smartphone panel, Persons 18+, February 2013

Except in China, YouTube is Leading Online Video App for Arbitron Mobile Panelists

Across six of the seven Arbitron Mobile-based smartphone panels, YouTube is the leading online video app, used by an average of 51 percent of panelists, ranging from a high of 56 percent in the United States panel to 46 percent in the United Kingdom.  The average online video user spends from 101 minutes (Germany) to 170 minutes (Indonesia) per month with the YouTube app.

In the iResearch smartphone panel in China, three apps dominate mobile online video use: QIYI Video — 20 percent of online video users averaging 266 minutes in the month of February; PPS — 16 percent of users, 281 minutes/month; and PPTV — 13.3 percent, 251 minutes.

About Arbitron Mobile

Arbitron Mobile Oy, a wholly owned subsidiary of Arbitron Inc., uses a proprietary, on-device software meter to provide marketers, the media, content providers, app developers, and wireless access suppliers with information on how mobile consumers use apps, surf the web, engage in social media, participate in e-commerce, and employ their devices to communicate.

For more information, contact: mobile@arbitron.com or visit the Arbitron Mobile website.

Available insights into the behavior of smartphone users in the Arbitron Mobile panels are included in previous releases regarding social media use, mobile VoIP use and mobile data consumption.

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry; as well as advertising agencies and advertisers around the world.

SOURCE Arbitron Inc.



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