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RESEARCH, ANALYSIS & TRENDS
The Mobile Streaming Report is based on a survey of
8,000 consumers in the USA, Great Britain, Germany,
Turkey, Japan, Singapore, Korea, and China. The data
show that in so-called “mobile-first” countries, meaning
countries with intensive mobile usage, mobile streaming is
used across generations.
Overall, almost 90% of users aged 55 and above in China
(89.8%) and Turkey (88.9%) say they stream content from
their smartphone every day or at least more than once a
week.
"We are experiencing a serious change worldwide: peo- • Users of all age groups and regions stream at
ple of all ages now routinely consume streaming con- least one hour per session. This proves that
tent on mobile devices. These are huge opportunities viewers no longer just consume short content clips
for mobile advertising and, accordingly, for mobile ana- but watch episodes and films in full length. Millenni-
lytics," predicts Paul H. Müller, Co-Founder and CTO of als stream the most often and the longest time. An
Adjust. "Those who understand how and when users average session lasts just over 90 minutes (94.2),
stream content, and which channels and campaigns closely followed by Generation Z with just under 90
are best suited for marketing measures, can now un- minutes (87.6). The average session for users
lock almost unlimited potential to build a broad, loyal aged 55 and above is around 65 minutes and
user base with high lifetime value." shows that this age group is also becoming in-
creasingly enthusiastic about mobile streaming.
Further findings from the report:
• Consumers spend significant amounts on
• Majority of consumers stream content on their streaming and on-demand entertainment. Korea
smartphones at least once a day. Users in China leads with US $ 42.68 per month, followed by Sin-
(93.8%) and Turkey most frequently stream weekly gapore and the UK with around US $ 35.
to daily in a country comparison, followed by Korea
(86.2%), Singapore (83.7%), Germany (78.7%), Furthermore, Adjust's report shows how ubiquitous the
the USA (69.4%), Japan (57.2%), and Great Britain second screen phenomenon is worldwide. On aver-
(45.7%). age, more than three quarters (76%) of all respondents
use their mobile phones while watching TV. This be-
havior is most pronounced in Singapore and China
(85% each), closely followed by the USA (83%) and
Germany (74%).
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