- Category: July 2021 - Mobile Marketing & Analytics
The Mobile Streaming Report 2021 from the app marketing platform Adjust indicates a fundamental shift in usage habits towards mobile media consumption, with over-the-top streaming (OTT) growing explosively as consumers seek on-demand entertainment more than ever.
The evaluations refute the widespread assumption that mobile streaming mainly takes place on the way to work: 84% of consumers in the study use their smartphones just as often or even more often to access streaming content in times of social distancing and home office. More than half (52.5%) say they have been streaming more video content since the lockdown.
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: people of all ages now routinely consume streaming content on mobile devices. These are huge opportunities for mobile advertising and, accordingly, for mobile analytics," predicts Paul H. Müller, Co-Founder and CTO of Adjust. "Those who understand how and when users stream content, and which channels and campaigns are best suited for marketing measures, can now unlock almost unlimited potential to build a broad, loyal user base with high lifetime value."
Further findings from the report:
- Majority of consumers stream content on their smartphones at least once a day. Users in China (93.8%) and Turkey most frequently stream weekly to daily in a country comparison, followed by Korea (86.2%), Singapore (83.7%), Germany (78.7%), the USA (69.4%), Japan (57.2%), and Great Britain (45.7%).
- Users of all age groups and regions stream at least one hour per session. This proves that viewers no longer just consume short content clips but watch episodes and films in full length. Millennials stream the most often and the longest time. An average session lasts just over 90 minutes (94.2), closely followed by Generation Z with just under 90 minutes (87.6). The average session for users aged 55 and above is around 65 minutes and shows that this age group is also becoming increasingly enthusiastic about mobile streaming.
- Consumers spend significant amounts on streaming and on-demand entertainment. Korea leads with US $ 42.68 per month, followed by Singapore and the UK with around US $ 35.
Furthermore, Adjust's report shows how ubiquitous the second screen phenomenon is worldwide. On average, more than three quarters (76%) of all respondents use their mobile phones while watching TV. This behavior is most pronounced in Singapore and China (85% each), closely followed by the USA (83%) and Germany (74%).
In terms of content, social media apps are well ahead with an average of 65.4%, followed by banking (54.9%) and gaming apps (44.9%). Second screeners, especially in the APAC region, have an appetite for food delivery services, with the use of apps in this category being most pronounced in China (65.2%), Korea (36.6%) and Singapore (48.2%).
Adjust concludes that understanding the difference between demographics and markets is vital in developing the right types of creatives and campaigns to reach target audiences — which is why accurate and granular measurement is so important.
By Daniela La Marca