Mobile content consumption rivals traditional media consumption for female mobile owners in the US and around the world, according to survey results released in July 2012 by Vuclip. 38% of US respondents said they spend at least an hour a day viewing mobile content, compared to 43% who said they spend that amount of time using TV, print, and/or radio media. Although not a perfect comparison, these results contrast somewhat with findings from a Tremor Video study, which showed that while consumers (not just women) are spending time watching video on their mobiles, weekly TV consumption is far higher. Even so, the study concludes that TV is sharing some prime time viewing with mobile devices. Earlier research from Nielsen suggested that mobile video consumption is growing rapidly in North America, up 27% year-over-year to 38% of online consumers.
It bears noting that the Vuclip survey sample within the US skews young: 67% of the female respondents are aged under 25, and a further 21% are aged 26-35. Read the rest at MarketingCharts.
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