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The study commissioned by Vuclip, a global independent mobile video and media company, and conducted by leading global marketing and research firm Millward Brown revealed that Vuclip’s among the 20 million mobile video consumers in India almost 80 per cent, watched videos on their mobile devices at least once every 2-3 days, with more than half opting to watch daily.
The study polled over 500 respondents across numerous locales and demographics in India from the Vuclip user base.
About 58 per cent of the study participants were from metros; 42 per cent were from non-metros.
The greatest number of respondents, 83 per cent, came from the age group of 18-34, demonstrating tremendous affinity among youth audiences for the mobile medium.
“The data speaks volumes for the fact that in a very short time, mobile phones have garnered undisputed dominance in terms of content consumption. For a majority of Indian consumers, it’s the only screen, and no doubt, the demand for mobile video will be pushed to new heights in the days to come,” said Vuclip COO Arun Prakash.
The mobile phone has emerged as a strong alternative to traditional entertainment media like television, as most of the Vuclip users surveyed regardless of region, watch videos from home (72 per cent).
The most popular genres among participants were movies and music, though in non-metro areas, the popularity of TV shows and lifestyle entertainment videos spikes. It’s notable that there is a growing interest in longer videos on mobile, with most metro users (59 per cent) opting for videos over five minutes in length.
The study also stated that 2G internet connection is still the most widely used, making up 73 per cent of non-metro and 58 per cent of metro markets, although metro users report higher usage of 3G networks (24 per cent versus 19 per cent).
Samsung and Nokia phones lead in both regions, with the former dominating metro areas and the latter favored among those polled in non-metro regions.
In metros, 73 per cent of consumers spend over Rs 4,000 (approximately $65) for their device where-as in non-metro areas, 44 per cent of consumers favor phones priced less than Rs. 4000, explaining the dominance of Samsung & Nokia devices in metros and non-metros respectively.
