New research from the  Interactive Advertising Bureau (IAB) conducted by On Device Research refutes a common myth about mobile video. As a press release from IAB notes, some people assume that mobile video is something consumers use “haphazardly” when they have “nothing else going on and no other screen available.” But IAB’s research, based on surveys and diaries kept by mobile phone users,  suggests otherwise.

Close to two-thirds (63%) of digital video viewing on mobile phones actually takes place in homes, IAB researchers found  — and more than a third (36%) occurs in a room with another, second screen, in the room — be it a TV, desktop computer or tablet. Researchers also noted that 22% of video interactions were  to access content viewers planned to watch, while 18 percent were out of boredom, and only 3 percent because no other screen was available.

Mobile videos are ranked third on IAB’s “list of high-time spent (one hour or more weekly) activities conducted on mobile phones,” behind playing games and social media. Mobile video interactions increase steadily throughout the day, peaking in evening prime time TV hours, according to “The IAB Mobile Phone Video Diaries” report.

Music videos, cited by 45% of respondents, were the most frequently viewed mobile video genres,  followed by:

  • Movie trailers (42%)
  • Tutorials/How-To’s (41%)
  • Funny short video clips (37%)

An overwhelming majority—92%– of viewers share video they’ve watched on their smartphones, IAB also found. The video genres most likely to be shared were humorous short clips (66%) and music videos (52%).

IAB commissioned the research as a means of identifying new advertising opportunities such as tying mobile digital video to live television programming or linking magazine ads to relevant mobile clips.

“Digital video marketing has skyrocketed over the past year, and is primed to deliver even greater returns on a variety of screens – particularly on mobile phones,” commented VP and GM of IAB’s Mobile Marketing Center of Excellence Anna Bager in the IAB press release. “This study points to a unique proposition for connecting with consumers who are watching . . . video content on mobile.”

Asked about their feelings towards mobile video advertising, responses from the IAB research were as follows:

  • 53 percent said that they are positive or neutrally receptive towards mobile video advertising
  • Nearly half (48%) said that they would prefer seeing video ads that are related to the content of the video clips being watched
  • A significant number (44%) recalled seeing an ad while watching mobile video, with short 10-15 second spots being the most recalled format