Half (49 percent) of U.S. adult broadband users use some type of mobile video app at least once a month, according to new market research from The Diffusion Group (TDG). Seventeen percent make use of video apps weekly and 16 percent daily, according to TDG’s “Mobile Video Apps: User Dimensions.”
Examining usage across age groups TDG analysts found that mobile video app engagement is inversely proportional to age – “the younger the consumer, the more likely they are to engage mobile video apps,” TDG states in a press release.
Mobile TV App Usage
“There is no doubt that age is strongly correlated with the use of mobile video apps, both in terms of general uptake and frequency of use,” report author and TDG President Michael Greeson said.
Sixty-three percent of Late Millennials (18-24) reported using mobile video apps at least once a month. That compares to 56 percent of Early Millennials (25-34), 55 percent of those 35-44 and 41 percent of adult U.S. broadband users between 45 and 54.
Thirty-nine percent of U.S. adult broadband users make use of mobile apps on portable computers; 30 percent make use of them via tablets, and 22 percent via smartphones. “Too often the industry conceives of mobile app-based viewing as something done on a tablet or smart phone, while leaving portable computers out of the mix,” Greeson noted. “This is unfortunate, as portable computers are by far the most common platform for using mobile video apps.”
Online service apps are the most popular, used by 40 percent U.S. adult broadband users. That compares broadcast network apps at 25 percent, cable network apps at 19 percent, and TV operator apps at 16 percent.