Millennials, Mobile & Video Marketing: New Study From YuMe

TV has taken a backseat to mobile as more Millennials turn to smartphones and tablets as their primary sources of entertainment. A recent study from YuMe, in partnership with IPG Media Lab, analyzed video viewing and device usage with a focus on Millennials. Born between 1980 and 2000, this demographic group also known as Generation Y is made up of roughly 95 million—a significant piece of the American population.

Millennials have the highest drop rate for TV usage over the past three years, with women leading the charge. There’s been a 10% drop with Millennial females since 2010 compared to males who dropped TV usage 7%. This will no doubt affect marketers and brands as fewer Millennials will be reachable with traditional television advertising. Many companies have predicted a spending shift from television to online video marketing and this may be the fuel that drives it.

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Millennials are more likely to use smartphones and tablets to access video content. Brands must start tailoring advertising on mobile devices to meet Millennial needs.

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Millennials are watching the most online video of any demographic surveyed which explains new research from Sandvine that found YouTube and Netflix attract 50% of all internet traffic in North America. PCs, smartphones and tablets are the three most popular devices Millennials use to view video content.

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In the study, YuMe found that multi-tasking while watching online video reduces brand recall, and Millennials love to multi-task. But this doesn’t mean you should stray from mobile video marketing. In fact, if you target Millennials with video marketing via smartphone, they are more likely to think of your brand as “modern.”

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According to the chart, 6.7% of smartphone users and 5.3% of tablet users believe video ads shown on their devices come from “modern” brands. Compared to the other data, that’s almost 100% more effective than video marketing on TV or PCs.

Researchers asked respondents to answer five questions related to impact of mobile video ads. Surprisingly, people were much more likely to answer positively about video ads on smartphones compared to tablets.

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Ultimately, video ads are very effective with Millennials on smartphones. Though mobile users in this group constantly multi-task, when a video does get through it generates positive brand association. As Millennials shift from TV to mobile devices, so too will marketers shift advertising dollars. It’s predicted that by 2017, online video ad spending will reach $4 billion, but at this rate, brands may have to act a bit quicker to deliver videos to content-hungry Millennials.

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