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Direct Response Marketing

Mobile Video to Reach Third of Consumers by 2016

18 Apr, 2012 By: Jackie Jones


ARLINGTON, Va. – Video viewing and social networking via mobile devices is on the rise and a major factor driving U.S. mobile content consumption, according to the latest eMarketer estimates.

By 2016, more than 110 million Americans – or one-third of the total U.S. population – will watch video content on a mobile phone at least once per month. This year, just less than 20 percent of the population, or 25.2 percent of U.S. mobile phone users, are expected to watch mobile video monthly.

“Mobile social networking will reach a greater share of the overall population even sooner, however,” eMarketer said. “One-third of U.S. consumers, or 42.6 percent of mobile phone users, will log in to social networking sites via mobile devices at least monthly by 2014. The vast majority of these mobile social network users – like mobile video viewers and mobile music listeners – will be using a smartphone to access social content on the go.”

Additionally, the number of U.S. mobile phone users will also increase at a compound annual rate of 1.8 percent between 2011 and 2016, moving from nearly 75-percent penetration in 2010 to 79 percent by the end of the forecast period, eMarketer found in a separate recent study.

“The number of total mobile connections in the U.S., including subscriptions to mobile phones as well as non-voice devices such as wireless modem cards, netbooks, mobile Wi-Fi hotspots, E-readers, tablets and telematics systems, jumped in 2011 by 11.6 percent,” eMarketer said. “Penetration is already above 100 percent of the population for mobile connections, and that number will continue to grow at a rate above that of mobile phone usage. This growth is largely thanks to the popularity of tablets. Phones, by contrast, are reaching a saturation point at around four-fifths of the population.”


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