Mobile video viewers are happy to share content, finds the IAB [PDF] in a new study conducted by On Device Research. The study tracked 200 smart phone and feature phone users over 2 weeks through detailed “day in the life” diaries, and surveyed them both pre- and post-diaries. 92% shared video content with others (49% at least weekly), with social media posts (56%) being the primary way of sharing, and humorous short clips and music videos the most likely to be shared.
The study finds that 55% of videos were watched using a mobile application, and 41% via the mobile web. (The remainder were unsure.) Read the rest at MarketingCharts.