Smart phones and tablets are accounting for a rapidly increasing proportion of digital video starts, according to “The State of Mobile Benchmark” [PDF] from Adobe Digital Index. In Q4 2012, these devices accounted for a combined 10.4% of video starts, more than triple their 3.1% share from just a year earlier. Both device types boosted their share of starts, with tablets (6.5% vs. 1.8%) shooting ahead of smart phones (3.9% vs. 1.3%). Video view rates also saw strong growth.
For tablets, view rates grew from 13% to 32% year-over-year, while for smart phones, they increased from 6% to 12%.
Share of video starts is defined as the device type that starts the video divided by total video starts. Video view rate is the number of video starts divided by visits. Read the rest at MarketingCharts.