Mobile Video All The Rage? Half Of Execs Don’t Watch It

Businessman using mobile phone wearing carton box on head

While brands and publishers are singing the praises of mobile video, a new study from video ad tech company Unruly and production company The Alpha Grid says more than half of business leaders never use their mobile phones to watch video.

Yes, mobile video consumption is on the rise, with eMarketer putting the figure at a 45 per cent penetration, but half the c-suite ain’t in that percentage.

The Alpha Grid and Unruly conducted a year-long study looking at the mobile habits of big wigs at companies such as Google, Fujitsu, McKinsey, Deloitte, KPMG and the Boston Consulting Group. The study found 51 per cent of leaders admitted to not watching video on mobile devices. Some 82 per cent use a laptop or desktop to watch video, and only 18 per cent said they used their mobile and tablet.

“There is no one-size-fits-all approach to video success,” said Sarah Wood, co-CEO of Unruly.

“These findings will help B2B brands who want to use video to more effectively reach and engage time-poor, professionally-driven business leaders.”

Roslyn Shaw, managing director of The Alpha Grid, added: “None of our findings should surprise seasoned marketing professionals, but still we see these basic principles ignored time and again. We are hoping, if nothing more, this research will give marketers confidence to do what they know is right versus what has been done [and is therefore easy to get approval for].”

Evenings are the prime time for mobile consumption in the leaders, says the report. But many share one-to-one (such as via email), rather than one-to-many (such as social media).

And not ones to be distracted during work, at least not by mobile, the survey found after-work was the most popular time for online viewing. Some 54 per cent watch videos in the evening or night, then midday, then when they wake up.

Another finding from the study included the reasons executives click on video content: ‘relevance to industry’, ‘referred by a trusted contact’ and ‘it was entertaining’. The two most popular responses were ‘to gain information for my job’ (49 per cent) and ‘to be entertained’ (43 per cent).

And who has time to watch hour long bits of content now? The study found the most popular videos business leaders clicked on were three minutes or less.




Latest News

SurfStitch Unveils New Brand Position & Summer Campaign
  • Campaigns

SurfStitch Unveils New Brand Position & Summer Campaign

Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]

Man of Many Welcomes Naman Singh & Alex Martinez
  • Media

Man of Many Welcomes Naman Singh & Alex Martinez

Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]

Tyreright Appoints 27 Degrees Media
  • Marketing

Tyreright Appoints 27 Degrees Media

New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]