Video consumption on mobile devices continues to rise, and according to recent Nielsen data, the average mobile user watched 21.57% more minutes of mobile video in Q2 2015 than they had in Q4 of 2014. The breakout of time spent mobile video by age group is as follows:
While it’s not too surprising that 18 to 34 year olds consume the most mobile video, the growth rate of consumption for each group does offer a few surprises:
What’s most interesting about this data is the growth rate of mobile video consumption of a few key age groups. While adults over 65 still account for the lowest mobile video consumption, the group also experienced the highest growth rate, spending 44.44% more time watching mobile video over Q4 2014.
Meanwhile, 25 to 34 year olds closed the cap on consumption with their younger counterparts, experiencing a 32.75% increase in time spent watching mobile video. Conversely, adults between 35 and 64 had the lowest rate of growth at 15.96% and 15.63% respectively.
So what does this mean for advertisers? As older age groups watch an increasing amount of mobile video, adding mobile video ads to the media mix targeted at these users becomes ever more essential.
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