Mobile content consumption rivals traditional media consumption for female mobile owners in the US and around the world, according to survey results released in July 2012 by Vuclip. 38% of US respondents said they spend at least an hour a day viewing mobile content, compared to 43% who said they spend that amount of time using TV, print, and/or radio media. Although not a perfect comparison, these results contrast somewhat with findings from a Tremor Video study, which showed that while consumers (not just women) are spending time watching video on their mobiles, weekly TV consumption is far higher. Even so, the study concludes that TV is sharing some prime time viewing with mobile devices. Earlier research from Nielsen suggested that mobile video consumption is growing rapidly in North America, up 27% year-over-year to 38% of online consumers.
It bears noting that the Vuclip survey sample within the US skews young: 67% of the female respondents are aged under 25, and a further 21% are aged 26-35.
Men Are Also Avid Consumers
Data from the Vuclip study indicates that men are also hungry consumers of mobile content. Within the US, 40% say they are spending at least an hour a day viewing mobile content, with an additional 19% watching between 30 minutes and 1 hour. (The male sample also skewed very young: 90% were aged under 35.)
On a global basis, 56% of female respondents reported spending at least half an hour a day viewing mobile content, matched by the proportion of men (57%) who said the same.
Women Want More Movie Clips, Music
In terms of the type of content that they enjoy watching, American women responding to the Vuclip survey overwhelmingly chose movie clips and music as their top 2 categories, also indicating them to be the leading categories they would like to see more of on their mobiles. And while American male respondents also pointed to movie clips and music as the top categories they enjoy watching, sports also registered as a significant category.
- Within the US, 61% of women and 70% of men said that besides using them for voice and text, they use their mobiles primarily for entertainment.
- 78% of US female respondents said their time spent viewing content on their mobiles is increasing. Globally, 81% of women said their time spent on mobile viewing is increasing.
- On a global basis, 29% of female mobile owners said they spend more than 2 hours a day with traditional media (TV, print and/or radio), compared to 22% who spend that amount of time viewing mobile content.
About the Data: The Vuclip survey was conducted over 5 days in June 2012 with female mobile users around the world. Globally, there were nearly 40,000 responses, with 2,700 women respondents from the US alone. Users were provided with 8 multiple choice questions and had the option to participate or opt out. No incentives were provided for responding.