A new in-depth study on how mobile video is consumed differently on tablets and smart phones. The study looks at what types of results you can expect to see from traffic generated on a mobile phone vs a tablet device. While these are both considered to be mobile traffic, the results can be quite different in some cases.
In addition to looking at phone vs. tablet traffic, the study also looks at how people react differently when the traffic is through the mobile web directly, or through in-app browsing of some sort. As marketers, it is important to understand just how different people behave when interacting with video.
One of the most important things to look at when it comes to video is the view through rate. When it comes to in-app traffic, smart phones actually outperform tablets by 33% in this category. This is quite a significant number and can produce some great benefits for marketers. Focusing the bulk of your mobile video budget toward in-app traffic, for example, can help to improve your return on investment.
When it comes to general web traffic, however, tablets perform slightly better. With a 7.2% higher view through rate than smart phones this is not an insignificant amount. While the view through rate is just one of many pieces of information that should be used when evaluating the effectiveness of a marketing campaign, it is an important one.
You can learn a lot more about both the view through rate and the click through rate of smart phones and tablets by downloading the free report from Engage:BDR. It can be found HERE. The report is concise and easy to understand so take a moment to download it and see how it can benefit your overall marketing strategy today.
