Independent mobile video and media company Vuclip has announced the results of a study of its user base, conducted by global marketing and research firm Millward Brown. The study revealed that Vuclip’s more than 20 million mobile video consumers in India are largely trending towards mobile devices as their go-to source for content, with 81 per cent of metro and 87 per cent of non-metro survey participants identifying mobile phones as a preferred medium.
Moreover, 80 per cent, an overwhelming majority, of Vuclip’s consumers report watching videos on their mobile devices at least once every 2-3 days, with more than half opting to watch daily.
Mobile Video Viewership Demographics
The study polled over 500 respondents across numerous locales and demographics in India from the Vuclip user base. 58 per cent of the study participants were from metros; 42 per cent were from non-metros. The greatest number of respondents, 83 per cent came from the age group of 18-34, demonstrating tremendous affinity among youth audiences for the mobile medium.
The Mobile Phone as Alternative to TV
The mobile phone has emerged as a strong alternative to traditional entertainment media like television, as most of the Vuclip users surveyed regardless of region, watch videos from home (72 per cent). The most popular genres among participants were movies and music, though in non-metro areas, the popularity of TV shows and lifestyle entertainment videos spikes. It’s notable that there is a growing interest in longer videos on mobile, with most metro users (59 per cent) opting for videos over five minutes in length.
Connection Speeds and Popular Devices
The 2G internet connection is still the most widely used, making up 73 per cent of non-metro and 58 per cent of metro markets, although metro users report higher usage of 3G networks (24 per cent versus 19 per cent). Samsung and Nokia phones lead in both regions, with the former dominating metro areas and the latter favoured among those polled in non-metro regions. In metros, 73 per cent of consumers spend over Rs 4,000 (approximately $65) for their device whereas in non-metro areas, 44 per cent of consumers favour phones priced less than Rs 4,000, explaining the dominance of Samsung and Nokia devices in metros and non-metros respectively.
“The data speaks volumes for the fact that in a very short time, mobile phones have garnered undisputed dominance in terms of content consumption. For a majority of Indian consumers, it’s the only screen, and no doubt, the demand for mobile video will be pushed to new heights in the days to come,” said Arun Prakash, COO, Vuclip.