Marketers to Use Mobile Video Apps to Boost Consumer Engagement

Mobile video apps are one of the hottest new services. But consumers are carefully considering their options before they pay for these apps. Service providers can attract more traffic  if they promote the features subscribers are seeking in the mobile video field. These features will become more important as service providers hope to attract a larger part of the marketing budget that merchants are allocating to mobile video.

According to new research released jointly by Cable & Telecommunications Association for Marketing (CTAM) and Nielsen, the most important reason a consumer chooses a specific video app is “free or low subscription rates.” This factor is the chief concern for 63% of consumers.

Here’s a complete list of what consumers say are very important video app factors:

  • Free/​low subscription rates: 63%
  • Wide genre available: 47%
  • User-​friendly interface: 43%
  • New video content available: 42%
  • No/​few advertisements: 39%
  • Portability across multiple devices: 30%
  • Syncing across devices: 25%
  • Social interaction features: 17%

Marketers who use mobile video to connect with consumers should know that 27% of consumers don’t mind advertising. And in another important finding for marketers, consumers who watch mobile video are not necessarily watching less TV. The survey findings show that 85% of consumers are viewing the same amount of or more TV. And for the core group, 35%, mobile video app usage generates higher traffic to network or program websites.

The new subset of ‘sync-​to-​TV’ apps fared well in this survey.  This process, during which a second screen app, typically running on a tablet, “recognizes audio codes embedded in a program as it’s broadcast through a TV set." The app then launches additional features such as social networking. Consumers report being more engaged with both programming and marketing as a result of the sync feature. Look for more marketers to advertise via mobile video as the technology improves and consumers spend more time viewing the videos.

[Source: Consumers Say Free/​Low Cost Is Most Important When Choosing Mobile Video Apps. Nielsenwire. 1 Aug. 2011. Web. 16 Aug. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.