Advertisers like Ford and *Microsoft* are slowly starting to include mobile video ad buys in their media plans, and there’s new research every week showing how the iPhone, in particular, is ramping up mobile video consumption. But fresh data from market research firm Knowledge Networks (KN) shows that while the market for mobile video usage is growing — it’s actually not growing that fast. And that means the available pool of mobile video impressions for advertisers is still somewhat limited.
The market research firm found that roughly 10 percent of all broadband internet users in the U.S. have video-enabled phones, with roughly five percent of those owners using their phones to watch video. That’s up from 6 percent of people who had video-enabled phones, and three percent who watched video on them, in 2006 — definitely growth, but not staggering.
When it comes to video-enabled iPods (but not iPhones), the growth stats are better: Nearly a quarter of the broadband users (23 percent) own a video iPod, and 15 percent say they use it to watch video. In 2006, only five percent of respondents had a video iPod — with just about three percent actually watching clips on it. Again, the market is growing; the question is whether it’s growing as rapidly as marketers need it to, since most campaigns — be they performance-based or branding — need a considerable amount of scale to be effective.
KN surveyed over 800 members of its online panel, which includes cell phone-only and non-Internet using households, for this study. Release.
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