updated 12:53 am EST, Wed November 14, 2012
Android, despite sales gains, still underused for web, streaming media
Mobile advertising analyst Freewheel has announced that the iPad and the iPhone are by far the most popular non-PC devices when it comes to streaming video. Together, the two devices make up more than 60 percent of all non-PC video viewing. The conclusion comes from analysis of more than 14 billion videos viewed through ad-supported apps (such as Hulu), which also found that viewing video on mobile devices has tripled since 2011 to a total of 1.3 billion videos streamed to users.
The discrepancy between iOS and android devices in terms of video viewing was unexplained, but one possible factor is that Android tablets are still in a nascent stage, with few users employing them for video or heavy Internet use. However, overall low sales of Android tablets would make it impossible for them to fully account for the difference in popularity with iOS devices as streaming video viewers.
The study also found that the highest rates of complete viewing of ads (i.e., not skipped) occurred when the commercials were included in long-form videos. Long-form videos also had the highest number of ads.