Having tracked HTML5 video available on the Web since 2010, a lot has evolved with mobile video (including the launch of our own Beachfront App Platform). In order to track some patterns in consumer usage of video on mobile and tablet platforms, we have gathered data on our users’ engagement and behavior across all of the video apps currently running on our Beachfront App Platform. Here are our findings.
Video Views per Session
To better understand consumer engagement, we decided to look at the best metric possible for video apps – how many videos users are watching per “session” – i.e. each time the user opened an app. The stats revealed much about how larger screens and singular focus lead to more engagement.
- iPad – 7.1
- iPhone- 6.24
- Android Tablet – 5.69
- Windows 8 – 3.8
- Android Phone – 3.61
Android Growing Fast
Currently, we have been seeing very strong growth in both Android Phone and Tablet downloads.
iPad users are the most engaged users when it comes to video, followed closely by the iPhone. It is not surprising that iPad and Android Tablet users have such high engagement, as the large screen size makes for an excellent video viewing environment.
Windows 8 lower engagement could be due to the “lean-forward” experience of desktop or laptop computers. Users are able to multitask much easier on these devices which in turn allows them to bounce out of the app easier.
As we continue to expand the universal device compatibility of Beachfront Builder, it will be interesting to see how these stats evolve as more advanced Android Tablets are introduced into the marketplace & TV experiences become more app-focused. For now, the Tablet video experience “wins” in terms of engagement.