73% of Gen Z and millennials in the US are watching more videos on their smartphones in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2020, 1:55 AM UTC

A recent Snapchat report informs of the rising media consumption through smartphones.

Snapchat’s new study on evolving video consumption behaviour reveals that 73% of Gen Z and millennials in the US are watching more videos on smartphones. Snapchat attributes the shift in consumer behaviour towards mobile video to the growth of “Premium mobile video” content.

With one in two consumers enjoying premium mobile content in 2020, the daily engagement rate on the app has increased 40%, as per Snapchat. Further, with COVID-19, mobile video was up 4% in March 2020. Time spent with video on mobile was 47 minutes.

85% of consumers reported watching more video content on smartphones amid the pandemic. Of those polled, 82% of consumers consume user-generated, short-form content daily, whereas 52% watch long-form TV content every day.

Read the original article

[2 minute read]