Younger generations are turning to mobile devices even for long-form video, according to a new report from Sharethrough.
Sharethrough surveyed 1,000 people for its report, which attempted to dive into differences between how different age groups consume their video content.
Video dominates content consumption, with over half of respondents ranking video as their primary choice, ahead of other web formats, print and podcasts. Among all age groups, 47% prefer TV for videos over five minutes, but 77% of those under 35 prefer watching long-form video on smaller devices such as their phone, tablet or computer.
Looking at device preferences, 65% of Canadians of all age groups prefer using mobile devices when watching short-form video content. The numbers jump to 88% for people younger than 35. Although 46% are still choosing TV for long-form video, younger groups under 35 are progressively turning to their phone, computer or tablet instead of TV for long-form video too, signifying a shifting trend.
Commenting on the survey, Ben Skinazi, CMO of Sharethrough says that video “has emerged as the reigning champion, capturing the hearts of the majority, but it’s not a one-size-fits-all scenario. We see generational nuances, evolving device preferences and even the need for speed. This isn’t just about what we watch, it’s about how, when and why.”
The survey found patience is lacking, with 57% of consumers saying they give videos 30 seconds or less to capture their interest. Notably, women are 7% more likely than men to abandon videos within this brief timeframe. Those under 35 are more inclined to adjust video playback speed, with 62% of them doing so from time-to-time.
There is no consensus among the generations about preferences for short or long-form content, with 52% of people under 35 tending to favour shorter videos under five minutes, while those over 35 have an affinity for long-form videos (70%). Gender nuances also come into play, with men leaning towards long-form videos compared to women.
The survey also found that those under 35 had a 12% to 15% higher tendency to mute their phones when watching videos in public compared to older Canadians, which falls in line with their increased preference for watching videos with captions, both on phone and TV.
Although 57% of respondents are eager to consider purchasing products or services directly from a video, or open to the possibility of doing so, younger generations are more open to making direct video purchases. But they are also quicker to skip ads, with 70% of people under 35 trying to skip ads no matter what. When it comes to interactive video ad formats, over 66% of respondents express willingness to engage with interactive video ads and options like scanning QR codes, participating in short surveys, or answering quizzes and polls.
