Mobile video usage is being driven by millennials and Gen Z with 73% saying they watched video on their smartphone devices more often in 2020 compared to the previous year.
That’s according to research commissioned by Snap which surveyed around 1,000 13 to 35 year-olds on their mobile consumption behaviours.
The survey also found that consumption of premium content was up 40% in 2020 as more consumers enjoy entertainment offers.
Younger users are also spending more time watching on mobile devices (4 hours and 26 minutes compared to the average 3 hours 24 minutes viewing TV).
Short-form content remains popular with 8 in 10 using it to stay updated on news.
The success of TikTok is testament to these changing user behaviours and now 56% of respondents admit that full-length TV is too much of a time commitment whereas 77% said that short-form content made them feel part of a community.
Vertical video was seen as more personal (81%) and immersive (77%) and 86% of Gen Z and millennials added that mobile video helped them cope with anxieties.
“Mobile video is quickly becoming a fundamental part of how young consumers connect and stay in the know about what’s culturally relevant. As preferences among Gen Z and Millennials shift toward high-quality, immersive, and bite-sized experiences, their appetite for premium mobile video content will continue to grow,” Snap wrote in a blog post.