Mobile video soars in Europe


The rapid adoption of smartphones in the European Union’s five largest economies has encouraged a surge in popularity for mobile video viewing, according to a new study.

Market research company comScore MobiLens, a subsidiary of the Virginia-based analytics group, found viewing from smartphones increased an average 112% in the last quarter compared to the same period last year.

That is the equivalent of 52.8m users, or 34.8% of all smartphone users in Germany, Italy, Spain, France and the UK, eMarketer reported.

German users recorded the steepest rise of 150%, followed by Italians on 124%, Spanish users on 110%, the British on 103% with French users significantly behind on 77%.

France also recorded the lowest rate among the five nations for smartphone users who watch video or TV on their mobile devices.

At 26.5%, it lagged far behind the 40.2% recorded in Spain, the 37.2% figure for the UK and the 33.5% registered in Germany.

The development provides further evidence of the advances being made by smartphone sales throughout the EU, where eMarketer expects penetration to average 47.4% this year.

It also expects at least 41% of mobile phone users in all the five countries surveyed to own a smartphone this year, but the rate is already higher in the UK and Spain at 60.4% and 47.5% respectively.

Furthermore, eMarketer estimates that smartphones will account for more than 97% of mobile video usage in the UK this year and that less than 1% of UK mobile video viewing will be done via feature phones by 2017.

Data sourced from eMarketer, 10 September 2013

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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