In this latest Total Youth presentation, you'll find unique insights about the youth mobile video market. Mobile video in 2015 is mainstream, for the youth market at least. 85% of Millennials said they used mobile video. Now mobile video has arrived, how are Millennials, Generation Y and Gen Z actually using it? Discover the qualitative and quantitative secrets of youth mobile behavior in this new presentation.

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7SECRETS
OF
THE YOUTH
MOBILE
VIDEO
MARKET

2. Youth, Students, Teens, Millennials, Generation Y, Generation Z
TOTAL YOUTH RESEARCH

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#1 MOBILE VIDEO IS…
HAPPENING

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85%of Millennials used some form of video
on their smartphone
(Source TotalYouthResearch industry data
North America & Canada2014)

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VIDEO GROWTH WORLDWIDE
frequency with which mobile phone users watch mobile video
5
SOURCE: STRATEGY ANALYTICS 2014
China
Spain
Worldwide
Germany
USA
France
UK 65%
63%
60%
59%
56%
48%
41%
35%
37%
40%
41%
44%
52%
59%
>1 week <1 week
MOBILE VIDEO APPROACHES MAINSTREAM ADOPTION
More than 1/3 of mobile owners watch video on smartphones at least 1x a
week, rising to 60% in advanced markets.
Mobile video is
mainstream,
especially for youth

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#2 MOBILE VIDEO IS…
DISCRETE

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77%said the #1 reason they used Snapchat
was because it didn’t store messages
(Source Mobile Squared 2014)

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#3 MOBILE VIDEO IS…
A SHARED EXPERIENCE

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Sharing
What’s shared is less important
than the act of
itself

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#4 MOBILE VIDEO IS…
CONSUMERS AND CREATORS

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68%of teens recorded a video
in the last month
(Source Global Web Index 2014)

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#5 MOBILE VIDEO IS…
PASSIVE COMMUNICATION

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90%of all youth communicaon
is “Passive”
(Source Total Youth Research)

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#6 MOBILE VIDEO IS…
SHORTFORM CONTENT

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62%
of all video sessions were
less than 1 minute in length
(Source Total Youth Research 2014)

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#7 MOBILE VIDEO IS…
STORYTELLING

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Youth…look at your video content and ask,
“where am I in this story?”
(Source Mobile Squared 2014)

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Youth, Students, Teens, Millennials, Generation Y, Generation Z
TOTAL YOUTH RESEARCH
Thank you for your interest in this research

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