Covid-19 is accelerating trends for mobile as the report finds consumers are spending double the amount of time watching the mobile video as they do with TV.
Around 87% of the consumers in Saudi Arabia are watching more video on their smartphone than they did a year ago, according to a new report released by Snapchat parent Snap Inc. The report further said that 90% of consumers cannot commit to full-length TV or video series. 96% of those surveyed say video that fills the screen vertically feels more personal and 94% say it feels more immersive.
Snap Inc. commissioned The National Research Group, an independent market research company, to conduct a study to learn how Gen Z and millennials are engaging with this rising form of entertainment, and what to expect as we enter a new era of mobile-first experiences.
The report claimed that consumers are spending four hours and five minutes on mobile devices for entertainment, compared to just one hour and 58 minutes for TV. 94% of Gen Z and Millennial consumers said mobile video has helped them cope with new anxieties and stay in touch with loved ones while physically apart.
Outpacing other markets, consumers in Saudi Arabia are spending four hours and five minutes on their mobile phones for entertainment, compared to the average one hour and 58 minutes spent watching TV per day.
Consumers are turning to short-form video to watch on their own terms, matching their schedules and time commitments.94% of Gen Zs and 96% of Millennials say short-form premium content fits well into their days, with 92% of Snapchatters agreeing that short-form premium video content makes them feel like they’re part of a community.
Since the pandemic, media consumption has increased across every screen type. Covid-19 is accelerating trends for mobile as the report finds consumers are spending double the amount of time watching the mobile video as they do with TV, and 45 minutes more than on desktops, laptops or tablets in 2020, with mobile viewing projected to continue growing in the coming years.
During the Covid-19 pandemic, with 94% of Gen Z and Millennial consumers said mobile video helped them cope with new anxieties. According to the study, nine in 10 consumers turn to short-form premium content to get their news fix and to participate in the conversation.
Commenting on the report, Hussein Freijeh, MENA Regional Director, Snap, said: “We have seen a drastic shift in how people choose to communicate and consume media and mobile video has become at the forefront of storytelling. From brand communications to entertainment, digitally native populations turn to mobile content to connect with their favourite brands and to stay abreast of what’s happening in the world around them. With mobile media proving more popular in Saudi Arabia than any other medium, now is the time for brands to transition into an exciting new space that offers higher engagement and better payoffs.”