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NPD: Video Consumption a Low Priority for Smartphone Users

16 Oct, 2012 By: Erik Gruenwedel

The use of apps — embedded or downloaded — continues to fuel the popularity and use of smartphones. But usage of apps to watch video on a smartphone ranks low with the average person who devoted about 6.9 minutes daily to consuming video content in August, according to The NPD Group.

While that tally is 86% up from 3.7 minutes of video content consumed daily during the same period in 2011, it pales in comparison to 25.8 minutes spent on games and social networking (18.1 minutes) and music (10.3). Watching news, sports and weather clips account for 3.4 minutes daily — up from 2.1 minutes in 2011.

Indeed, Reed Hastings, co-founder and CEO of Netflix, has said use of the Netflix app on smartphones is a non-factor.

The majority of time (55.1 minutes compared with 34.6 minutes last year) spent using apps on smartphone involves shopping, banking, coupons, payments, ebooks and content sharing, among others.

“We expect [video app] usage to increase in step with 4G networks and devices, better form factors (larger screens), and more compelling apps,” Linda Barrabee, research director with NPD Connected Intelligence, wrote in a blog post.

More than 50% of the smartphone users’ daily time is spent in apps, while communications (messaging and voice) comprises 35% and Web browsing less than 15%. When comparing monthly usage of minutes per day for August 2012 versus August 2011, Android smartphone users spent nearly one-fifth more time on their smartphones daily — 247 minutes, or more than four hours versus 210 minutes or 3.5 hours last year, according to The NPD.

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