2018 state of social video - vidmob€¦ · spent watching video 20 minutes spent watching video...
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2018State of Social Video
RESULTS FOR THE UK STUDY
Motion for the Win
tl;drMassive generational shift away from static content consumption to video.
Personalisation wins but in very different ways than marketers are accustomed to.
Time spent consuming social video far outpaces linear TV and streaming services.
Social media apps have become the entry point to the web.
State of Social Video StudyGen Z + Millennials
A large percentage of younger audiences’ time spent is watching video.
*percent of digital time watching video
Mill
enni
al
vs. articles or photos
33%40%
vs. articles or photos
Gen
Z
Not including the time that you spend using your phone or computer for work or school, how would you divide the time that you spend on the following activities?
In every hour of digital time:
*mins. per hour
Mill
enni
al
24minutes
spent watching video
20minutes
spent watching video
Gen
ZM
illen
nial
24minutes
spent watching video
20minutes
spent watching video
Gen
Z
Not including the time that you spend using your phone or computer for work or school, how would you divide the time that you spend on the following activities?
*includes YouTube
57% of video time per day is spent on social apps (31% YouTube, 26% other social platforms).
On a typical day, how would you divide the total time you spend watching different types of video content?
*includes YouTube
That’s 3.8x time spent watching linear TV and 2.5x watching streaming services.
On a typical day, how would you divide the total time you spend watching different types of video content?
*includes YouTube
Millennials are similar, with 45% of time spent per day watching videos on social channels.
On a typical day, how would you divide the total time you spend watching different types of video content?
*includes YouTube
1.8x more than linear TV and 1.9x more than streaming services.
On a typical day, how would you divide the total time you spend watching different types of video content?
All social boats are rising
52% of Gen Z and Milennials
Spent more time on social media this year vs. last year.*across all platforms studied
How often do you use the following social mediasites or apps?
Growth in usage of social apps is 27% higher than mobile browsers.
All social boats are rising
How often do you use the following social mediasites or apps?
Compared to last year, Gen Z has embraced YouTube, Snapchat, and Instagram whilst Millennials show the most love for Instagram and YouTube.
Year-over-year Usage GrowthYouTube53%
57%
53%
59%
64%
59%
Snapchat
Gen Z
Millennials
How has your usage of the following mobile apps changed in the past year, if at all?
Less than 4% of Gen Z and Millennials open a browser first.
When you pick up your smartphone or tablet after some time of not using it, aside from checking texts and email, what are the first three apps you typically open and browse?
Top 3 firstapps opened by Gen Z are Snapchat, Facebook, and YouTube.
When you pick up your smartphone or tablet after some time of not using it, aside from checking texts and email, what are the first three apps you typically open and browse?
Top 3 first apps opened by Millennials are Facebook, Instagram and Snapchat.
When you pick up your smartphone or tablet after some time of not using it, aside from checking texts and email, what are the first three apps you typically open and browse?
It’s a Stories World
Over 63% of Instagram and Snapchat users watch Stories on both platforms daily.
Do you watch and/or post Stories on Facebook?Do you watch and/or post Stories on Instagram?Do you watch and/or post Stories on Snapchat?
Percentage of Millennials who consume Stories on each platform.
Instagram 68%
Snapchat 49%
Facebook 44%
Do you watch and/or post Stories on Facebook?Do you watch and/or post Stories on Instagram?Do you watch and/or post Stories on Snapchat?
31% of Gen Z watches Facebook Stories.
Do you watch and/or post Stories on Facebook?Do you watch and/or post Stories on Instagram?Do you watch and/or post Stories on Snapchat?
Gen Z
Stories
Facebook 31%
Instagram 75%
Snap 70%
Millennials
Facebook 44%
Instagram 68%
Snap 49%
Do you watch Stories on:
Social users consume much more than they create.
Do you post?
Gen Z
Snapchat58% Create 70% Consume
Instagram41% Create75% Consume
11% Create
Facebook31% Consume
Millennials
Snapchat33% Create49% Consume
Instagram46% Create68% Consume
Facebook20% Create44% Consume
How-to Tutorial Hack
How-tos, tutorialsand hacks are the most popular types of videos watched (39% of Gen Z and Millennials).
Which of the following types of video have you watched in the past week on your smartphone?
Vlogs draw 36% of Gen Z, followed by Pranks (35%) and, a distant third, Unboxing (27%).
Which of the following types of video have you watched in the past week on your smartphone?
3 in 10 Gen Z and Millennials actively seek videos of products and services they are considering buying.
Which of the following types of video have you watched in the past week on your smartphone?
lollol
53% watch Snapchat Stories for the laughs.
When you think of the best Stories that you have seen on Snapchat, what makes them the best?
Instagram (45%) and Facebook Stories (40%) users like a good giggle too.
When you think of the best Stories that you have seen on Snapchat, what makes them the best?
Celebrity 20%
Humour 42%
Female Gen Z Snapchat users overwhelmingly choose Comedy as a reason to watch social video content.
Which of these characteristics make you more positive towards video ads?
Rethink Personalisation
What doespersonalisationmean?
Across the board, similar style and taste is most important for whether either generation likes an ad.
Style/Taste
Celebrity/Influencer
Age/lifestage
64%
59%
54%When you’re watching a video ad, how importantis it that the video...
34% of Gen Z feels more positive towards ads that are visually beautiful vs. 33% of Millennials.
When you’re watching a video ad, how importantis it that the video...
Freshness Over Frequency
Gen Z dislikes overly repetitive ads (46% say it annoys them; 29% say they tune out).
When you see an ad many times, how does it influence your opinion of the advertiser?
Millennials either tune out or dislike brands who run the same ads over and over.
When you see an ad many times, how does it influence your opinion of the advertiser?
We AreVidMob is a creative technology platform that connects brands with a global network of expert creative talent to produce, analyse and optimise mobile video.
WINNER WINNERINNOVATIONINSTAGRAM
#PROMOTETWITTER
Preferred Creative Partner of Every Major Social Platform.
Executive Summary
VidMob is a creative technology platform that connects brands with a global network of expert creative talent to produce, analyze and
optimize mobile video. We conducted a multi-market study of Gen Z and Millennial consumers to understand their motivations, attitudes and usage of social video. Findings yield actionable creative insights
for brand marketers looking to connect with young audiences.
Methodology
VidMob surveyed 1,000 16-24 year olds and 1,000 25-34 year oldsin the UK between May 14 through May 23, 2018 about their media
consumption and digital advertising preference. Similar surveys were conducted in the US, Germany, and the Netherlands.
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