Mobile content consumption is on the rise, and online video is a big part of this, driven by the propagation of smarter mobile devices, Wi-Fi, as well as faster and more affordable 3G data plans. Morgan Stanley found that video already accounts for 69% of mobile data traffic globally.
According to analyst firm Telsyte, nearly 90% of all mobile phone users in Australia will have a smartphone as their primary device in 2015. up from just under 50% in 2011. That equates to 18.5 million smartphone users.
This facts pose a challenge to brand marketers - how can you leverage the mobile channel to engage with customers and prospects, while achieving a consistent brand viewing experience across fragmented device types?
Apple Versus Android
Smartphones are gaining momentum, but the market is fragmented. Apple’s iOS and Google’s Android platforms are neck-to-neck in Australia. According to Kantar, in August 2011 Android held 42.9% of Australian market share, while iOS held 37.2%. This puts marketers under enormous pressure to support at least the two leading mobile operating systems if they want to maximise the impact of their video campaign. The problem is that Android supports Flash and the iPhone and iPad only support HTML5 video.
To learn more about how to future proof your video investments, as well as ensure consistent brand experience across the smartphones duopoly, read our article in the Australian Marketing Magazine.