The document summarizes key findings from the Unruly Mobile Video Survey conducted in 2016 with over 6,000 respondents from 10 countries. It found that mobile video consumption is increasing rapidly worldwide, with almost 3/4 of Americans watching at least 3 videos per week on their mobile phones. It also found that over 50% of consumers find it annoying to turn their phone horizontally to watch videos, and over 1/3 use rotation lock to keep their phone vertical. Additionally, around 75% of people stop watching mobile video ads when the sound plays automatically. The document advocates for mobile-first video strategies that are vertical, sound-off, and provide a natural viewing experience for consumers on mobile.

1. Changing
the landscape
Findings from the
Unruly Mobile Video Survey

2. Who: 6,000 respondents
When: May 2016
Where: UK, US, France, Germany,
Sweden, Australia, Japan
Indonesia, Malaysia
Thailand, Philippines
Why: To understand what
mobile viewers want
About the study
@unrulyco

3. Mobile video consumption
is rocketing
190m
155m
120m
50m
Huge growth
predicted across
Both US…
Mobile phone video viewers US
@unrulyco2012 2013 2014 2015 2016 2017 2018
85m
140m

4. Mobile video consumption
is rocketing
38m
31m
24m
10m
@unrulyco
17m …And UK
territories
2012 2013 2014 2015 2016 2017 2018
Mobile phone video viewers UK
32m

5. Mobile video consumption
is rocketing
85%
65%
45%
25%
5%
Almost ¾ of
Americans watch at
least 3 videos on
their mobile a week
65.9%
72.2%
56.6%
worldwide United States United
Kingdom
What percentage of people watch more than 3 videos a week?
@unrulyco

6. 53% of consumers find it annoying to
turn their phone horizontally
60%
55%
50%
45%
40%
Americans and
Brits over-index
against global
average
53.4%
worldwide
59.0%
United States
58.0%
United
Kingdom
If you’re watching video ads on your phone do you find being forced to turn your phone
horizontally to watch in full-screen annoying?
@unrulyco

7. Over 1/3 of people use rotation lock
to keep their phone in vertical mode
38%
34%
30%
26%
22%
Viewers naturally
consume content
vertically
34.1%
worldwide
35.3%
United States
30.8%
United
Kingdom
How often do you use the rotation lock on your phone to
lock it to vertical mode?
@unrulyco

8. 49.5% 52.8%
59.2%
worldwide United States United
Kingdom
Viewers feel enraged when forced to
watch video ads on mobile
% of people who are
annoyed with/put
off the brand
60%
40%
20%
0%
How does it make you feel about a brand when you’re forced to watch their ad on your mobile?
@unrulyco

9. Ads that play with the sound on
also frustrate viewers

10. In fact, 3/4 of people stop watching
when sound plays automatically

11. In fact, 3/4 of people stop watching
when sound plays automatically
Brits most
frustrated by
sound-on ads
80%
75%
70%
65%
…
73.9%
worldwide
79.0%
United
Kingdom
72.7%
United States
When a video ad plays on your mobile with the sound on automatically
how often do you: discontinue watching the video?
@unrulyco

12. Thinking what’s next
@unrulyco
• Be where your consumers are – think mobile
• Engage them with a natural viewing experience
– think vertical
• Use mobile-first video makers – think Vertical
Video Collective
• Give them control – think sound-off
• Test and build on mobile – think like a consumer

13. • Made for Mobile
• Intuitive for Users
• Impact for
Advertisers