Mobile video is growing in popularity as better handsets, faster networks and more affordable data-plans come together.

The IAB has taken an in-depth look at how, when and why consumers around the world are viewing video on the smallest screen. MEF Member On Device Research surveyed 5,000 smartphone users in 24 countries across Europe, Latin America, the Asia-Pacific region and South Africa, you can check out the full report on the IAB’s website.

Unsurprisingly mobile users are watching more video content than ever.  What is more unexpected however is the fact mobile video is no longer a short-form phenomenon: users are also watching longer video clips, including full TV shows and even films.

Key Highlights:

• More than a third (36%) of all respondents reported that they watch video of 5 minutes or more on a daily basis or more frequently, and in countries such as Turkey this figure rises to 60%. This is compared to 58% of global respondents who say they watch short videos (under 5 minutes) at that level of frequency.
• Mobile video consumption is on the rise. 35% of respondents report watching more video on their smartphone versus last year. Even more so in U.S. (50%), Canada (42%), New Zealand (42%), South Africa (42%), and the U.K. (40%).
• Dual-screen video viewing is becoming ever more prevalent. 53% of smartphone video viewers across the 24 markets say they often or sometimes watch mobile video while watching TV. Only in Japan is this trend noticeably less prevalent.
• Apps are beating browsers as the access point to mobile video. 48% only/mostly use mobile apps to watch video on their smartphone. By contrast only 18% say they only or mostly use mobile websites.
• Advertising is being seen and video viewers in surveyed markets are overwhelmingly open to tailored advertising when watching mobile video.
• The importance of viral video: 68% share the videos they watch on their smartphones, and 42% say social media is a way they find video content to watch.

The full report is available at the IAB website. This blog post first appeared on the On Device blog and is reproduced here with permission.