The IAB France released its study on “The French and digital video,” conducted by Médiamétrie, on May 24.
According to the study, 70% of Internet users consume video on a digital screen at least once a month and 37% every day or almost. This consumption is facilitated by the continued growth of number of homes with equipment. Indeed, 35.8% of homes are now equipped with 4 screens (TV, PC, Mobile & Tablet).
Of the 3 devices (PC, Tablet and Mobile) 41% of users prefer platforms dedicated for video and 25% platforms replay. Live TV is more specific to the computer while the use of video through social networking is more about the mobile and tablet.
15-24 year olds prefer sites dedicated to video (36% on computer and tablet, 41% mobile) and social networks (19% Computer 28% mobile and 22% of tablet).
The use of video has become native for consumers 15-24 years: 95% of them use video at least once a month; but it nevertheless affects the whole population, 71% of 25-49 years consume and 54% of 65 and over.
Regarding video advertising across all devices, the video viewers want to have a say on advertising as they do on the content and want shorter advertising (mainly mobile). The challenge for advertisers is to adapt each campaign depending on the device.