Mobile use of YouTube exploding

Google has revealed some interesting stats for mobile video today. According to Johanna Werther, Advertiser Lead PMM, Google Mobile Display Marketing, 75% of YouTube Mobile users say that their mobile is the number one device they use to watch YouTube videos on.

Posting on the Werther describes usage of as “exploding” with mobile consumers watching hundreds of millions of video views on YouTube Mobile each month.

To better understand the users and their browsing and video consuming behaviour Google ran a survey of users on and received >16,000 responses.

In the survey:

  • 75% of respondents say that mobile is their primary way of accessing YouTube
  • 70% visit YouTube Mobile at least once a day
  • 58% spend more than 20 minutes per visit to YouTube Mobile
  • 38% feel that YouTube Mobile is replacing their desktop YouTube usage

According to Nielsen, YouTube Mobile is the #1 video viewing mobile website in the US, with more than 7.1 million monthly unique users.

Werther also launched a new video mobile advertising programme for mobile advertisers on YouTube. The new mobile roadblock,  allows advertisers to  own all the available ad impressions on YouTube mobile for 24 hours, including the Ads run on the Search, Browse and Home pages of the mobile website.

Example of the new YouTube roadblock ad as used by Coca-Cola

The system is only available in the US but it will be rolled out in multiple international markets “soon” according to Werther.

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