Mobile video apps continue to come to the forefront, with a new report by The Diffusion Group (TDG) finding that 49 percent of U.S. adults who have broadband view video through a mobile app at least once a month.
In its report, TDG studied video app usage on mobile devices including portable computers--laptops, notebooks and netbooks--tablets and smartphones. A variety of apps were evaluated including free and subscription online video services like Hulu and Netflix (NASDAQ: NFLX), cable operator-provided apps, and video apps from both cable channels and broadcast networks.
Millennials make up the biggest group of frequent video app users, with 63 percent of those in the 18-24 year-old range using apps once a month, along with 56 percent of those in the 25-34 year-old range. Gen-Xers were no slouches either, with 55 percent of those between 35 and 44 accessing video apps. Among older broadband users between 45 and 54 years, some 44 percent access video apps through mobile devices.
Among the entire group, 17 percent access some form of mobile video app weekly and 16 percent daily. Further, not everyone is relying on smartphones or tablets as their primary mobile source: 39 percent use a laptop, notebook or netbook to engage mobile apps, while 22 percent use a smartphone.
Which video apps are the most popular? The study found that online services, such as Netflix, Hulu or other OTT apps, were used by 40 percent of broadband-enabled users. Apps provided by broadcast networks were a distant second at 25 percent, followed by cable network apps (19 percent). TV operators' apps were used by only 16 percent of those surveyed.
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