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Snapchat, Dentsu, and Kantar’s research on video consumption trends highlights the shifting preferences and implications for brands across screen sizes.
Here’s what they learned:
- Small screens reign supreme. 67% of viewers use mobile screens daily versus 50% on big screens.
- Mobile is attention-grabbing. Mobile videos capture higher attention; 69% of users report full attention on small screens, compared to 50% on TV.
- Social apps lead. 65% of viewers engage with video on social apps daily, especially Gen Z (68%).
- Higher arousal on mobile. Small screen ads, even shorter, yield stronger visual fixation and emotional arousal than big screen ads.
- Dual-screen impact. Exposure to ads across both screen types boosts brand metrics, especially among Gen Z, increasing brand favorability and purchase intent.
The takeaway? Opt for a multi-platform approach to maximize reach and impact. Mobile screens not only amplify big screen ads but are particularly effective for Gen Z.
Learn more from Snapchat Business.
