In their most recent quarterly report, the analytics wizards at TubeMogul discovered that TV primetime–a slot running between 8 PM and 12 AM–is also primetime for iPads and Android Phones. The online video marketing company determined that 25.7% of all tablet views come in the evening.
The finding is consistent with TubeMogul’s previous research, which revealed that online video generally peaks during TV primetime. What’s most interesting about the recent result, however, is the noticeably different viewing habits of Apple and Android users. In the evening, iPhone views drop as Apple aficionados turn to their iPads for all their viewing needs, but Android Phones reach their peak thanks to the relative rarity of Android tablets. In total, one third of all Android Phone views come during primetime.
The study also concluded that large majority (63.9%) of mobile views come between Thursday and Sunday, indicating an increase in tablet and mobile phone usage during the weekend. With 17% of all views, Thursday is the single most popular day for mobile video consumption.
Another finding does a good job stating the importance of mobile views, as far as advertising is concerned. TubeMogul compared the click-through rates (CTR) of mobile and non-mobile pre-roll ads and found that, in the US, mobile ads have a CTR of 4.9% while non-mobile ads have a CTR of 0.6%. TubeMogul’s previous research has suggested that viewers are 12% more likely to remember a completed pre-roll, so advertisers should take note and should target weekend primetime as heavily as possible.