Google's recent consumer barometer has highlighted the power of video content.
According to the data, when people are watching videos on mobile devices – it's not a background activity – 64 per cent claim they are fully, or at least mainly, focused on the video.
Just 2 per cent say it's a background activity.
The findings back up what Google already thought. But Lisa Bora, Google Australia head of mobile, says it demonstrates the power of engagement on mobile.
Google also claims that 42 per cent of people are watching videos on mobile in their living room – which Bora said shows advertisers should be thinking about the mobile strategy as not just “non-primetime”, as well as making sure that they develop a multi-screen programme.
There's also that 1 per cent of people who are watching videos while in the bathroom.
More than a quarter (27 per cent) say they watch videos on mobile every day with 57 per cent of people doing so at least once a week.
Australian smartphone penetration is still sitting higher than the UK (71 per cent) and the US (57 per cent) at 77 per cent - although falls behind the UAE at 91 per cent.
Australians are also the third most prolific users of maps on mobile.
This was first published on our sister website adnews.com.au