In what is pretty clearly a news brief aimed at advertisers and brand marketers, Vevo released a set of user data metrics today that points to how its viewers interact most with the mobile version of the service.
Among the many highlights-Vevo users watch music videos primarily at night (79%) and in their bedroom (identified as the most common usage location). The living room is the second most common location, and third is "on the go." The report provides no details about why mobile use is most prevelant in the home as opposed to out of the home. Perhaps it has something to do with a preference for in-home WiFi vs. cellular data usage.
Either way, that is a telling stat for advertisers looking to engage in mobile advertising around music and video content. The same kinds of ads shown in the home on TV may wind up being the kinds of ads seen most on Vevo as a result, as opposed to ads meant to inspire a call to action while on the road.
Other interesting metrics from the report:
- Almost half (48%) of Vevo's user base are aged 18-24
- The Vevo mobile app has been downloaded more than 7.5 million times, with the download rate for May increasing 33% from the previous month
- 84% of Vevo users watch 7 or more videos via the mobile app
- Users on average watch 53 minutes of video (data from the month of May)
- 66% of users are male, 34% female
- 40% of Vevo users are Hispanic