Der Hollywood Reporter berichtet über eine Studie von IBM zur Zukunft der Werbung, die im Herbst dieses Jahres veröffentlicht wird.

As far as mobile video is concerned, an average of 35% surveyed globally by IBM said they have or want to watch mobile video. Seven % report having a video-content subscription for their mobile phones. Nearly a third of U.K. users said their mobile consumption ate in their TV viewing time, according to IBM.

Battino said his team was surprised that shortform content tailored to the mobile device was less popular than they had expected. About half of users said they prefer to access traditional video offers like TV shows on their mobile.

Could this lead consumers to one day watch more movies in mobile form as well? "We think that will be a natural progression from watching TV shows currently," the IBM expert said, adding that the under-20 age demographic especially loves portability of content. "They may start a film at home and then watch it on a laptop or cell on the go," he said. "And they like to watch in discreet time segments," meaning they might watch a movie in several 20-minute sessions.

The lesson of the IBM survey for studios is to continue making content available on various platforms. However, "don’t expect consumers to spend incrementally on different devices," he warned. "People want to pay for content once and then move it to whatever device they like." Also, online ratings, reviews and word-of-mouth continue to emerge as key drivers of boxoffice success in the digital age, he added.

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