chevron-down
chevron-down
How Emerging Markets are Driving Mobile Video’s Global Growth
See how the surge of mobile video can connect people with new brands and experiences in fast-growing countries around the world.
Topics
CONTENTS
From Bangkok to Buenos Aires, mobile devices are quickly becoming ubiquitous around the world, and in emerging markets, people increasingly rely on mobile to get online. Across emerging and high-growth markets1 like India and Indonesia, more than 2 in 3 people surveyed say they access the internet solely through mobile.2 And, when they’re on mobile, people around the world — and especially in emerging markets — enjoy watching video.
It is predicted that by 2021, more than 78% of global mobile data traffic will be video3 — and emerging markets will play a pivotal role in driving this growth. Across the Middle East and Africa, 79% of digital video viewers watch videos on mobile.4 And people surveyed in emerging markets are even more likely than the rest of the world to use smartphones to watch online video. For instance, people surveyed in Thailand are 1.52x more likely than the global average to say their smartphone is their primary device5 for watching online video. In India and Indonesia, people surveyed are 1.45x and 1.32x more likely than the global average to say the same.6 As more people come online across emerging markets — and largely do so on mobile — marketers can learn how to harness the power of mobile video to reach the newly connected.
Finding creative workarounds for connectivity challenges
Across many emerging markets, online connectivity ebbs and flows throughout the day. From the cost of mobile data to spotty cell service, people in these markets experience unique challenges that can make it difficult to stay online. Yet, many have come up with creative ways to continue watching mobile video.
A closer look at connectivity across 3 regions: Latin America, Southeast Asia and Sub-Saharan Africa
Latin America
- In Argentina, Brazil, Colombia and Mexico, Facebook users watch more than 3x more video when connected to Wi-Fi than when using other connectivity methods, such as mobile data.7
- More than 1 in 3 people surveyed across Argentina, Brazil, Colombia and Mexico download videos to watch later when offline or without a stable internet connection.8
Southeast Asia
- In Thailand, smartphone users surveyed are 1.21x more likely to watch mobile video when connected to Wi-Fi than when using mobile data.9
- “During the afternoons, I visit my mother’s place, as the Wi-Fi at her home has a stronger signal.” — Woman, Rural Quezon, Philippines.10
Sub-Saharan Africa
- People experience a variety of barriers to staying online: spotty network coverage (86%), running out of data weekly (67%) and unreliable supply of electricity (31%).
- More than 1 in 3 (38%) people surveyed in Kenya, Nigeria and South Africa say they have multiple SIM cards, and nearly 1 in 2 (46%) keeps data off by default.
People in emerging markets are also thinking of ways to improve their connectivity in the months and years ahead. Among people surveyed, 69% in India,12 67% in Nigeria13 and 65% in Brazil14 intend to buy new mobile devices or upgrade their existing phones in the next year.
Discovering new brands and experiences through mobile video
Whether they’re watching a video ad for a new shoe brand, or learning about the latest lunch spot, people in emerging markets are seeking — and finding — inspiration through mobile video.
How does mobile video inspire new behaviors?
As a result of watching mobile video, mobile-dominant viewers15 surveyed in emerging markets are more likely than the global average to do the following:16
1.29Xmore likely to be inspired to book a trip/vacation
1.20Xmore likely to try new fitness routines or ways to lead a healthy lifestyle
1.17Xmore likely to discover new brands or products
1.15Xmore likely to try new restaurants
Using mobile video to strengthen personal connections
Mobile makes it possible for people to enjoy videos whenever they want, and in emerging markets, we discovered that video also helps people maintain the relationships that matter most to them.
Many in emerging markets anticipate watching more mobile video in the coming year. When asked why, people surveyed in emerging markets say mobile video can be watched anywhere (64%), it feels personal (53%) and mobile is more convenient than other devices (46%).17
Beyond this, people in emerging markets also use mobile video to forge meaningful connections:
29%of people surveyed across emerging markets say watching mobile video on Facebook helps them stay connected to friends and family.18
Mobile video’s momentum seems set to grow. And by leveraging mobile video, marketers can connect with people across some of the world’s fastest-growing markets.
What it means for marketers
Make your creative mobile-first.
Across emerging markets, many more people will go online for the first time using mobile. To reach the newly connected, learn how to adapt your existing creative for the small screen with the Facebook Blueprint course “Optimizing Video Content for Mobile.”
Leverage varied video formats.
Since people's connectivity varies throughout the day, choose formats that allow them to watch video whenever they want, wherever they may be. Incorporate slideshow for moments when people's connectivity may not be as strong, and create short-form videos for on-the-go moments. When people have access to Wi-Fi, play with longer formats like in-stream video ads.
Topics
