The proportion of Nordic consumers watching videos on their smartphones has increased significantly since last year. As of mid-2017, 46% of all consumers watched short videos on their phones at least once a week. One year earlier, this number was 37%. The shorter the video, the more likely it is that consumers will watch it on their phones.
Video consumption on smartphones is likely to continue to increase in the coming years. Two of the main drivers for this are:
The adoption of virtual reality (VR) headsets has increased since last year, but it remains at low levels. Only 5% of the Nordic consumers own or have access to a VR headset. Out of these, only a fourth claim to have purchased a high-end virtual reality headset. Some of the main constraints have been high costs related to the headsets and a lack of contents.
In contrast to the slow growth of VR, augmented reality (AR) applications have been increasingly developed in the past year. So far, the main areas have been gaming- and sales-related, but as the technology is becoming increasingly supported by all major phone manufacturers, we expect that more AR contents and new areas of its applications will reveal themselves in the coming years.
46% of all Nordic consumers watch short videos or live posts at least once a week.
38% of 18-24 year olds surveyed stream films and/or a TV series compared to 2% of 65-75 year olds.
Out of the consumers who own a VR headset, only 24% own a high-end one.