Study: 3G networks carry 72% of Android mobile video traffic

Mobile operators' 3G networks carry 72 percent of video content viewed by Android smartphone users in the U.S. according to new data issued by mobile video ad network Rhythm NewMedia. By comparison, iPhone users rely on 3G for 56 percent of their mobile video consumption, turning to WiFi support for the remaining 44 percent. The split is even closer across the U.S. mobile market as a whole, with 3G responsible for 53 percent of mobile video traffic and WiFi accounting for 47 percent. Rhythm NewMedia reports that mobile video viewing habits remain spread throughout the day, unlike mobile TV, which spikes during primetime hours--in the evenings, subscribers turn to WiFi in greater numbers.

Rhythm NewMedia's average monthly content views grew 30 percent in the second quarter over Q1 totals; average monthly video minutes per unique visitor increased 20 percent quarter-over-quarter, edging past the 30-minute mark. Among viewers who access full-length video episodes, 26.5 percent of consumers view the program in its entirety (about 45 minutes), and 41 percent stick around for at least half. Rhythm NewMedia adds that completion rates for interactive pre-roll video ads reached 88 percent, surpassing both online video and television.

For more on Rhythm NewMedia's Q2 mobile video ad growth:
- read this report

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