Mobile video messaging usage by Apple iPhone users have increased by almost 50% in the last quarter, according to video-based mobile marketing platform provider Mogreet.
The company said in its 2Q 2011 mobile marketing analytics report that video messaging usage by Apple iPhone users grew from 5.4% to 7.4% of the total market share.
The report reveals consumer behavior patterns for mobile marketing campaigns that integrated mobile video messages on Mogreet’s mobile messaging platform during the quarter.
These findings are significant for brands and advertisers in planning how to best leverage messaging in their mobile marketing campaigns, said Mogreet.
The report sauid that Verizon Wireless with 44.2% and AT&T with 37.1% topped the mobile video messaging views by mobile carrier.
In the handset segment, behind Apple were: LG enV 3 – 3.9% ; Samsung Intensity – 2.9%; LG Cosmos – 2.9%; LG enV Touch – 2.7%.
The top five regions for mobile video messaging views are: Phoenix area; West LA, South Bay; Inland Empire, San Bernardino; Denver area; and Atlanta and suburbs.
Mogreet CEO James Citron said as smartphone penetration reaches 35% in the US, MMS remains a viable platform for brands and marketers to deliver rich media to their consumers without having to download massive amounts of data or deal with the hassle of poor signal strength to buffer streaming feeds.
Citron said, "It is evident by the growth in last quarter’s iPhone mobile video messaging views that feature phone and smartphone users are increasingly looking to consume video, pictures and audio on their devices.
"By leveraging MMS, digital marketers can reach their entire consumer base regardless of handset type, and supply them with personalized video content that increases consumer loyalty, engagement and responsiveness."
