A majority of Snapchat users prefer watching videos on the small screen of their smartphone than on the big screen of their television.
Snapchat, Dentsu and Kantar joined forces to decipher video consumption trends on different screens and their implications for brands.
The study surveyed more than 9,000 weekly Snapchat users in eight markets, including France, the United States and the United Kingdom, involving respondents aged between 13 and 49.
In the eight markets surveyed, 67 per cent of consumers watch videos on a small screen daily, compared with 50 per cent who watch on a big screen.
This preference for small screens can be explained by several factors, including convenience and the ability to stay connected at all times.
"When viewers want to be entertained or want to relax, they turn to either their small or big screen to watch videos. However, when viewers want to stay connected and find new or interesting topics to consume, they turn to watch videos on their small screen," explains Snapchat's analysis of the findings.
SMALL SCREENS, BIG ATTENTION
Small screens and social apps play a crucial role in video consumption. The survey found that 65 per cent of users watch videos via social apps on a daily basis, compared with 51 per cent who consume via streaming services daily.
This trend is particularly marked among Generation Z, 68 per cent of whom consume videos on social apps on a daily basis.
Social apps don't just entertain; they also help people stay connected and discover new interests.
The study also measured the attention paid to small and large screens. The results show that social ads on mobile (small screen) gave off greater arousal (attention) than ads on streaming services (big screen).
This greater level of attention is explained by the fact that consumers' brains have to expend more cognitive resources on small screens, forcing them to focus on what they're watching.
Although shorter than large-screen ads (15 seconds), mobile ads, which lasted six seconds, attracted more visual attention. Respondents watched their screens more attentively, with fewer moments of distraction during the ad.
Yet, as the study underlines, the combination of small and big screen advertising remains beneficial for brands. Exposure through different media increases brand favorability with young consumers by three per cent, as well as purchase intent by two per cent.
"The research proved the value of dual screen media approach and how to best design creatives for each screen by taking into consideration the difference in attention and ad lengths," said Dentsu executive vice president and head of research and measurement Celeste Castle.