Do you watch more videos on your TV or on your mobile?

It has actually been a pretty straightforward question in the past since by far most of our entertainment inputs were coming from the biggest screen in our homes. Now, with greater access to video content online, increasingly more people consume growing proportions of this media on their mobile devices, so there arguably is no clear winner overall.

To dig a little deeper on this, Snapchat has recently partnered with market researchers Dentsu and Kantar to gain a clearer insight into how much of Snapchat's audience is embracing mobile video content, and for what reasons they switch between screens-bigger or smaller. Which could have implications for your marketing planning, though it is worth noting the study was done with Snapchat users specifically, not members of the public at large.

In the findings, it is stated that mobile consumption of video becomes the first mode of consumption for that category initially.

Snap stats:

"Though daily video consumption has endured high on small screens (mobile) and big screens (TV), consumption on small screens starts to dominate around the world. Among the 8 markets tested, 67% of the consumers use their small screen for daily video consumption, however only 50% for using on their big screen".

I mean, that doesn't factor in time spent, so it makes it a more apples-and-oranges-type comparison, but the bottom line is that more people are spending more time with mobile video, and that TV isn't the obvious winner anymore.
And curiously-set-aside-its-self-evident-ness-around-this-with-a-give, the data also reveals that consumers pay more attention to the smaller screen:

"The distraction caused by other things/persons or background content would be lesser while watching on small screens, as is the case while viewing video on large screens.". Indeed, 69 percent of consumers say that when they play a video on their smartphone, they usually give it their full attention compared to only 50% who give TV viewing their full attention, which further illustrates the importance of advertising on small screens to reach consumers, where they may be more receptive to media.
The study also accounted for the impact of running ad campaigns both on the big and small screens, which revealed that a blend of both led to considerable increases in terms of recall and effects.
Which isn't really a surprise in and of itself, though interesting that Snap hasn't also included "small screen" exposure alone in terms of these same measurements.
The nub of the research, therefore is that marketers do need to be aware of the increases in mobile video consumption when evaluating campaign spend, and you should also be factoring in mobile consumption as a complement to your TV ad campaigns.

I don't know if any of that is a huge surprise overall but it is interesting to have more data to back up some of your assumptions and guide your thinking.