The seven ages of mobile: millennials’ social shift pushes video use to the phone

Italians are the most regular mobile video users with nearly 40% watching video on a mobile phone at least weekly. Americans (32%) and Spanish (30%) are a not-so-close second whereas across other major European markets, an average of just 17% of people regularly watch video on their mobile phones.
The stark differences are reflective not just of cultural identity, but of a noticeable arc in behaviour with regard to device and video consumption patterns through the age groups. While it’s be