On the topic of mobile video content, we heard from our participants that comedy, specifically cartoons, is their first choice. They prefer to finish viewing the video in the time they have available. In general, mobile video viewing is different from TV
viewing in terms of engagement, context, content decision process, and time available. Therefore the type of content that works well for mobile viewing will also be different. Content producers should consider these differences in creating content best suited for mobile viewing. They should structure the content in segments shorter than 20 minutes. For longer videos with developed plots, we recommend that they include an intermission followed by a plot refresher to allow users to complete a single segment within twenty minutes and be reminded of the plot when they return.