We asked each participant, “If you had to choose one length of content, what would it be?” Many participants expressed that they preferred content in the range of 15 to 20 minutes. They told us that after about 20 minutes it becomes difficult to hold the mobile device comfortably. However, they were willing to watch for longer periods of time when they were limited in their entertainment options such as on long flights or driving trips. Most of the responses seemed to reflect the notion that mobile video consumption is done in short segments during the in-between or transition moments throughout the day, such as eating lunch at their desk or waiting on someone. Several of
our student participants watched while waiting to be picked up from school, walking to school, riding on the bus, or taking a long car trip with family. One student
even wrote in his journal that he watched an animated sitcom while in his English class. He had finished his assignment and had a few free minutes to spare. Many mobile video experiences served as brief entertainment in a dull moment, a notion further supported by [3].