[UPDATED] Social media is moving to mobile, but the desktop is still the most popular device to watch YouTube videos for consumers across generations. In its Q3 report, “The Generational Debate,” Strike Social examined a year of YouTube campaigns across 25 verticals in the U.S. and found that desktop computers had the highest view rate across devices at 30.9% vs. 27.9% for phone and 27.8% for tablet.
Other findings from the report include:
- Desktops were most popular among baby boomers, with them watching a full third of ads on computers. Millennials and Gen Xers weren’t far behind with 30 and 31.2 percent view rate, respectively.
- Even mobile millennials watched more on desktop with just a view rate of 27.3 percent on phone and 27.1 percent on tablet.
- Boomers are more likely to watch YouTube ads on their phones than any other generation with 29.4 percent view rate vs. the average 27.9 percent view rate for this channel.