Online music destination Vevo is seeing a healthy appetite for mobile entertainment content with a growth of 33 percent ? or five million users ? in mobile monthly users year-over-year from June.

Vevo recently announced its "U.S. Music Video Viewership" report that takes a look at how the company's Web and mobile users are interacting with the brand. Vevo has a mobile Web site and applications for Android, iOS, Windows and BlackBerry operating systems.

?Our users are accessing VEVO on mobile more often and for longer,? said Michael Cerda, senior vice president of product and technology at Vevo, New York.

?For registered viewers, we're seeing higher engagement,? he said. ?The personalization elements and social elements are proving to be real levers in the day in the life of a video viewer.?

Stream on mobile
Vevo claims to have 18 million application downloads across its smartphone and tablet apps. This marks a 146 percent increase from the second quarter of 2011 to the second quarter of 2012. IOS is the most popular operating system, per the company.

Year-over-year, mobile traffic doubled for Vevo during the second quarter of 2012. The quarterly traffic represents 1.3 billion global streams.

Additionally, Vevo raked in 450 mobile million streams in June 2012.

The average number of monthly music videos watched via mobile increased 11 percent year-over-year to 15 videos.

Globally, 40 billion music videos were watched on Vevo year-over-year in July. Of those videos, 9.3 billion were watched in the United States. The company also claims that 103 million videos are watched daily.

Vevo?s mobile Web properties will soon begin to contain more original music content and programming, including live concerts, per Mr. Cerda.

Social music
Vevo is also seeing particularly strong engagement when social and mobile are combined.

For example, 64 percent of Vevo?s mobile users have watched a video on their phone with someone else. Eighty-seven percent of all Vevo viewers have done the same.

Consumers are listening to more music overall via mobile and digital. Fifty-six percent of Vevo?s consumers said that they listened to more music when it is available digitally.

Social media is consistently ranked as a top mobile activity across smartphones and tablets. Vevo?s report shows that this can be particularly strong for entertainment and video content.

Earlier this year, Vevo rolled out an ad-supported mobile site to let users stream music videos while on the go (see story).

When it comes to how consumers are using both the mobile Web site and apps, mobile Web access tends to be driven from sources such as social media. On the other hand, apps are being used for more continuous and deliberate purposes, per Mr. Cerda.

?It's becoming clear that the music video is becoming more of a frequent engagement in the day in the life. It's encountered within social media, but also deliberate in habit,? Mr. Cerda said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York