(iTers News) - A neurological research study released today has scientifically proven that mobile users prefer to “watch” video with their ears.  By measuring the brain activity and impulses of viewers watching mobile video, researchers at New York-based neuro-marketing firm Neuro-Insight were able to show that audio delivered in Headphone:X generated a much bigger pleasure reaction than video.

“Headphone:X audio was the clear winner in this study,” said Pranav Yadav, CEO of Neuro-Insight. “When we switched to enhanced audio, the patterns of brain activity seen were similar to those seen when we eat something we find enjoyable, hear a funny joke or, for that matter, anticipating the ‘high’ associated with an addictive drug. Increasing the video quality did not achieve the same results or reactions.”

“The results we saw were groundbreaking,” continued Yadav. “Audio is a key component of an audio-visual experience—mobile users simply liked the content a lot more with Headphone:X audio even when the video quality was not as high, as compared to seeing the same visual stimulus with higher quality video but ordinary audio.”