<span lang="en">The inclusion of multimedia content in different web-based services has increased significantly. Through an extensive subjective testing campaign, we analyse the quality of experience concerning video transmissions associated to these types of services when accessed from mobile devices and mobile Internet connections. Contrary to traditional normalised quality assessment studies, we point out the service context as a key aspect in quality assessments. Specifically, we analyse the impact of the duration of the test material on quality assessments. We find out that tolerance to visual degradations is higher in the specific context of use compared to when using standardised methodologies for quality assessment, which has a significant impact in terms of commercial service acceptability.</span>