TORONTO – Consumers are “confident” in the uptake of mobile TV and video, with 78% saying that they “expect an increase" in usage by 2010, a new study from QuickPlay Media has found.
Consumer awareness of Mobile TV is also on the rise, with nearly half (46%) of respondents saying that they’re “aware” that their carrier offers a mobile TV and/or video service, a jump from 35% percent seen in the 2008. This change provides a strong indication that video services are benefiting from the extensive marketing efforts around multimedia-enabled devices, the study concluded.
The second annual independent Market Tools survey focused on mobile TV and video consumption in the U.S., polling approximately 1000 U.S.-based mobile subscribers between the ages of 18 and 35 in an on-line survey.
For those mobile users who have not yet viewed TV and video on their mobile phone, 58% indicated that cost is the main reason, though 55% of respondents stated that “they are interested" in mobile TV and video. 41% said that they would be more likely to watch TV and videos on their phone if they owned a multi-media-enabled PDA or smart phone.
“These results corroborate other recent research from IDC and Nielsen, both of which provide strong indication that the mobile TV and video industry is gaining momentum,” said Wayne Purboo, president and CEO of QuickPlay, in the press release announcing the study’s results. “In 2008, we saw (mobile operators and media companies) introduce innovative pricing options design (sic) to connect consumers with high-interest premium content and increase their marketing efforts. Looking ahead, we expect to see wireless carriers continue on this path as they work to grow adoption and the associated revenues of mobile entertainment services.”
The study also found that changes to mobile phone plans could stimulate adoption, as 48% of respondents said that they would be “more likely” to subscribe to a plan if a set amount of basic video content was included free in the package, and 51% said that they would be willing to accept advertising in return for free TV and video content (versus 54% in 2008).
Video viewing habits have also seen a shift in terms of where consumers are watching mobile content. Most notably, 30% of consumers are watching TV and video on their mobile device when at home, versus 11% in 2008. This trend demonstrates that the mobile phone is beginning to gain status alongside other in-home options such as the television and the computer, the study continued.
Consumers also continue to show a preference for “snacking” on content instead of setting aside dedicated viewing times, as a quarter of respondents said that they viewed content between daily activities – 16% while in transit, and 11% while waiting in line.
Of those watching mobile TV and video, 45% have spent 11 to 30 minutes watching a TV show or movie, and 30% have spent 31 minutes or longer doing so. Additionally, 21% said that they use mobile TV and video services more than once a week.
