UK Consumers Keen For Mobile TV
UK consumers have demonstrated a high level of interest in a commercial mobile TV service, with the interim results from the Oxford Mobile TV trial showing that 83% of triallists are satisfied with the end-to-end service provided.
Findings from the trial, a partnership between Arqiva and O2, reveal that the 375 triallists chose to access television on their mobiles for an average of 23 minutes per session, with one to two sessions per day. Overall, triallists were found to be viewing mobile TV for an average of three hours per week, with one group viewing for over five.
Demand was found to be highest in the morning and in early evening, with viewers using the service mainly in the home, at work and on the daily commute. The results also demonstrate a lunchtime viewing peak higher than the normal TV pattern, suggesting that viewers are enjoying news, sports and their favourite daytime soaps while on their lunch break.
The most popular channels viewed by participants included news, soaps, music, documentaries and sports, with 33% of triallists indicating that they are looking for some made for mobile programming, and even some long-form content, such as movies.
Commenting on the research’s findings, Dr Hyacinth Nwana, Arqiva’s managing director for Mobile Media Solutions said: “The Oxford Mobile TV trial has proved there is a market for mobile broadcasting and now we’re looking to make it happen with the collaboration of the whole mobile industry.”
Nwana continued: “The trial is proving that mobile multi-channel broadcasting, including TV and radio, is mass market in addition to meeting consumer demand for content and choice of programmes. We have also demonstrably proven scalability, even if we have to deliver to millions of handsets simultaneously.”
Dave Williams, O2’s chief technology officer, added: “This trial is further illustration that we are moving from a verbal only to a verbal and visual world in mobile communications, and we are encouraged to see the trial results confirm this.”
The findings from the Oxford Mobile TV trial confirm those from a similar study from BT, with results showing that two thirds of customers would be prepared to pay up to £8 per month for broadcast digital TV via their mobile network, creating exciting new revenue streams for mobile operators .
In the US, eMarketer projects that 3 million US consumers will watch TV programming on their mobile phones in 2006, up from 1.2 million in 2005. By 2009, the analyst expects there will be 15 million video viewers, an estimated 6.2% of total mobile subscribers.
Meanwhile, Juniper Research predicts worldwide mobile television revenues to increase rapidly before the end of the decade, peaking at $7.6 billion in 2010, up from an estimated $136 million this year.
The MediaTel INSIGHT TV Technology Executive Report is available to subscribers from www.mediatelinsight.co.uk, or for non-subscribers to purchase at http://www.mediatelinsight.co.uk/reports, priced £225. The report features the latest forecasts and current marketplace dynamics for the TV market.
Arqiva: 01962 823434 www.arqiva.com O2: www.o2.co.uk