Mobile television has a small but dedicated segment of consumers who are forecast to drive the early market for video content and live TV services on portable and mobile platforms, according to a new survey from Parks Associates.
The
Mobile Entertainment Platform and Services report found that out of more than 2,000 US internet users surveyed, 13% of those who own one or more portable devices would like to see capabilities for live TV integrated into these devices.
In addition, Parks Associates found that a further 12% perceive the portable functionality of watching videos such as movie trailers and full-length movies as important.
Commenting on the report’s findings, Yuanzhe Cai, senior analyst at Parks Associates said: “”The percentages of consumers interested in mobile video/TV services are smaller than those for other functions such as taking photos and listening to music.”
He continued: “But there is a group of hardcore mobile entertainment enthusiasts who are very motivated-either they have already adopted a portable device with video playback functions or are very eager to add live TV support to their mobile devices.”
The report also showed that among users who value the capability for pre-recorded video services, almost 30% already own a portable device that serves this need, with another 7% showing a strong desire to have this function.
For those who value TV viewing capabilities, a smaller percentage (10%) already have a capable device, and close to a one-fourth (24%) have a very strong desire to add such a function.
Cai added: “Portable multimedia players, portable gaming players, and video phones may soon be competing for these hardcore enthusiasts. Portable multimedia players have a head start, but cellular carriers could offer a variety of business models to offset this advantage, including on-demand viewing of news clips and sport highlights or access to ‘real-time’ content such as breaking news.”
These findings confirm research from Nokia, revealing that 41% of participants from its commercial TV pilots in Helsinki were willing to pay for mobile television content, with over half believing that the technology would be popular (see Consumers Predict Mobile TV To Enjoy Popularity).
Speaking at the Edinburgh TV Festival last weekend, mobile operators from Vodafone and Orange echoed Nokia’s findings, asserting that mobiles offered a “very personal and a very powerful marketing medium” (see Mobile TV Hits the UK Media Mix).
According to Informa Telecoms & Media’s Mobile Entertainment report, consumers are increasingly using their mobile phones to play music and games, opening up lucrative new revenue streams for mobile and content industries, resulting in a global mobile entertainment market predicted to be worth $42.8 billion by 2010 (see Global Entertainment Market To Reach $42.8 Billion By 2010).
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