Subscriptions to television programme content on mobile phones in the US is predicted to increase by almost 14 million over the next four years, hitting 15 million by 2009, up from just 1.2 million this year.
According to the latest predictions from eMarketer, the rising popularity in entertainment content accessible though mobile phones could offer service providers a rich new revenue stream, with the devices providing advertisers with an exciting new platform to target consumers.
However, uptake of the technology is expected to be hindered by US consumers apparent lack of interest in using their mobile handsets for multimedia content.
Deborah Williamson, senior analyst at eMarketer explained: “With the US lagging behind other regions in mobile data usage, it’s not clear that consumers here want to be entertained by their phones.”
Traditionally the US has trailed behind other advanced wireless markets when it comes to text and other messaging usage. However, recent figures from Analysys claim that the average user increased messaging activity by 50%, with messaging forecast to account for 10% of US operators’ revenues by 2008 (see US Catches Up On Mobile Messaging Trend).
The increasing acceptance of mobile technology has led eMarketer to be optimistic about the potential of the telecomms industry in the US.
Williamson said: “Mobile video and entertainment are bringing new energy to the US wireless business. There are real opportunities out there.”
Recent research from Continental Research shows that around two million adults have watched TV through their mobile phones, with another one million claiming they want to (see Consumers Look To Different Media To Watch TV).
In a survey of 2,135 adults, Continental found that over 10% claimed to have watched TV via the internet, while 4% claim to have viewed the media on a mobile phone, with an emphasis on younger and male users.
Mobile TV is increasingly becoming part of the media mix, with 3G handsets enabling users to access the technology rising in popularity. According to Juniper Research, 3G technology is forecast to enjoy a surge in use, with subscribers predicted to reach over 300 million by 2010, up from 30 million in 2004 (see Increasing Mobile Phone Penetration Causing Providers To Deepen Content).
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