A new study claims that 87% of children would like to watch television on their mobile phones. The research, from Quaestor, was carried out on children aged 10-12.
Quaestor said that there were differences between genders with regards to preferences for potential content, with sport more popular amongst boys and soaps more popular with girls. Entertainment channels such as E4 were equally popular.
The research showed that 72% of 10-12-year-olds want to be able to watch cartoons on the phone, followed by 62% who would want to watch music videos.
The study also noted that mobile ownership increased with age and that there was a strong emotional attachment shown towards the phones, which Quaestor said were seen to give users independence, freedom and security and helped create the social environment in which children live.
Graeme Ferguson of Vodafone, speaking at the recent Broadcast Live conference, insisted that content would make or break the platform (see Mobile TV Will Rely On Content).
Speaking at the Showcomotion Children’s Media Conference in Sheffield last weekend, keynote speaker Shazia Ali of Quaestor said: “It’s clear from our research that mobile TV is the next big thing that children will adopt and add to the repertoire of technologies they already use. However, it will not replace traditional TV viewing just as listening to music via mobiles has not replaced MP3 players but rather provided another channel through which to enjoy it.
“The key watchwords in mobile TV usage amongst children are convenience and choice. Kids love the idea of being able to catch up on soaps and programmes like Big Brother so they don’t feel left out in peer group conversations. They expect the same range of mobile channels as they watch at home and especially want to access their favourite programmes from their phones.”
Quaestor said that another potential pitfall for mobile television producers is the need to reassure parents that security and the necessary safety precautions are in place. While freedom of choice may be a boon for children choosing what to watch, says Quaestor, this same factor is precisely what concerns parents.
Research by In-Stat, released last month, said that mobile TV broadcast subscribers worldwide will reach 102 million by the end of 2010 up from 3.4 million in 2006 (see Mobile TV To Reach 102 Million Subscribers By 2010).
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