BBC And Sky Dominate Mobile TV And Internet
The BBC and Sky dominate mobile TV and internet, according to new research from Telephia which shows that 33% of all mobile TV viewers watched BBC1, whilst 29% watched Sky Sports.
| Top Mobile TV Channels and Mobile Web/Internet Sites (UK) | |||
| Mobile TV Channel | Share (%) | Mobile Internet Site | Share (%) |
| BBC 1 | 33% | BBC | 28% |
| Sky Sports | 29% | SKY Sports | 23% |
| Discovery Channel | 24% | BBC Sports | 22% |
| BBC 3 | 22% | BBC Weather | 20% |
| BBC 2 | 22% | Google Search | 18% |
| BBC 4 | 22% | Jamster | 13% |
| ITV 1 | 22% | Sky | 11% |
| Cartoon Network | 21% | MSN Games | 10% |
| ITV 2 | 21% | eBay | 10% |
| UK TV Gold | 17% | AA | 8% |
| Source: Telephia Audience Measurement Report U.K. (Q3 2006) | |||
| Note: Data represents the percent of mobile TV or Internet users who report having watched or visited a mobile TV or website in the past 30 days. Differences in share between mobile TV channels and mobile Internet sites may not be statistically significant. | |||
Among all UK mobile subscribers, there is an even 50/50 gender split. However, the research shows that both mobile TV and internet users are more likely to be men.
Mobile TV or video content is watched by 3% of UK mobile subscribers, with 70% of the audience being male. Penetration of mobile internet is higher at 19%, with men comprising 64% of the audience.
Telephia says that text and picture messaging still reign supreme with penetration rates of 85% and 35%, respectively.
| Penetration and Gender Breakdown for Mobile Data Services (UK) | |||
| Mobile Activity | Penetration (%) | Male | Female |
| Sent or received a Text Message | 85% | 49% | 51% |
| Sent or received a Picture Message (MMS) | 35% | 47% | 53% |
| Played or downloaded Games | 26% | 53% | 47% |
| Accessed the Wireless Internet | 19% | 64% | 36% |
| Downloaded Ringtones | 15% | 53% | 47% |
| Played or downloaded Full Track Music (MP3s) | 14% | 59% | 41% |
| Sent or received an Instant Message | 14% | 57% | 43% |
| Sent or received an Email | 11% | 64% | 36% |
| Downloaded Wallpaper or Images | 10% | 61% | 39% |
| Listened to or paid for Mobile Radio | 7% | 62% | 38% |
| Used or downloaded Applications | 6% | 68% | 32% |
| Uploaded pictures, videos or blogs to an Internet website | 4% | 56% | 44% |
| Downloaded, watched, or paid for Mobile TV-Video | 3% | 70% | 30% |
| Source: Telephia Audience Measurement Report UK (Q3 2006) | |||
Reza Chady, managing director Europe, Telephia, said: “The big broadcasting brands in the UK have extended their footprint to reach the mobile population, and the strategy is clearly working.
“Consumers are tapping into three screens – television, PC and mobile phone – for their news and entertainment. Broadcasters must develop an integrated strategy across the three screens to reach, maintain and expand their audience.”
Recent research from Ovum said that European mobile TV operators may have to consider advertising supported offerings, as it is uncertain whether consumers will be willing to pay for services (see Mobile TV Providers Could Have To Consider Ad Supported Models).
Meanwhile, in the US, Analysys predicts that non-voice services will account, on average, for 13.3% of total service revenues for US mobile operators in 2006 and this is set to grow to 24.5% by 2011 (see Entertainment To Drive US Mobile Data Revenues).