Research Shows Huge Interest In Mobile TV
A new study by Continental Research has revealed a huge interest in mobile TV services, with around 2 million adults claiming to have watched TV programmes via their mobile phone, while another 1 million want to do so.
The research firm’s survey sampled 2,135 adults, asking which devices, apart from the traditional TV set, they had ever viewed TV on. Over 10% claimed to have ever viewed TV via the internet, while 4% claimed to have watched TV via a mobile phone.
The survey showed adoption of the new technology to be highest amongst younger generations, as well as highlighting men as more likely to have experienced TV viewing through alternative devices.
Explaining the findings, Jon Beaumont, director at Continental Research, said: “Interestingly, there seems to be some social class bias, with ABC1s most likely to have viewed TV via the internet, but C2DEs more likely than ABC1s to have viewed TV via their mobile phone.
“The mobile phone appears to be slightly more inclusive across the whole demographic spectrum. For example, there is a male bias to viewing TV via the internet that does not exist for viewing via mobile phone.”
In addition to questions on current viewing habits, respondents were asked which devices they were interested in watching TV through at the times when they couldn’t watch through a normal TV. 17% of all adults expressed an interest in watching TV via the internet, while 6% were interested in watching TV via their mobile phone.
Beaumont added: “Interest is likely to rise as people’s awareness and knowledge of the available services increases. At the moment that knowledge is minimal. However, this is changing rapidly.”
Both BSkyB and Channel 4 have announced the launch of mobile TV services in the last few weeks, operating via the 3G services of the Vodafone and Orange networks (see Channel 4 First Terrestrial Station To Offer Mobile TV).
Meanwhile, on the Internet, the BBC has entered the second phase of its online TV trials (see BBC Enters Second Phase Of Web TV Trial), while Sky aims to launch its broadband sports and movie service by the end of the year (see Sky To Provide Content Via Internet Downloads).
Continental Research: www.continentalresearch.com