New research shows that 70% of active mobile TV subscribers in the UK use the service at least once a week, according to GfK Technology.
GfK says that although the vast majority of these subscribers typically watch mobile TV for less than half an hour at any one time, 38% claim that the typical length of a viewing session is for more than 20 minutes.
The largest reason given by people (51%) for acquiring mobile TV was to ‘have something to do during downtime’. However, 18% stated that the main reason for acquisition was ‘to watch a programme when away from my main TV’ and 10% stated that it was so they can ‘catch a particular programme’.
The three most popular forms of content on mobile TV are ‘News & weather’ (65% watch often or sometimes), ‘Sports’ (56% watch often or sometimes) and music videos (46% watch often or sometimes).
Colin Strong, Director of mobile comms research at GfK Technology commented: “These findings are certainly encouraging and demonstrate that there is a market for mobile TV services.
Strong added: “As a time-filler the proposition of mobile TV is a good one but it is a vulnerable position to have as there are plenty of other activities that can become time fillers. Tapping into the drivers for TV has much more potential for growing the market.”
“This is partly due to the viewer demographic which is somewhat younger and more male than the overall population. But also due to the nature of the medium which will be more appropriate for particular types of content.”
Recent research from Ovum showed that mobile TV is seen as having good potential for growth as it is a service which should have mass appeal across the whole customer base (see Mobile TV Providers Could Have To Consider Ad Supported Models).
Meanwhile, a report from Telephia in October said that primetime viewing for mobile video in the US is in the afternoon and early evening (see US Mobile Video Viewed Most In Daytime).
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