A new survey has revealed that US consumers are confident in the uptake of mobile TV and video, with 78% expecting an increase in usage by 2010.
According to the results of QuickPlay Media’s second annual independent Market Tools survey, the number of people watching TV and video content on their mobile device has remained steady from 2008 to 2009 at 35%.
The online survey of approximately 1000 US-based mobile subscribers between the ages of 18 and 35 also found that perceived cost continues to represent the biggest barrier to adoption, with 58% indicating that it is the number one reason they have not viewed TV and video on their mobile phone.
Wayne Purboo, president and CEO of QuickPlay Media, said: “These results corroborate other recent research from IDC and Nielsen, both of which provide strong indication that the mobile TV and video industry is gaining momentum.
“In 2008, we saw our customers introduce innovative pricing options designed to connect consumers with high-interest premium content and increase their marketing efforts. Looking ahead, we expect to see wireless carriers continue on this path as they work to grow adoption and the associated revenues of mobile entertainment services.”
The results also show that:
- 25% respondents view content in between daily activities, 16% while in transit (ie on the bus, etc.) and 11% while waiting in line.
- 66% said they would consider the ability to pause and resume content a deciding factor in whether or not they would watch longer forms of content, such as a full length movie. This number represents an increase from the 57% figure reported in the 2008 survey.
- Of those watching mobile TV and video, 45% have spent 11 to 30 minutes watching a TV show or movie on their mobile phone with 30% having spent 31 minutes or longer doing so. Additionally, 21% are using mobile TV and video services more than once a week.
The the Mobile Entertainment Forum recently published its top 10 predictions for 2009, which forecast that this year would see mobile video take-off (see Ofcom Plans New Public Service Channel To Rival BBC).
ABI Research, meanwhile, forecast that the approaching switchover digital television broadcasting in the US, UK, and other major countries will create an unprecedented opportunity for the mobile TV market (see Mobile TV market to benefit from digital switchover).
ABI said that following the switchover, traditional and mobile TV broadcasters and cellular operators in many regions will launch mobile TV services attracting over 500 million viewers by 2013.
