Study Shows Accelerating Adoption and Heightened Consumer Engagement for Mobile TV and Video Services
LAS VEGAS --(Business Wire)-- Mar 23, 2010 QuickPlay Media, the premier provider of solutions that manage the business of mobile video, today revealed the results of its third annual independent Market Tools survey focused on mobile TV and video consumption in the United States. The online survey of U.S.-based mobile subscribers yields some compelling new insights into the evolving viewing habits and preferences of today’s mobile consumer.
The 2010 study indicates high interest in new TV and video entertainment delivery models, particularly multi-screen video services. Specifically, 53 percent of respondents voiced an interest in services that allow them to seamlessly switch between multiple devices, such as PCs and smartphones, when watching programs.
“This research is consistent with what we are seeing in the marketplace,” said Wayne Purboo, president and CEO, QuickPlay Media “For some time now, we have been working with our clients to deliver solutions that enable them to offer a seamless entertainment experience across multiple devices while also managing key business requirements such as content entitlements, digital rights management (DRM) and geographic restrictions.”
The study also shows that 56 percent of respondents are interested in mobile TV and video services, up slightly from 55 percent in 2009. Additionally, while the number of people that have tried their carrier’s mobile TV and video service holds firm at 36 percent, the survey reveals accelerating adoption in the past year. Specifically the study found that 67 percent of those currently watching mobile TV or video began using such services in the last 12 months and 25 percent in the past six months.
Consumer engagement with mobile TV/video services is also on the rise. Most notably, when asked how often they use their carrier’s mobile TV and/or video service in an average month, 20 percent responded almost every day, a striking increase from the 8 percent reported in 2009. Additionally, 31 percent stated that they use the service at least once a week, more than double the 13 percent reported in 2009. These viewing figures may be attributable to growing consumer awareness regarding the content offered by their operator. Specifically, 50 percent of respondents who watch mobile TV/video stated that their favorite network and cable programs are currently available on their particular service.
“Consumers are passionate about their TV programs but expect the freedom to view their shows at a time and place of their choosing,” added Purboo. “Services that deliver a high-quality TV experience with features that enable time and place shifting will drive increased consumer engagement. We have witnessed this firsthand with PrimeTime2Go, our premium mobile TV service. Service subscribers are downloading an average of 18 show episodes per month and enjoying them in a variety of locations, including at home and while travelling on airplanes.”
When it comes to viewing preferences, 56 percent stated that they would be interested in services that allow them to watch their favorite content when offline, from anywhere. Furthermore, while 29 percent of respondents said that they most often watch mobile TV or video at home, this interest in anywhere viewing is reflected by the 17 percent who watch in between activities, 16 percent at work or while in transit (i.e. on the bus, train, etc.) and 15 percent while waiting in line.
Despite encouraging results regarding awareness and engagement, mobile TV/video service adoption still faces hurdles. When users were asked about the biggest challenges they have had with their mobile TV/video service, 27 percent said finding content of interest was difficult. Misconceptions around service costs also prevail, although to a lesser extent than reflected in previous studies. The 2010 survey found that 41 percent of respondents who hadn’t tried a mobile TV or video service cited perceived cost as their primary reason, down from 58 percent reported 2009, potentially attributable to improving economic conditions.
Additional noteworthy findings of the survey include:
* The mobile device is gaining status alongside the TV and computer as a “go-to” entertainment resource, with 61 percent of respondents spending at least 31 minutes of uninterrupted time watching a movie on their mobile device and 24 percent spending more than 60 minutes.
* There is tremendous interest in mobile application stores with 70 percent of smartphone users reporting having downloaded an application to their device. Among those who download applications, 41 percent do so at least once a week.
For full details on the survey results, please contact Doug Fraim at fama PR via email at [email protected].
About QuickPlay Media
QuickPlay Media Inc. is the premier provider of solutions to manage the business of mobile video. Successfully used by the World’s leading communications providers, QuickPlay provides the fastest and most flexible way for companies to deliver mobile video worth watching. QuickPlay is headquartered in Toronto, with sales offices in London and throughout the US. For more information, please visit us online at http://www.quickplay.com or on Facebook at http://www.facebook.com/quickplaymedia. Interested parties can also follow QuickPlay Media on Twitter at @quickplaymedia.