News

Survey of Mobile Customers Reveals 'Tipping Points' for Mobile TV and Video Adoption

LONDON-(Business Wire)-June 18, 2008 - QuickPlay Media, a leading provider of mobile TV and video solutions, has today revealed the results of an independent Market Tools survey focused on mobile TV and video consumption in the UK. The research found that there are several barriers preventing people from consuming TV and video content on their mobile phones, including a lack of awareness of the mobile TV and video services offered (44%) and cost (33%) - the latter, a barrier that is set to erode as 'all-you-can-eat' data plans become more prevalent in the market place.

The demand for consumers to watch mobile TV is there, with 65 percent of respondents stating that they are willing to spend time watching an advertisement if it meant that the mobile TV or video content they consume is free or discounted. On the other side of the coin, if mobile TV and video were to be charged for, 22 percent said that they would prefer a pay-per-use business model and 13 percent outlined a preference for an additional monthly subscription that would deliver the content without advertisements.

"Operators across the world have invested heavily in improving their network structures to handle high-speed data transfer, but as an industry it seems that we are challenged by the last hurdle in marketing and selling these innovative data-based services to the public. There is a clear lack of awareness by end-users about what services they can enjoy, and what it will cost them to start watching," commented Wayne Purboo, CEO of QuickPlay Media. Purboo added "The survey shows that perceived cost is a key barrier to mobile TV and video consumption in the UK so one option for operators and content owners is an advertising-based mobile TV and video offering - a solution that we have successfully rolled out with some of our customers in other parts of the world. Furthermore, the shift by European operators to offer unlimited data packages will start to remove the barriers for consumers to test and adopt data-based services such as mobile TV and video."

Two in five people have watched TV and video content on their mobile phone, with many now regularly using such services. 18 percent of those that have tried a mobile TV and video service watch on a weekly basis, with more than a third watching almost on a daily basis.

For consumers that are currently using mobile TV and video, the research highlights that as many as 46 percent have used it at home, an interesting statistic considering that consumers have other platforms available to them, such as TV and computers, to consume TV and video content. In relation to this, 30 percent stated that they would watch mobile TV and video in between activities and 28 percent said it was a service that they used while in transit.

Other interesting findings of the survey include:

— As many as 33 percent have watched TV or video on their mobile for up to 60 minutes or longer

— 41 percent of those surveyed 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, on a mobile device

— 72 percent do not recall having viewed advertisements on their mobile handset. For those that had 53 percent said these were received as SMS/text ads, and 34 percent said that they were video ads

When compared against the results of a US study of mobile consumers with comparable demographic profiles the results were very similar suggesting that habits and preferences of consumers, as well as the maturity of both markets, reflect each other.

For full details on both the UK and US survey results please contact Maria Hudson at Hotwire on 020 7608 4652 or via email at quickplay@hotwirepr.com.

About QuickPlay

QuickPlay provides content management and service delivery solutions for mobile television and video services. The QuickPlay OpenVideo(TM) platform offers maximum flexibility and streamlined application integration for mobile operators, media companies and technology partners. The platform powers mobile video services for 13 major mobile operators in North America and Europe, providing both live and on-demand content from more than 150 different media companies. OpenVideo works in many different mobile content ecosystems, seamlessly operating with major search, advertising, billing and user interface frameworks. QuickPlay Media Inc. has offices in Toronto, San Francisco and London. For complete information, please visit www.quickplay.com.

Send this news item to a friend.

Print This Page