Survey Confirms Preference among Mobile TV and Video Viewers to "Snack" on Content as Well as Growing Interest in Free, Ad-Supported Model
Las Vegas, NV, CTIA Booth #4544 — April 1, 2008
QuickPlay Media, the leader in mobile TV and video solutions, today revealed the results of a national survey focused on consumer interest and consumption of mobile TV and video content. The online survey of U.S. based mobile phone customers between the ages of 18 and 34 reveals some surprising new results regarding the viewing habits and preferences of today’s consumers.
While the majority of wireless carriers now offer a mobile TV and/or video service, the survey shows that 47 percent of consumers do not know whether or not their carrier offers such a service. “Mobile operators have done an excellent job addressing the cost concerns of consumers with the launch of ‘all you can eat’ data plans. Now, with the growing availability of advanced mobile devices, higher speed networks and high-quality mobile TV and video services, carriers have a further opportunity to drive service adoption by increasing marketing promotion of mobile media services,” said Wayne Purboo, president and CEO of QuickPlay Media.
For consumers that are currently using mobile TV and video, the study shows that 71 percent have a preference for mobile content “snacking” versus setting aside dedicated viewing times. Specific points include:
- 41 percent view content in between daily activities, 16 percent while waiting in line and another 14 percent while in transit (i.e. on the bus, or other modes of transportation)
- 31 percent of people who have viewed mobile TV or video indicated that they have spent “less than five minutes” doing so and 58 percent watch mobile TV and video at least 1 to 3 times per month
- 57 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
The study also shows that while “all you can eat” packages are becoming more widespread, they are not the preference for all consumers, many of whom voiced a strong interest in the ad-support model. Specific findings include:
- 43 percent of respondents stated that perceived cost was the number one reason they have not tried mobile TV and video
- 54 percent of respondents said they would be willing to watch a short, targeted advertisement on their mobile device to have free access to mobile TV and video content
“What we see with this survey is consistent with the experiences of our customers —there is a real interest in watching mobile TV and video content as long as content is available in ‘bite size pieces,’” said Wayne Purboo, president and CEO of QuickPlay Media. “It is also evident that while the ‘all you can eat’ model is becoming more common, some consumers would prefer an ad-supported model that does not add to the bottom line of their monthly statement. As a result, we expect to see carriers offering a wider variety of billing models to meet market demands and drive service adoption.”
Other notable findings from the survey include:
- 77 percent of respondents stated that cost was the primary factor when selecting their wireless carrier
- 36 percent of respondents said that cost was the number one reason for switching carriers
- 40 percent of consumers have used one carrier to date and 53 percent said they have been with their carrier for more than two years
- Although much has been written about growth of mobile ads, 83 percent of respondents have not viewed an ad on their mobile device
For more information pls contact Doug Fraim at fama PR at 617-758-4176 or via email at quickplay@famapr.com.
About QuickPlay Media
QuickPlay Media provides content management and service delivery solutions for mobile television and video services. The QuickPlay OpenVideo™ 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.
For more information, please contact:
QuickPlay Media Inc.
Christi Dean
fama PR
617-758-4153
quickplay@famapr.com