Tablet adoption continues to drive consumer demand for mobile video services. A recent European survey by Orange found that close to 40 per cent of European tablet users are watching TV shows on tablets. In addition, Boston Consulting Group research found that tablet users around the world spend 35 per cent more time consuming video, games, and music than non-tablet users. QuickPlay’s Nov 2011 survey of U.K. consumers revealed very similar results. The big picture is clear; tablets are dramatically changing TV viewing behavior.
The survey revealed some very encouraging trends regarding the accelerating growth of Mobile TV adoption and usage in the U.K. Among the major findings, the primary location for consuming TV shows on both mobile and traditional devices has remained relatively stable.
Home is the place: Home is the primary venue for consuming mobile TV in the U.K. The second most commonly reported location for viewing mobile video was while commuting.
- 68 per cent of mobile TV consumers most often watch mobile TV at home
- 39 per cent of mobile TV consumers watch mobile TV while commuting
Changing TV consumption pattern:More than half the survey respondents use mobile devices such as smartphones and tablets to watch TV. A very high majority of mobile TV users reported watching more TV on mobile devices than they did a year ago. Moreover, mobile TV users are watching multiple shows on multiple devices simultaneously.
- Over 50 per cent of respondents are using mobile devices to watch TV
- 76 per cent of mobile TV users indicated that they are watching more TV on mobile devices than a year ago
- About 42 per cent of mobile TV users reported watching multiple shows on multiple devices simultaneously.
- 20 per cent of tablet users reported watching more than an hour of uninterrupted premium video on their tablet
Mobile TV preferences:When questioned regarding additional features for mobile TV services the majority of mobile TV users most want the option to download content for later viewing. This was followed closely by pause-and-resume viewing capability. However, when mobile TV users were questioned regarding preferred format for viewing mobile TV, they most preferred to access TV on demand for immediate viewing rather than live programming or downloading for later viewing.
- 44 per cent of mobile TV users most prefer to watch programs on demand for immediate viewing
- 57 per cent of mobile TV users would most like their mobile TV service to offer the feature of downloading shows to their device
- 53 per cent of mobile TV users would also like the pause and resume play capability
Expectations are increasing: As the market matures, consumer expectations for content and quality of experience continue to increase. Mobile TV users surveyed expressed a clear expectation of heir TV service providers and mobile operators to continue to invest in mobile TV services.
- Close to 80 per cent of mobile TV consumers want mobile operators to invest more to improve the quality of Mobile TV service
- 75 per cent of respondents also indicated that TV service providers should invest more in their mobile TV service
Analysts like Gartner estimate a robust global growth of tablets. This growth provides significant opportunities for UK TV service providers and mobile operators. By actively enhancing their mobile video services mobile operators and TV service providers can protect and grow their subscriber base while increasing customer loyalty and driving revenue to the bottom line.
