Tablets drive increased at-home viewing and extended viewing time, yet smartphones remain primary device for mobile video consumption
Toronto, ON — April 11, 2012
QuickPlay Media, Inc., the leading provider of managed solutions for the distribution of premium video to IP-connected devices, today revealed the results of its annual independent Market Tools survey focused on mobile TV and video consumption in the United States. Conducted with current U.S. mobile subscribers, the survey results show growing interest in multiscreen services, with the smartphone continuing to be the primary device for consumption of mobile video. However, tablets continue to drive extended viewing of long-form video entertainment.
Strong Consumer Interest in Mobile TV and Multiscreen Services
The 2012 Market Tools survey found increased interest and adoption of mobile TV and multiscreen services with 57 percent of respondents reporting that they are interested in a multiscreen video service, up from 48 percent in 2011.
35 percent of respondents reported trying a mobile TV and/or video service with 27 percent of respondents reporting they currently use mobile TV and/or video services. Of those users:
- 72 percent have been mobile TV and video users for a year or less; and
- 81 percent of users indicate that that they watch more mobile TV and/or video on their mobile phone or tablet than a year ago.
The survey showed a high level of usage and changing preferences for mobile programming. 43 percent of current users consume mobile TV and video at least once per week with 23 percent of users reporting daily usage. In addition:
- 48 percent of current users most often use the service at home, far more than other reported locations: “between activities” (13 percent), at work (10 percent), while in transit (8 percent) and while waiting in line (8 percent).
- 38 percent of current users report TV episodes as their most frequently watched programming, followed by sports at 28 percent and news at 19 percent.
- 51 percent of current users expressed a preference for live programing for sports (30 percent) and TV episodes (21 percent), whereas 34 percent prefer an on-demand format.
The Role of the Tablet and WiFi in Mobile Entertainment
For those who currently use mobile TV and/or video services, 63 percent use mobile phones and 33 percent use tablets as their primary device for watching mobile video content. In addition:
- 91 percent of those respondents who own an iPad or similar tablet device have watched a TV program or full-length movie on their tablet, up from 68 percent in 2011; and
- 75 percent who are tablet owners who have viewed full-length content have a WiFi only device, which is how most users indicated that they connect to access their TV or video content.
Bundled Services are the Most Popular Payment Option for Mobile Video
Bundled services are the primary payment mechanism for mobile TV and video services with most respondents preferring subscription models to pay-per-use pricing models:
- 51 percent of those who currently use a mobile TV and/or video service pay for it as part of a service bundle from their provider;
- 31 percent of current mobile TV and/or video users report that they pay an additional subscription fee for their service; and
- Respondents in general prefer a subscription service (38 percent) for mobile TV and video services (e.g. unlimited TV programs for a set monthly fee) compared to a pay-per-episode (13 percent) or a pay-per-season (5 percent) payment model.
Cost continues to be the primary barrier of usage for mobile TV and video services, according to those who haven’t tried a mobile TV/video service (32 percent).
Competition Heats Up Among Multiscreen Providers
The study provided a clear indication of the growing role of Over-the-Top (OTT) providers as competitors to established mobile operators and TV service providers. When asked who they use as their primarily provider for mobile TV and video services 34 percent report it is their OTT provider, 34 percent report it is their TV service provider and 28 percent of respondents report it is their mobile operator.
Other noteworthy results from the survey include:
- Only 20 percent of respondents recall viewing ads on their device while using a mobile TV and/or video service. 81 percent of these respondents highlighted the lack of ad variety as they report seeing the same ads either played across the entire TV service (47 percent) or across the individual channel (34 percent).
- 74 percent of respondents are interested in viewing mobile TV and/or video channels that integrate social media such as Facebook or Twitter.
"As the market matures, consumers are increasing both their consumption of mobile video and the number of devices on which they access entertainment. This demand presents a significant opportunity for TV service providers to grow their customer base by offering multiscreen services in attractive bundles,” said Wayne Purboo, president and CEO, QuickPlay Media. “However, to manage the complexities of delivering high volumes of content across a broad array of devices, we are seeing a growing number of providers looking for managed service options in order to do so securely and cost effectively."
For full details on the survey results, please visit:
About QuickPlay Media
QuickPlay Media is the leading provider of managed solutions for the distribution of premium video to IP-connected devices. Successfully used by the world’s largest communications and media companies, QuickPlay’s OpenVideo platform provides the most scalable and secure way for companies to deliver engaging multiscreen entertainment experiences. For more information, please follow QuickPlay Media on Twitter at @quickplaymedia. Interested parties can also follow QuickPlay on Facebook at www.facebook.com/quickplaymedia.
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QuickPlay Media Inc.