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UK Survey Shows High Level of Interest Among Consumers in Multi-Screen Viewing of TV & Movies
Independent Study Reveals Mobile TV and Video Adoption and Interest Continues to Rise
- 55% of respondents have an interest in multi-screen services that let them watch a programme on one device and then seamlessly switch to watching it on another
- Steady increase in usage with 56% of consumers having watched TV or videos on their mobile phone, an increase from the 48% reported in the 2009 consumption behaviour survey
- The speed of adoption of mobile video services is accelerating with 70% of current mobile TV and video users becoming adopters in the last 12 months
- Perceived cost continues to be the main barrier to service adoption with 68% of consumers stating price as the number one reason they have not tried a mobile TV or video service, an increase from the 50% reported in 2009
Toronto, ON — February 15, 2010
QuickPlay Media, the premier provider of solutions that manage the business of mobile video, today revealed the results of an independent Market Tools survey focused on mobile TV and video consumption in the United Kingdom. Conducted with current mobile subscribers, the study reflects a strong consumer desire for multi-screen TV viewing capabilities, with 55 per cent of survey takers showing an interest in services that allow them to seamlessly switch the viewing of programmes between multiple devices, such as PCs and smartphones.
The research further indicates that consumer adoption of mobile TV and video services is growing, with 56 per cent of respondents having viewed content on their mobile device, up from 48 per cent in 2009. The study also found that enthusiasm for mobile TV and video is continuing to increase with 55 per cent of respondents expressing interest in viewing TV or video on their mobile device, an increase from 51 per cent in 2009.
Building on the findings above, the research reveals that adoption of mobile TV and video services is gaining momentum, with 70 per cent of current mobile TV or video users having become adopters in the last 12 months and 41 per cent in the past six months.
"It is clear that the speed of mobile TV and video adoption is growing rapidly, a trend which is in line with our own results from the past year," said Wayne Purboo, president and CEO, QuickPlay Media. "This research also points to another vital trend that we are seeing in the marketplace - our clients are becoming increasingly interested in solutions that enable them to offer consumers high-quality, integrated multi-screen experiences while addressing critical issues like digital rights management (DRM)."1
Despite the growing interest in mobile TV and video services the study found that awareness continues to be an issue. Specifically, 51 per cent of respondents do not know if their mobile operator offers a mobile TV or video service and 64 per cent are unaware of whether or not their favourite programmes are available through their mobile TV/video service. Misconceptions are also problematic, especially when it comes to pricing; 68 per cent of respondents stated that perceived cost is the biggest reason they have not yet tried a mobile TV or video service, up from 50 per cent in 2009, a fact which may be further exacerbated by the current economic malaise.
When it comes to content viewing preferences, 53 per cent of respondents stated that they would be interested in a mobile TV service that allowed them to watch their favourite content when offline from anywhere. As a testament to this predilection, of those currently using mobile TV and video services, 32 per cent stated that they do so whilst in transit (i.e. on bus or other public transit), 23 per cent in between other activities, 16 per cent at home, 11 per cent at work and 11 per cent while travelling (i.e. on an airplane). These findings also reflect the consumer's preference for 'snacking' on content, with respondents stating they may be more likely to watch a full TV programme (55%) or movie (56%) on a mobile device if they could pause and resume playback at another time.
"What this research shows us is that consumers are not only interested in mobilizing their entertainment experience, but also in having the freedom to enjoy their favourite programmes and movies around their daily schedules, even when offline. These findings are consistent with the trends we have seen since launching our PrimeTime2GoTM premium mobile TV service," added Purboo.
Further noteworthy findings of the survey include:
- Continued adoption of multimedia-enabled PDAs and smart phones with 30 per cent of respondents currently using such a device, up from 22 per cent in 2009.
- Of those respondents who have watched a movie on their mobile device, 55 per cent have spent at least 31 minutes of uninterrupted time doing so while 35% have viewed for more than 60 minutes.
For full details on the survey results, please contact Doug Fraim at fama PR via email at quickplay@famapr.com.
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 them online at www.quickplay.com or on Facebook at www.facebook.com/quickplaymedia. Interested parties can also follow QuickPlay Media on Twitter at @quickplaymedia.
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