Mobile TV Hampered By Perceived Cost: Survey
58% of Respondents Who Have Not Tried Mobile Video Cite Cost as Factor
By Todd Spangler -- Multichannel News, 3/10/2009 6:33:00 AM
The perceived cost of mobile TV and video services continues to be the No. 1 reason consumers say they haven't tried them, according to a recent survey.
Of those who have not tried a mobile TV and video service, 58% said the perceived cost represents the biggest barrier to adoption, according to a survey commissioned by QuickPlay Media, a Toronto-based provider of mobile TV and video services. The online survey of approximately 1,000 U.S.-based mobile subscribers between 18 and 35 was conducted by research firm MarketTools.
The survey also found that 48% of mobile subscribers would be more likely to subscribe to a voice-and-data plan if a set amount of basic video content was included in the package for no extra cost (e.g., free movie trailers or comedy clips).
The number of people watching TV and video content on their mobile devices -- 35% of wireless subscribers -- remained steady from 2008 to 2009.
Overall, 55% of respondents said they are interested in mobile TV and video, and 78% said they expect an increase in usage by 2010. In addition, 46% are aware that their carrier offers a mobile TV or video service, up from 35% on 2008's survey.
The survey found that 30% of consumers watch TV and video on their mobile device when at home, up from 11% in 2008. Consumers also continue to show a preference for "snacking" on content, according to the survey, instead of setting aside dedicated viewing times. For example, 25% of respondents view content in between daily activities, 16% while in transit and 11% while waiting in line.
Of those who watch mobile TV and video, 45% said they have spent 11 to 30 minutes watching a TV show or movie on their mobile phone and 30% said they have spent 31 minutes or longer doing so.
No related content found.
VIEW ALL GALLERIES
