QuickPlay Media, a provider of solutions that manage the business of mobile video, have published the results of an independent Market Tools survey focused on mobile TV and video consumption in the UK. 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 marketplaceâ€”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).”
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 did not know if their mobile operator offered a mobile TV or video service and 64 per cent were unaware of whether or not their favourite programmes were available through their mobile TV/video service.