Multi-screen ‘a turn on’ for consumers
February 14, 2011
QuickPlay Media, the provider of solutions for the distribution of premium video to portable wireless devices, has 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 survey results show strong consumer interest in multi-screen entertainment services.
“This year’s research findings echo QuickPlay’s experiences over the past year with increased demand from our customers for scalable solutions that enable them to offer subscribers increasing control of how and where they access TV programmes and movies.”
The multi-screen entertainment experience is in high demand with 58 per cent of respondents expressing interest in the ability to watch TV programming and/or movies on one device and then seamlessly switch to view the content on another device such as a smart phone, TV, PC or tablet. Of those respondents whose service providers have a multi-screen offering, 39 per cent use it periodically or often.
“The drive for a seamless multi-screen entertainment experience is being fuelled by the global shift in how people are consuming content,” said Wayne Purboo, president and CEO, QuickPlay Media. “This year’s research findings echo QuickPlay’s experiences over the past year with increased demand from our customers for scalable solutions that enable them to offer subscribers increasing control of how and where they access TV programmes and movies.”
According to the survey, consumers in the UK are spending more time watching video content on their mobile device than last year. The survey concluded:
– Of those respondents who have tried/used their operator’s mobile video service, 61 per cent indicated that they now watch more TV and video on their mobile device than they did a year ago.
– Among those who have used their mobile operator’s video service, 64 per cent state that they do so at least once per week.
– Specifically, 22 per cent of mobile TV and/or video service users watch programmes almost every day compared to 7 per cent a year ago;
– 42 per cent use the service at least once per week compared to 11per cent in 2010; and
– 62 per cent of respondents who use mobile TV and/or video services have been using them for less than a year, indicating that adoption is accelerating.
– While interest in mobile TV and/or video services is strong, general awareness of available services continues to be an issue, with nearly 50 per cent of respondents stating they were unsure if their mobile operator offers such a service. Awareness of these services is expected to improve as providers increase marketing and promotions around these services.
– Perceived cost continues to be the top barrier to service adoption with 57 per cent of consumers citing price as the number one reason they have not tried a mobile TV or video service, this is an improvement from the 68 per cent who reported price as their top barrier in 2010.
– The most popular places to watch mobile TV and/or video are while in-transit (27 per cent), at home (25 per cent) and in between activities (16 per cent). At home usage saw the greatest changes with only 16 per cent of respondents in 2010, reporting that the most frequently viewed mobile video at home. This may reflect the proliferation and use of tablet devices in the home.
-The most popular types of content that respondents watch on mobile TV and/or video services are sports (30 per cent) and news (25 per cent), followed by movies (16 per cent) and TV episodes (15 per cent).