Although tablets are driving increased at-home viewing and extended viewing time, smartphones still remain the primary device for mobile video consumption, according to QuickPlay Media, the provider of managed solutions for the distribution of premium video to IP-connected devices
The findings are featured in the annual independent Market Tools survey focused on mobile TV and video consumption in the United States. Conducted with current US 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.
The 2012 Market Tools survey found increased interest and adoption of mobile TV and multiscreen services with 57 per cent of respondents reporting that they are interested in a multiscreen video service, up from 48 per cent in 2011. Thirty-five per cent of respondents reported trying a mobile TV and/or video service, with 27 per cent of respondents reporting they currently use mobile TV and/or video services. Of the current users:
In terms of viewing preferences, the survey showed a high level of usage and changing preferences for mobile programming. Forty-three per cent of current users consume mobile TV and video at least once per week with 23 per cent of users reporting daily usage. In addition:
For those who currently use mobile TV and/or video services, 63 per cent use mobile phones and 33 per cent use tablets as their primary device for watching mobile video content. In addition:
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:
Respondents in general prefer a subscription service (38 per cent) for mobile TV and video services (e.g. unlimited TV programmes for a set monthly fee) compared to a pay-per-episode (13 per cent) or a pay-per-season (5 per cent) payment model.
Cost is the primary barrier of usage for mobile TV and video services, according to those who haven’t tried a mobile TV/video service (32 per cent).
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 per cent report it is their OTT provider, 34 per cent report it is their TV service provider and 28 per cent of respondents report it is their mobile operator.
Other noteworthy results from the survey include:
“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,” advised 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.”