Mobile TV prospers in India
April 7, 2014
Vuclip, the independent mobile video and media company, has published the results of a study of Vuclip’s user base conducted by marketing and research firm Millward Brown.
The study revealed that Vuclip’s more than 20 million mobile video consumers in India are largely trending towards mobile devices as their go-to source for content with 81 per cent of metro and 87 per cent of non-metro survey participants identifying mobile phones as a preferred medium. Moreover, 80 per cent, an overwhelming majority, of Vuclip’s consumers report watching videos on their mobile devices at least once every 2-3 days, with more than half opting to watch daily.
The mobile phone has emerged as a strong alternative to traditional entertainment media like television, as most of the Vuclip users surveyed regardless of region, watch videos from home (72 per cent). The most popular genres among participants were movies and music, though in non-metro areas, the popularity of TV shows and lifestyle entertainment videos spikes. It’s notable that there is a growing interest in longer videos on mobile, with most metro users (59 per cent) opting for videos over five minutes in length.
The 2G Internet connection is still the most widely used, making up 73 per cent of non-metro and 58 per cent of metro markets, although metro users report higher usage of 3G networks (24 per cent versus 19 per cent). Samsung and Nokia phones lead in both regions, with the former dominating metro areas and the latter favoured among those polled in non-metro regions.
“The data speaks volumes for the fact that in a very short time, mobile phones have garnered undisputed dominance in terms of content consumption. For a majority of Indian consumers, it’s the only screen, and no doubt, the demand for mobile video will be pushed to new heights in the days to come,” said Vuclip COO Arun Prakash.