|[April 11, 2012]
U.S. Survey Finds TV Everywhere Hitting Mainstream, with 57% of Respondents Interested in Multiscreen Viewing
TORONTO --(Business Wire)--
Media, Inc., the leading provider of managed solutions for the
distribution of premium video to IP-connected devices, today revealed
the results of its annual independent Market Tools survey focused on
mobile TV and video consumption in the United States. Conducted with
current U.S. 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.
Strong Consumer Interest in Mobile TV and Multiscreen Services
The 2012 Market Tools survey found increased interest and adoption of
mobile TV and multiscreen services with 57 percent of respondents
reporting that they are interested in a multiscreen video service, up
from 48 percent in 2011.
35 percent of respondents reported trying a mobile TV and/or video
service, with 27 percent of respondents reporting they currently use
mobile TV and/or video services. Of the current users:
72 percent have been mobile TV and video users for a year or less; and
81 percent of users indicate that they watch more mobile TV and/or
video on their mobile phone or tablet than a year ago.
The survey showed a high level of usage and changing preferences for
mobile programming. 43 percent of current users consume mobile TV and
video at least once per week with 23 percent of users reporting daily
usage. In addition:
48 percent of current users most often use the service at home, far
more than other reported locations: "between activities" (13 percent),
at work (10 percent), while in transit (8 percent) and while waiting
in line (8 percent).
38 percent of current users report TV episodes as their most
frequently watched programming, followed by sports at 28 percent and
news at 19 percent.
51 percent of current users expressed a preference for live programing
for sports 30 percent) and TV episodes (21 percent), whereas 34
percent prefer an on-demand format.
The Role of the Tablet and WiFi (News - Alert) in Mobile Entertainment
For those who currently use mobile TV and/or video services, 63 percent
use mobile phones and 33 percent use tablets as their primary device for
watching mobile video content. In addition:
91 percent of those respondents who own an iPad or similar tablet
device have watched a TV program or full-length movie on their tablet,
up from 68 percent in 2011; and
75 percent who are tablet owners who have viewed full-length content
have a WiFi-only device, which is how most users indicated they access
their mobile TV or video content.
Bundled Services are the Most Popular Payment Option for Mobile
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:
51 percent of those who currently use a mobile TV and/or video service
pay for it as part of a service bundle from their provider;
31 percent of current mobile TV and/or video users report they pay an
additional subscription fee for their service; and
Respondents in general prefer a subscription service (38 percent) for
mobile TV and video services (e.g. unlimited TV programs for a set
monthly fee) compared to a pay-per-episode (13 percent) or a
pay-per-season (5 percent) 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
Competition Heats Up Among Multiscreen Providers
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 percent report it
is their OTT provider, 34 percent report it is their TV service provider
and 28 percent of respondents report it is their mobile operator.
Other noteworthy results from the survey include:
Only 20 percent of respondents recall viewing ads on their device
while using a mobile TV and/or video service. 81 percent of these
respondents highlighted the lack of ad variety as they report seeing
the same ads either played across the entire TV service (47 percent)
or across the individual channel (34 percent).
74 percent of respondents are interested in viewing mobile TV and/or
video channels that integrate social media such as Facebook (News - Alert) or Twitter.
"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," said Wayne Purboo, president and CEO,
QuickPlay Media (News - Alert). "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."
For full details on the survey results, please visit http://www.quickplay.com/2012-survey-results/
About QuickPlay Media
QuickPlay Media is the leading provider of managed solutions for the
distribution of premium video to IP-connected devices. Successfully used
by the world's largest communications and media companies, QuickPlay's
OpenVideo platform provides the most scalable and secure way for
companies to deliver engaging multiscreen entertainment experiences. For
more information, please follow QuickPlay Media on Twitter (News - Alert) at
@quickplaymedia. Interested parties can also follow QuickPlay on
Facebook at facebook.com/quickplaymedia.
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