More Watching Mobile TV; Price Hampers Growth: Study

By Lisa Johnston On Apr 23 2012 - 4:01am

TORONTO — The number of users interested in a multi-screen video service is up from last year, according to an independent study commissioned by Quick- Play Media, but fear of cost is still the biggest reason why people won’t try it.

The “2012 Market Tools” survey reported that 57 percent of respondents are interested in a multi-screen video service, up from 48 percent in 2011.

Of the respondents, 35 percent said they have tried a mobile TV and/or video service, while 27 percent said they currently use these services. Seventy-two percent of these current users have been using it for a year or less, and 81 percent of them said they watch more than they did a year ago.

For those who haven’t tried mobile TV service, 32 percent said they thought it would be too expensive, while 22 percent said they didn’t think their phone would support it.

The home topped the list of where users most commonly watch mobile programming (48 percent), followed by “between activities” (13 percent), at work (10 percent), while in transit (8 percent) and while waiting in line (8 percent).

Nearly two-thirds (63 percent) use their phones for mobile TV/video services, while 33 percent use tablets.

If a consumer has a tablet, there’s an excellent chance he’s used it to watch mobile TV or video: 91 percent of tablet owners said they’ve watched a TV program or movie. This is up from 68 percent in 2011.

More respondents preferred a subscription service (38 percent) for mobile TV and video services over a pay-per-episode (13 percent) or a pay-per-season (5 percent) payment model.

TV services tied with over-the-top (OTT) as the primary provider of mobile content, both at 34 percent. Mobile operators were 28 percent.