Demand for content on mobile electronic devices is real and an integral part of the next generation’s viewing behaviour according to a new survey of US online video viewers’ device preferences.
The survey released by premium entertainment channel, video-on-demand (VOD) and online service provider EPIX looked into device preference for content consumption and confirmed not only a significant uptake in the use of mobile devices for watching movies but also that PCs have fully emerged as a commonly used means for movie viewing.
Specifically, seven out of eight respondents indicated that they watch movies on computers and more than half (51%) of online streamers/downloaders also watch movies monthly on premium channels. And as an indication of how people will consume movies on TV, especially younger viewers, 26% of all streamers/downloaders and a third of the 25-34 year-old age group say they stream movies on broadband-enabled TVs. Furthermore, 44% of online video viewers utilise Internet Blu-ray players connected to TVs to watch movies.
In addition the survey showed that there was strong intent for people to purchase mobile devices. Over half (53%) said they would purchase another broadband-enabled device such as a tablet, netbook, laptop or desktop computer and over a quarter (26%) intend to get a mobile phone with Internet access over the next 12 months.
The younger audience was not surprisingly, most keen to view mobiles over mobile. Specifically, the survey showed that viewers between the ages of 25 to 34 are significantly more likely’ to use video-capable iPods (24%), iPads and tablet computers (21%), smartphones (21%) and netbooks (15%) to watch movies than viewers between 35 to 64 years old.
To Mark Greenberg, president and CEO of EPIX, the results offer huge potential: “The study illustrates the fact that consumers are increasingly accessing entertainment content wherever and whenever it is available and underscore the growing opportunities.”