Mobility more in demand for TV viewers
Joseph O'Halloran | 13-07-2012
The mobile TV market used to be all dressed up with nowhere to go but research now suggesting that there is real consumers demand to match the content and devices.
In actual fact, according to the research from The Mobile Content Venture (MCV), a joint venture comprising the 12 major broadcast groups that operate the Dyle mobile TV service, almost 7 out of 10 respondents said live mobile TV would increase the amount of television they watch. Further adding evidence to the proposition that mobile TV consumption is additive, the survey revealed that 85% of consumers have watched live TV in the past month.
In terms of how and where mobile TV services will be used, the survey found that respondents cited killing time while waiting (85%), entertainment while in transit (76%), entertaining kids in the car (74%), as an additional TV at home (63%), staying connected at sporting events (53%) at the gym (52%), and sneaking some TV time at work (44%). On the other hand, the most anticipated types of programming to be viewed on live mobile TV by respondents include: local news and weather (81%), movies (79%), national news (75%), sitcoms (69%), sports (66%), children's cartoons (65%), drama (64%) and reality shows (53%).
Yet the survey showed that the key to mobile TV proliferation is, and effectively always has been since the launch of the iPhone, device availability and over half of consumers would consider watching mobile TV on smartphones and tablets. In addition, just over three-fifths (61%) share: 61% of consumers would be somewhat or very likely to switch mobile phone providers to get mobile TV.
"These results show that live TV remains an important part of people's lives," said Salil Dalvi and Erik Moreno, Co-General Managers of the Mobile Content Venture. "As people upgrade to smartphones and tablets, live TV is a must-have service. Whether you are a wireless carrier or a cable/satellite operator, it seems clear that enabling the 'living room experience' on the go can be a smart business opportunity. The exciting part of all of this is that the technology to deliver this experience in a truly scalable way is finally here."