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QuickPlay Media

UK Mobile TV and Video Survey 2011 Summary

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Research Summary Mobile TV and Video Survey


The fourth annual independent Market Tools study focused on consumer interest and consumption of mobile TV and video content reveals some interesting trends regarding the mobile TV/video viewing habits and preferences of todays consumers. The survey was conducted via Zoomerang, an online survey services conducted provider, and polled UK-based mobile phone subscribers between the ages of 18 and 44. based

Key Findings
The multi-screen entertainment experience is in high demand screen 58 per cent of respondents expressed interest in the ability to watch TV programming and/or movies on one device and then seamlessly switch to viewing on another device such as a smart phone, PC or tablet. Of those respondents whose service providers have a multi multi-screen offering, 39 per cent use it periodically or often. Survey respondents are watching more TV and video on their mobile devices than they did a year ago Of those respondents who have tried/used their operator mobile video service, 61 per cent indicated that operators they now watch more TV and video on their mobile device than they did a year ago. (Figure 1) device Do you agree/disagree with the following statement: "I watch more TV and video on my mobile device than I did one year ago."
35% 35% 30% 25% 17% 20% 15% 10% 5% 0% Strongly agree Agree Neither agree or disagree Disagree Strongly disagree 11% 10% 26%

Figure 1

Survey respondents are watching more mobile TV/video more often, and adoption is accelerating e Among those who have used their mobile operators video service, 64 per cent state that they do so at least once per week. (Figure 2) How often did/do you use your operator's mobile TV and/or video service in an average month?

30%

22% Almost every day At least once a week

7% 42%

5 - 9 times per month Tried it once

Figure 2 22 per cent of mobile TV and/or video service users watch programmes almost every day which represents a huge increase compared to 7 per cent a year ago (Figure 3) ago.

Watching programmes almost every day

7% 2010

22% 2011

0%

5%

10%

15%

20%

25%

Figure 3

42 per cent of respondents use their mobile TV and/or video service at least once per week compared to 11 per cent in 2010. (Figure 4)

Watching programmes at least once per week

11% 2010

42% 2011

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Figure 4 f 62 per cent of respondents who use mobile TV and/or video services have been using them for less than a year, indicating that adoption is continuing to accelerate. (Figure 5)

How long have you been a mobile TV and/or video user?

Less than 6 months 28% 25%

34%

Between 6 months and 1 year Between 1 and 2 years 9% 3%

Between 2 and 3 years More than 3 years 0%

5%

10%

15%

20%

25%

30%

35%

Figure 5

Mobile TV/video challenges (consumer) While interest in mobile TV and/or video services is strong, general awareness of available offerings continues to be an issue, with nearly 50 per cent of respondents unsure if their mobile operator offers such services. This low level of awareness is expected to improve as providers continue to increase marketing promotions cted around these offerings. (Figure 6)

Does your current mobile operator offer a mobile TV and/or video service?

30% 47% Yes No 23% I don't know

Figure 6 Perceived cost continues to be the top barrier to service adoption with 57 per cent of consumers citing price as the number one reason they have not tried a mobile TV or video service, an improvement from the 68 per an cent who reported price as their top barrier in 2010. (Figure 7)

If you have not tried your operator's mobile TV and/or video service, what is the biggest reason why?
57% 60% 50% 40% 30% 20% 10% 0% Think it will be too expensive Other Mobile phone doesn't support it Don't know Not enough Friends tried if service is quality it and didn't available to content like it me 17% 12% 9% 3% 3%

Figure 7

Respondents want DVR-like capabilities! (Figure 8) like


If your mobile TV and video service offered DVR DVR-like features such as the ability to pause a TV programme or movie and resume watching it at a future time -- without starting from the beginning -- would you be more interested in watching a full programme?

75% Yes

25% No

0%

10%

20%

30%

40%

50%

60%

70%

80%

Figure 8 Where are survey respondents watching mobile TV/video? le The most popular places to watch mobile TV and/or video are while in transit (27 per cent), at home (25 per cent cent) and in between activities (16 per cent At home usage saw the greatest changes with only 16 per cent of cent). respondents in 2010 which may reflect the proliferation and use of iPads and tablet devices in the home. (Figure 9) Where do you most often watch mobile TV and/or videos?
While in transit (i.e. on the tube, bus or other public transport) 27% At home

2% 1% 9% 14% 6%

In between activities 16% 25% Other

At work

Figure 9

What are survey respondents watching? The most popular types of content that respondents watch on mobile TV and/or video services are sports (30 per cent) and news (25 per cent), followed by movies ( per cent) and TV episodes (15 per cent). (Figure 10) ), (16 15
What category of video/TV programming do you watch most frequently on your mobile device?

30% 30% 25% 25% 20% 15% 10% 5% 0% Sports News Movies TV episodes Other 16% 16%

15%

Figure 10 Mobile TV/video challenges (provider) 32 percent of respondents report that they have obtained TV programming or movies to view on their mobile device from a company other than their TV service provider or mobile operator, pointing to a broader set of competitive alternatives that these companies face in 2011. (Figure 11)
Have you obtained content such as movies or TV episodes for viewing on your mobile device through a source other than your TV service provider or mobile service operator (e.g. LoveFilm, SeeSaw, YouTube etc)?

32%

No 68% Yes

Figure 11

Building on the threat of alternative entertainment sources for TV service providers and mobile operators, 56 operators per cent of respondents have no preference from where they get their mobile TV or video service while 26 per cent would choose their TV service provider and 16 per cent would choose their mobile operator (Figure 12) se ose

I would prefer to get my mobile TV and/or video service from the following source:
56% 60% 50% 40% 30% 20% 10% 0% No preference TV service provider Mobile operator Other 2% 26% 16%

Figure 12 The immediate popularity and advanced capabilities of iPads and similar tablet devices led to significant adoption in 2010, with 12 per cent of respondents having purchased one. Of this group of respondents, 59 per cent have watched a TV programme or full-length movie, and 44 per cent length watched more than 31 minutes of uninterrupted programming on the device. This provides further evidence that iPad and tablet owners are heavy users of entertainment services. (Figure 13)

Have you watched a TV programme or a full full-length movie on an iPad or similar tablet device?

59% Yes

41% No

0%

10%

20%

30%

40%

50%

60%

Figure 13

Of those who have watched a full-length movie on their mobile device, 43 per cent have spent more than one length hour of uninterrupted time doing so, which is up from 35 per cent in 2010. (Figure 14) ,
What is the greatest amount of uninterrupted time that you have spent watching a TV programme or full-length movie on an iPad or similar tablet device? length

6% 16% 43% 11% 6% 17% Less than 5 minutes 6 to 10 minutes 11 to 20 minutes 21 to 30 minutes 31 to 60 minutes More than 60 minutes

Figure 14 subscription service vs. a pay-per per-movie model (22 per 37 per cent of respondents prefer to get movies via a subscript cent). For TV programmes much of the same hold true with 30 per cent of respondents preferring a subscription service, and 17 per cent prefe preferring pay-per-episode. (Figure 15)

When it comes to payment options for accessing movies on your mobile device, which do you prefer?
37% 40% 35% 30% 25% 20% 15% 10% 5% 0% Subscription service

22%

19%

22%

Pay-per-episode episode

Purchase for download onto mobile device

No preference

Figure 15 ###

About QuickPlay Media QuickPlay Media is the leading provider of solutions for the distribution of premium video to portable wireless devices. Successfully used by the worlds largest communications and media companies, QuickPlays OpenVideo platform provides the most secure and flexible way for companies to deliver engaging multi-screen entertainment experiences. QuickPlay is headquartered in Toronto, with sales offices in London and throughout the US. For more information, please visit www.quickplay.com or on Facebook at www.facebook.com/quickplaymedia. Interested parties can also follow QuickPlay Media on Twitter at @quickplaymedia.