New Report Predicts Strong
Future for Mobile TV
- As many as 50% of mobile users are interested in
mobile TV and are prepared to pay on average €10
for ‘all you can eat TV’ - the potential
market is huge even when based on conservative uptake
- Video calling is in its infancy with only 6% of
the survey sample having used it already, however
over 60% of those interviewed expressed both an interest
in using the service and a willingness to pay for
it
- Mobile advertising is a big turn off for most with
over 65% of survey respondents expressing a zero tolerance
attitude to what many consider to be spam, or advertising
that you have pay for when ‘snacking’
on TV
A new report, ‘New Mobile Services - Europe
2006’, from Portio Research, the result of an
extensive survey of European mobile phone users in early
2006, gives a resounding ‘thumbs up’ for
Mobile TV. Significantly over 50% of those interviewed
were interested in Mobile TV and were prepared to pay
for it, at an average price of €10 Euro per month.
It is clear that mobile TV will create a market for
more TV viewing in addition to that at home, delivering
the notion of ‘TV snacking’ whilst on the
move. News and weather for professionals commuting to
work, celebrity gossip and game show updates for the
young professional and music videos for teenage fans.
Sports aficionados also appear to be keen to grab the
latest action whenever they can. All the evidence suggests
that even at conservative estimates the market potential
is huge.
Video calling whilst still in its infancy obviously
holds an attraction for many users particularly the
teen market 85% of whom expressed a desire to use video
calling in the future. Interestingly pre-paid subscribers
were willing to pay more than post paid subscribers
per call. Once again the research indicates a very attractive
market with the potential for perhaps as many as 400
million Europeans using the service.
One of the most interesting findings of the survey
is consumer attitudes to mobile advertising, with over
65% of those questioned expressing zero tolerance to
what many consider to be an unwelcome intrusion into
their mobile world. As well as being likened to e-mail
spam, advertising was considered particularly unacceptable
if it intruded on paid for time watching mobile TV.
The survey undertaken by Portio and encapsulated in
this report provides many different insights into mobile
user attitudes and trends across all major European
markets. Italy and Spain for example turn out to be
the mobile content hotspots whilst users in Denmark,
France and Russia prefer to use content and services
pre-installed on their phones. Men continue to prefer
buying online while women prefer to go shopping for
real. There is plenty of good news in this report for
Mobile Network Operators and others in the VAS value
chain, but there are also many caveats and recommendations
for action, which they would be wise to heed.
New Mobile Services
– Europe 2006
For reader enquiries, further information
or to purchase a copy of this report please send an
e-mail to: info@portioresearch.com
or phone: +44 (0)7909 957360
For editorial enquiries please contact: William
Allbrook Tel: 01666 826641, Fax:01666 822594, Email:
william@market-it.co.uk
Portio Research Ltd is an independent
UK-based research company, specialising in the mobile
and wireless sector. Portio is focused on providing
high quality, data-centric reports based on hard facts
and proven numbers, rather than hype and speculation.
www.portioresearch.com
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