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Early Audience for Mobile TV Small But Enthusiastic
12-13% of U.S. Internet Users with at Least One Portable Device Are
Interested in Video/TV on the Go
A small but dedicated segment of consumers will drive the early market
for video content and live TV services on portable and mobile platforms,
according to Parks Associates’ recent study
Mobile
Entertainment Platforms and Services. The majority of these
consumers belong to a consumer segment dubbed Mobile Aficionados,
which consists of more than 40 million Internet users.
The study, based on a survey of more than 2,000 U.S. Internet users,
found 13% of those who own one or more portable devices would like to see
capabilities for live TV integrated into these devices. In addition, 12%
perceive the portable functionality of watching videos such as movie
trailers and full-length movies as important.
“The percentages of consumers interested in mobile video/TV services
are smaller than those for other functions such as taking photos and
listening to music,” said
Yuanzhe (Michael) Cai, senior analyst at Parks Associates. “But there
is a group of hardcore mobile entertainment enthusiasts who are very
motivated—either they have already adopted a portable device with video
playback functions or are very eager to add live TV support to their
mobile devices.”
Mobile
Entertainment Platforms and Services also finds that among those
who value the capability for pre-recorded video services, close to 30%
already own a portable device that serve this need, with another 7%
showing a strong desire to have this function. For those who value TV
viewing capabilities, a smaller percentage (10%) already have a capable
device, and close to a one-fourth (24%) have very strong desire to add
such a function.
“Portable multimedia players, portable gaming players, and video phones
may soon be competing for these hardcore enthusiasts,”
Cai said. “Portable multimedia players have a head start, but cellular
carriers could offer a variety of business models to offset this
advantage, including on-demand viewing of news clips and sport highlights
or access to ‘real-time’ content such as breaking news.”
Mobile
Entertainment Platforms and Services surveyed more than 2,000 U.S.
Internet users (including teenagers) regarding their ownership, usage, and
interest in different mobile/portable entertainment platforms and
services. The study provides detailed cross-tabulation, factor analysis,
and cluster analysis. For additional information about
Mobile
Entertainment Platforms and Services, visit
http://www.parksassociates.com
or contact 972-490-1113 or
sales@parksassociates.com.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates co-hosts executive thought
leadership conferences CONNECTIONS™ and CONNECTIONS™ Europe in
partnership with the Consumer Electronics Association (CEA®). In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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