Global demand for mobile TV increases
Consumers desire for “anytime, anywhere” entertainment is radically changing the traditional TV viewing experience outside of Canada, according to a global study released today by Motorola Mobility.
One notable finding in the global study of video consumption habits among 9,000 consumers in 16 markets was the rapid increase in mobile TV viewing in the past year.
More than a third (37 percent) of global respondents claim to watch TV services outside the home on a smartphone, tablet, PC or laptop.
The 2011 research discovered a nearly five-fold increase from 2010 in U.S. TV viewing taking place on smartphones – 23 percent are currently watching mobile TV on their smartphones.
Comparatively, 46 percent of Japanese respondents report they have watched mobile TV on their smartphones in 2011. Germany (22 percent), UAE (20 percent), and Mexico and Singapore (both 19 percent) are also big mobile TV fans, while Argentina had only 7 percent of consumers watching mobile TV less than once a week.
Finally, more than a quarter (27 percent) of the global consumers aged between 25-34 years watch mobile TV on a mobile device once or twice a week, as do just over a third (34 percent) of consumers in the 45-54 age group and (33 percent) of respondents in the 55+ age group.
The study also found that On-demand TV courtesy of the consumer’s Digital Video Recorder (DVR) is shifting how and when consumers watch their favorite programs. This year, three times as many U.S. consumers are watching on-demand TV – 18 percent in 2011 compared to 5 percent last year. The UK had a similar increase with 15 percent of consumers watching on-demand TV in 2011 compared to 8 percent in 2010.
Motorola’s Media Engagement Barometer is a research project looking into the video consumption habits of consumers in 16 markets including: UK, France, Germany, Sweden, Russia, Turkey, USA, Mexico, Brazil, Argentina, Australia, South Korea, Singapore, Japan and China.