Half of Subscribers to Video Cell Phone Services Never Use Video Capabilities12 July 2006
A new Knowledge Networks study has found that 50% of those who subscribe to video cell phone services -- and 30% of video iPod(R) owners -- never use these devices for viewing video. The study also revealed that 88 percent of people who download mobile video would watch a commercial in exchange for free content, and that laptop computers are actually the most commonly used devices among those who view mobile video.
The new report, How People Use(R) Mobile Video, is part of the ongoing service The Home Technology Monitor(TM), which combines annual nationwide surveys of media technology ownership with special reports on key devices and services. These special reports are based on Knowledge Networks/SRI's exclusive How People Use(R) media methodology.
The study found that consumers are usually not purchasing video cell phones and video iPods(R) for their mobile video capabilities. Using the data in this study, we can project the proportion of video iPod(R) or video cell phone owners who actually watch video on either of those devices to be just 3 percent of the 13-54 broadband population, whom we would normally consider to be technologically oriented.
The study also shows that, even among those who actually subscribe to one of the three major video service providers for cell phones -- paying extra to have mobile video available to them -- only 50% are actually using that capability. Consumers questioned for the study were carefully screened to confirm that they actually have video cell phone service or a video iPod(R).
By contrast, the proportion of laptop video users projected to the 13-54 broadband population is closer to 17 percent. The study found that, among those who use laptops for downloading or streaming video:
-- 23 percent who have downloaded video for later viewing have paid for the video content,
-- 88 percent of people who download mobile video would watch a commercial in exchange for free content, and
-- 89 percent of people who watch live streaming video would watch a commercial in exchange for free content.
For more information, contact David Stanton, Vice President, Marketing Communications, at dstanton@knowledgenetworks.com or 908-875-9844.
Source: prnewswire
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