First Look at Consumer Consumption of Mobile Video

Starcom: USA, The study clarified and solidified some beliefs about consumer’s mobile video behaviors and also challenged some previously held assumptions on the portable media arena. • iPods will not replace television. The overwhelming majority of respondents preferred to watch longer-format materials on their home television, indicating that programming can be specifically designed for mobile video devices. 80% of Early Adapters would prefer to view certain downloadable programming—such as sports highlights, sitcoms, and dramas—on their television. • Mobile video device drives content selection. Early Adapters will download music videos, short films, sitcoms and dramas onto their MP3 players and download weather, financial news, and other updates to their cell phones. • Cell phone downloads and MP3 downloads are driven by different needs. Consumers view the video features on their cell phones as informational tools; they consider MP3 players to be portable entertainment. Nearly 65% of Early Adopters would watch a movie on their MP3 players, while only 40% would do so on their cell phones. • Download preferences do not vary greatly by user group. Although Early Adopters were most likely to download short films and music videos, there were no significant differences in the material any one group was willing to download. • Consumers prefer ad-free content but are willing to download ad-supported content. Although almost 70% of consumers would rather download ad-free content, nearly 1 in 5 would still download ad-supported content, and even more would download sponsored and brand-integrated content. Understandably, consumers expect to pay less for ad-supported material. This is a new type of media, and it has created a new type of consumer. An in-depth understanding of how consumers respond to and interact with mobile video is crucial to fostering meaningful advertising engagement – which will surely proliferate on these small screens in the not-too-distant future. Consumer Consumption of Mobile Video Publ 20040117 Mobile video? Answers, Ericsson White paper Red Viking