Report: Free Is The Key to Mobile Video Adoption

Everybody wants a freebie, but according to a joint report from Parks Associates and the Entertainment Technology Center at USC free may be key for mobile users. The report found that using free mobile video content is a good way to increase ticket sales at movie theaters.

by Kristina Knight

“Many content owners have tried re-purposing TV and movie content on mobile and have largely been disappointed by the revenues on those platforms,” said David Wertheimer, Executive Director of the ETC@USC. “While we believe wholeheartedly in “Anytime/Anwhere” availability of content, we also know that these devices, when content is created specifically for them, can create opportunities for marketing and selling content elsewhere, especially now, while consumer habits are just taking shape.”

Researchers found that only about 10% of consumers are willing to buy movie downloads at the current prices. However, free content is being downloaded at quite high rates considering the mobile medium is still in it's beginning phases. Apple's iPhone has changed mobile content by making it easier to view. The study points out Apple's tendency to offer freebies in exchange for a purchase down the line - offering free trailers so that consumers will watch mobile television episodes or buy movie tickets.

Most importantly, though, the researchers found that mobile users don't just want content from other venues (theaters, television, etc.) repurposed to mobile phones. They want unusual content that was created specifically for their mobile devices.

John Barret, director of research at Parks Associates said, “Judicious use of free mobile content can help drive ticket and DVD sales.”