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BizReport : Viral Marketing : March 02, 2010

Report: Consumers want local, mobile television

When it comes to consumers both inside and outside the large 3G networks, there is untapped potential for mobile marketers - if the video programming is there. A recent survey from Magid Media Labs found that mobile consumers want live, local mobile television. Many would even watch digital television feeds from a mobile device.

by Kristina Knight

According to the report from Frank Magid Associates about 90% of consumers are interested in on-the-go programming available on mobile devices. News and weather programming topped the list of most-wanted programming but sports programming, as seen during the 2010 Olympics is also a hot property for mobile. Consumers are willing to watch mobile programming on smartphones, laptops, netbooks and other devices such as the upcoming Apple Tablet. Millenials (aged 18 through 29) are most interested in mobile video options, but technology early adopters will also join in.

"Online adults say that live broadcast TV programming is crucial, with more than half the respondents saying they want access to live, local broadcasts. And nearly half of those surveyed also say they are interested in buying a new portable device with the capability to receive Mobile TV from over-the-air local stations," said ION Media Network Chief Executive Officer Brandon Burgess, who also serves as President of the Open Mobile Video Coalition (OMVC).

Burgess went on to say that broadcast mobile television will drive overall mobile video consumption in the coming years. This could give local marketers another avenue to reach and engage consumers but the programming and service must be there first. In many largely populated areas there is still no 3G service and without 3G watching can be frustrating because of buffering times and because many times video will simply not play.

Other interesting findings from the report include:

• 49% of consumers are willing to view commercials as well as video content via mobile
• 51% of consumers want 'live, local' programming, not just canned programs from networks
• 36% of consumers report a willingness to pay for premium content
• 31% of consumers are interested in children's programming, for car/road trips

Tags: Frank Magid Associates, local mobile advertising, local video, mobile marketing, mobile video, video content

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