Magid Morning Facts™
Magid Morning Facts™ - 12/9/2009
OMVC-Magid Study Reveals High Interest In Mobile DTV Services - According to a new Magid Media Labs study commissioned by the Open Mobile Video Coalition (OMVC), mobile consumers in the U.S. respond enthusiastically to the notion of watching live, local mobile DTV.
When asked what live video they want to see, nearly nine out of ten survey respondents say they are interested in watching live news and weather programming while on the go.
The national survey of 1,000 adults reveals that local news and information content will drive live mobile DTV, as 88% of respondents expressed interest in watching this content on mobile devices including laptops, netbooks, cellular handsets, and smartphones.
The appeal is particularly high among young adult Millennials (ages 18-29), who will be among the early mobile DTV adopters. These respondents find mobile DTV appealing generally, and their interest in mobile local news is double their current daily viewership on conventional TV sets.
“The results of this new national survey may surprise some, but not local broadcasters,” said ION Media Network CEO Brandon Burgess, who also serves as OMVC’s president.
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 DTV from over-the-air local stations.”
“We believe broadcast mobile DTV will drive overall mobile video consumption, and those surveyed point to the public benefit of live, local broadcasts – including immediate coverage and notification of weather emergencies and other high-interest breaking news stories that local stations are uniquely able to provide to viewers,” Burgess said, adding that he anticipates seeing dozens of new products capable of receiving those signals on the market soon.
Other key findings from the survey include:
- Mobile devices translate to mobile consumption, as respondents said they would watch DTV outside the home, including at work and while commuting. More than three-quarters (78%) of respondents said they would be most likely to watch live mobile DTV on a laptop, netbook, cell phone, or smartphone.
- Among those with children in the household, 31% would give the mobile device to their child to watch in the car.
- Live programming is critical in overall mobile DTV mix, with 51% saying that they want it to be part of the experience, compared with only 18% who prefer a strictly on-demand model.
- Advertising acceptance is high, with 49% saying they would watch commercials on their mobile device.
- Interest in paying for premium content is also strong, with 36% of respondents expressing interest in recent movies, premium sporting events, and other programming on a subscription or pay-per-view basis.
Jaime Spencer, executive director of Magid Media Labs, said the mobile DTV survey reinforced existing research conclusions about the robust appetite of Millennials for local news and information and noted the ongoing popularity of laptop and netbook use.
“The laptop has become a personal living tool for all generations. There is really nothing it can’t do when it comes to media and communicating,” said Spencer. “As it continues to be a more important element of our lives, it only makes sense that consumers will want to use it and other mobile devices to watch live over-the-air DTV and mobile DTV. It delivers a great combination of mobility, convenience, and a quality video experience.”
For a copy of the full report, please contact Dave Arland (Dave@ArlandCom.com).
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