2014/06/13 Better Quality & Pricing Key to World Cup Mobile Video Success
Strategy Analytics Predicts Long Term Operator Benefits from Mobilizing the World CupBoston, MA - June 5, 2014 - The World Cup represents a great opportunity for mobile operators to increase long term mobile video use among their customers, according to Strategy Analytics’ Global Wireless Practice. Research from the Wireless Media Strategies (WMS) service, “Larger Screens, Better Video Quality and 4G LTE Essential to Stimulating Greater Mobile Video Usage”, backs up recent findings from Openwave Mobility on mobile video usage and barriers this Summer.
During December 2013 Strategy Analytics surveyed over 500 mobile phone users in each of six mobile markets (China, France, Germany, Spain, the UK and the USA) about the consumption of media services on their phone. This research found that:
- 72% of respondents claimed they watched video on their mobile phones. 15% do so daily, 29% do so weekly and 28% less frequently.
- 40% of mobile video users claimed to watch less than 30 minutes per week, compared to 20% viewing between 30-60 minutes per week and a further 20% between 1-3 hours per week.
- 68% of mobile video consumption occurs over Wi-Fi compared to 24% over the mobile network.
- For occasional video users, higher video quality and 4G networks were most likely to increase their video consumption, with ad-supported video the most popular new business model option.
Quotes:
Nitesh Patel, Director, Wireless Media Strategies, commented: “The World Cup offers an opportunity for Mobile Operators to let users experience the addictiveness of high quality video. Ensuring the availability of large screen, video optimized devices across handset portfolios, enhanced video quality delivered over the network and migrating users to 4G services will all serve to stimulate greater mobile video activity.”
Susan Welsh de Grimaldo, Director, Wireless Operators & Networks, said: “Ad sponsored content, meter billing and time based billing will all contribute to growing video consumption on mobile but the bundling of branded content combined with no data charges ranked as the second key business model to accelerate video use in most markets.”
Sue Rudd, Director, Service Provider Analysis, said: “Our results line up with Openwave Mobility’s recent survey which found that of those mobile users interested in watching the World Cup on their mobiles, one in three in the UK and Germany and one in four in Spain said they were unlikely to do so due to video quality or pricing issues.”
Source: Strategy Analytics
