Study: Consumers Are Ready For Mobile TV

By Carolyn Giardina

The notion of watching live television via a mobile device was appealing to half of the 1,000 adult surveyed in a recent national study of mobile device owners by Magid Media Labs, commissioned by the Open Mobile Video Coalition (OMVC).

The findings suggest that local news and information content will drive live Mobile DTV, with 88% of respondents expressing interest in watching this content on mobile devices including laptops, netbooks, cellular handsets, smartphones, and other devices. The appeal is particularly high among Millennnials, ages 18-29, whose interest in mobile local news is double their current daily viewership on conventional TV sets.

“The laptop has become a personal living tool for all generations,” said Jaime Spencer, director of Magid Media Labs. “As it continues to be a more important element of our lives, in only makes sense that consumers will wants 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. Traditional TV delivery methods do not satisfy Millennials’ sensibilities. Making local news and information content available to Millennials on their terms and where they live their lives greatly increases the appeal of this content.”

According to the survey:

– 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 a factor, with 51% saying that they want it to be part of the experience.

– 49% saying they would watch commercials on their mobile device.

– 36% of respondents expressing interest in recent movies, premium sporting events, and other programming on a subscription or pay-per-view basis.

“It’s time for Digital TV to break out of the confines of the living room and reach people where they are living, working, and at play — and Mobile DTV will make all of that possible,” said ION Media Network CEO Brandon Burgess, who also serves as president of the OMVC. “There is no current service that delivers robust over-the-air local broadcast TV news and information to a portable device, but we anticipate dozens of new products to be available along with new Mobile DTV signals that have already begun to roll out around the country. Utilizing the newly-adopted Mobile DTV standard, a host of portable devices will soon make it possible.”

According to OMVC, local broadcasters are gearing up to deliver those services and some 30 OMVC member stations have already begun introducing Mobile DTV to their viewers.