TechMediaTalk

Mobile Video still a Ways to Go; Who’s Watching Online Video Revisited

Posted on | March 25, 2009

In my digital media Projections for 2009 earlier this year, contrary to predictions from some others, I proposed that 2009 is not the year for mobile video to gain momentum.  Recent survey results from Accenture supports this thesis with research. (I have not seen the report, but key highlights are publicly available, including here.)  Before I go further, let me state that this is not something I am thrilled about.  Mobile is a compelling platform for consumers, and like everyone else I would like to see mobile video growth.  I just don’t think the time for it is just yet as I covered in the earlier post.  At the same time, we are early in the year, and there may well appear a killer app to change this scenario.

Meanwhile, Accenture’s data adds some numbers to this thesis:

In cellular, Accenture found that 79 percent of all respondents surveyed in December view cellphones primarily as a way to communicate by voice, text messages and email. The survey also indicated that 54 percent of respondents don’t need or want video and video streaming on their phone. A total of 14 percent called the services too expensive, and 9 percent said video-capable handsets are too expensive.

When asked if the availability of mobile content would drive them to upgrade a mobile plan to add video services, 70 percent replied “to a very little extent.” 

Another interesting finding reported from the survey alludes to my earlier post “Who’s Watching Online Video”.  Accenture reports growing numbers of baby boomers compared to Gen Y adoption of mobile media.  It appears that my observations for online digital media (relating to viewer demographics) is also mirrored for mobile media.  The conclusions drawn in my earlier post (Who’s Watching Online Video - Part II) would seem applicable to mobile media.  To restate it, while the penetration among baby boomers is low compared to Gen Y, given the relative size of the Baby Boomer demographic compared to Gen Y, and the comparative rates of adoption, this older demographic should be important to mobile media programmers and service providers.  My experience has been that digital media companies tend to overlook this fact.

In another mobile-lifestyle finding, Accenture said baby boomers are adopting such Gen-Y habits as playing videogames on the go and listening to music on an MP3 player. The percentage of boomers playing video games on their cellphones grew to 13 percent from 9 percent, Accenture said, while the percentage of Gen Y consumers (ages 18 to 24) playing games on the go rose only 1 percentage point, to 45 percent. 

On top of that, the number of baby boomers who listen to music on an MP3 player increased to 31 percent from 21 percent, while the percentage of Gen Y listening to MP3 players grew to 76 percent from 68 percent. 

In non-mobile endeavors, baby boomers were also increasing their adoption of new technologies at a faster pace then Gen Y. For example:

· the percentage of boomers reading blogs or listening to podcasts grew to 28 percent from 18 percent, while the percentage of Gen Y doing so remained flat at 45 percent;

· the percentage of boomers watching and posting of videos on the Internet grew to 36 percent from 26 percent, while the percentage of Gen Y doing so dropped 2 percent; and

· the percentage of boomers using social-networking sites grew to 28 percent from 18 percent, while the percentage of Gen Y doing so rose to 82 percent from 80 percent.

What do you think?  Start a discussion below.

 

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Category: Commentary, Mobile Video, Predictions, Projections
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