Growth in mobile in general will be driven through an inreased demand for video services according to the latest version of the TNS Mobile Life survey, claimed to be the largest study into mobile consumers.
Based on 34,000 interviews with mobile users across over 43 countries, the study fundamentally revealed that with mobiles increasingly becoming the primary device for internet access and communication, particularly in emerging markets, entertainment and multimedia features are a key requirement for engaging with consumers.
It added that as “static" mobile functionality becomes commoditised, growth will be driven through further demand for video services such as mobile video streaming and sharing.
TNS Mobile Life shows the strongest growth in new services in the last 12 months has come from social video (10% to 15%) and Live TV (9% to 12%). Half of the sample expressed interest in watching live mobile TV (50%) or in downloading or streaming video (48%).
In addition, demand for video services was encouragingly strong. In Asia, Latin America, the Middle East and North Africa, and Sub-Saharan Africa, demand for live TV in particular is higher still, reaching upwards of 70%.
“Emerging Tier 1 markets, such as China, Brazil and UAE already have penetration levels that match mature markets," said James Fergusson, Managing Director, Global Technology Sector. "Multimedia content presents an opportunity to leverage growth potential in emerging economies. Income constraints in many of these markets ensure the importance of imaging and video services through mobiles increases."
However, the research also highlighted usability issues that neded to be addressed. It found that only 18% of consumers globally managed to upload video directly to the web from their mobiles. Showing the danger of not meeting pent up demand, consumers in emerging markets were more likely to want to upload content (49%), but more than half (55%) do not have the ability to do so.
Based on 34,000 interviews with mobile users across over 43 countries, the study fundamentally revealed that with mobiles increasingly becoming the primary device for internet access and communication, particularly in emerging markets, entertainment and multimedia features are a key requirement for engaging with consumers.
It added that as “static" mobile functionality becomes commoditised, growth will be driven through further demand for video services such as mobile video streaming and sharing.
TNS Mobile Life shows the strongest growth in new services in the last 12 months has come from social video (10% to 15%) and Live TV (9% to 12%). Half of the sample expressed interest in watching live mobile TV (50%) or in downloading or streaming video (48%).
In addition, demand for video services was encouragingly strong. In Asia, Latin America, the Middle East and North Africa, and Sub-Saharan Africa, demand for live TV in particular is higher still, reaching upwards of 70%.
“Emerging Tier 1 markets, such as China, Brazil and UAE already have penetration levels that match mature markets," said James Fergusson, Managing Director, Global Technology Sector. "Multimedia content presents an opportunity to leverage growth potential in emerging economies. Income constraints in many of these markets ensure the importance of imaging and video services through mobiles increases."
However, the research also highlighted usability issues that neded to be addressed. It found that only 18% of consumers globally managed to upload video directly to the web from their mobiles. Showing the danger of not meeting pent up demand, consumers in emerging markets were more likely to want to upload content (49%), but more than half (55%) do not have the ability to do so.
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