A survey commissioned by the Open Mobile Video Coalition finds that nearly nine out of 10 respondents say they are interested in watching live news and weather programming while on-the-go, with the appeal particularly high among young adult Millennials (ages 18-29).
Nearly half of U.S. consumers are ready to watch live broadcast TV via a mobile device, according to a survey of 1,000 consumers by Magid Media Labs on behalf of the Open Mobile Video Coalition.
When asked what live video they want to see, nearly nine out of 10 respondents say they are interested in watching live news and weather programming while on-the-go.
The appeal is particularly high among young adult Millennials (ages 18-29), who will be among the early Mobile DTV adopters, the survey says. These Millennial respondents find Mobile DTV appealing generally, and their interest in mobile local news is double their current daily viewership on conventional TV sets.
OMVC, a group comprising the nation’s leading broadcasters and dedicated to promoting mobile DTV, commissioned the survey to gauge interest in the service. Mobile DTV uses a small portion of TV stations’ digital channel and can deliver full-mobile video to specially equipped mobile devices, even in moving cars.
“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 president of the OMVC.
“Online adults say that live broadcast TV programming is crucial, with more than half the respondents saying they want access to live, local broadcasts,” he said. “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.”
Other key findings of the survey:
- Mobile devices make for 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, 31percent would give the mobile device to their child to watch in the car.
- Live programming is critical in overall mobile DTV mix, with 51 percent saying that they want it to be part of the experience, compared to just 18 percent that prefer a strictly on-demand model.
- Advertising acceptance is high, with 49 percent saying they would watch commercials on their mobile device.
- Interest in paying for premium content is also strong, with more than one-third (36 percent) of respondents expressing interest in recent movies, premium sporting events, and other programming on a subscription or pay-per-view basis.
Jaime Spencer, 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. 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,” said Spencer.
Some 30 OMVC member stations have already begun introducing Mobile DTV to their viewers. The Mobile DTV standard was approved in October by the Advanced Television Systems Committee (ATSC), and the OMVC has been working with major consumer electronics manufacturers to develop a wide range of mobile devices suitable for hosting Mobile DTV — including laptops, netbooks, cell phones, PDAs, portable DVD players and in-car viewing systems.
In the coming year the OMVC will conduct an extended consumer test of local Mobile DTV functionality, interest and usage in the Washington market, with seven area TV stations participating.