An international study about mobile TV from the ‘Institut der WU’ in Vienna, commissioned by 3, claims that consumers will not be able to resist mobile TV. “Mobile TV is like sushi”, the study claims, after talking to 52 experts and 232 consumers in Austria, Germany and Italy.
According to the study, mobile TV is a trend, which – like sushi – is first met with resistance and sceptism, but once accepted very addictive. “One must have experienced mobile TV in your own hands to realise you can’t live without it.”
Consumers said a decent sized screen is mandatory, as well as a very good picture and broadcast quality. More than 53% of the respondents said they could imagine watching TV on their mobile up to 30 minutes a day. The medium fits in the trend of watching television on an individual basis rather than with friends and family; it also satifies the need to be kept up-to-date all the time.
The study also revealed mobile TV should not be regarded as regular TV on a mobile handset, but rather an entire new medium. In Europe, Italy is the number 1 market for mobile TV, with 3 Italia being one of the two major players.
