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Mobile TV and Video Content - UK - April 2009

Mobile TV and video content has long been heralded as the media market’s next big thing, but has so far failed to live up to its advance publicity in terms of either availability or take-up. Now it is the turn of 2009 to be billed as the year in which mobile TV and video content will take off, but the question remains of whether the factors favouring growth are strong enough to drive the market skywards by themselves, let alone against the backdrop of the deepest recession in a generation.

Mobile TV and video audiences are already enjoying strong proportional growth, but are doing so from a tiny base and remain very much a niche sector in the wider mobile industry, in both volume and value terms. Once consumers begin to watch mobile TV and video, the signs are positive – as they gain experience, they tune in more frequently and for longer periods – but persuading them to take that initial step is proving challenging. There are also questions over whether current mobile infrastructure can accommodate mass viewing and whether both the will and the wherewithal exist to make the necessary upgrades.

This report examines both the supply and demand sides of this evolving market and assesses consumer attitudes towards mobile TV and video content as a guide to its future prospects. In so doing, it tests the hypothesis that: “only the current recession is inhibiting the growth of the mobile TV and video content market, the underlying conditions of which are sufficiently positive to leave it well placed to make rapid and significant strides once the UK begins to emerge from the downturn”.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Citizen journalism
              • No middleman
                • Location, location, location (and time)
                  • Take TV out to the ball game
                  • Market in Brief

                    • Mobile TV and video market not yet cleared for take-off
                      • Foundations for growth fall into place…
                        • …but persistent barriers block route to progress
                          • Recession depressing current demand and restricting future supply
                            • Segmentation the way ahead
                              • Market can build momentum, but needs a kick-start to get it going
                              • Internal Market Environment

                                • Key points
                                  • The mobile phone market
                                    • Focus flicks from quantity to quality
                                      • Figure 1: UK retail handset sales and mobile phone service subscriptions, 2004-08
                                    • Contracts central to mobile TV take-off
                                      • Figure 2: Mobile phone subscribers, by network operator and payment type, 2006-08
                                    • 3G: Minority status restricts potential audiences
                                      • Figure 3: Estimated share of 3G subscriptions, 2005-08
                                    • Handset functionality: Consumers familiar with more and more features
                                      • Figure 4: Mobile phone features, 2004-08
                                    • Only smartphones have the answer?
                                      • Figure 5: Smartphone ownership, Apr 2008-Oct 2008
                                    • Mobile TV technologies
                                      • DVB-H: The new European standard
                                        • Alternative technologies: Familiarity puts internet centre stage
                                          • TV viewing: Consumers want to stay tuned
                                            • Figure 6: Number of television sets, 2004-08
                                          • Screen size still a big issue
                                            • Figure 7: Where the television is watched, 2004-08
                                          • Internet usage: Mobile driving ‘access all areas’
                                            • Figure 8: Internet usage frequency, 2007-08
                                          • Mobile internet: Part of the daily routine
                                            • Figure 9: Methods of accessing the internet when away from home or work, July 2008
                                        • Broader Market Environment

                                          • Key points
                                            • The recession: Mobile TV is a luxury we can live without
                                              • Figure 10: UK unemployment rates (seasonally adjusted), 2004-08
                                            • Consumers plan to trade down on price
                                              • Figure 11: Plans to cut back on mobile phone usage given current economic environment, October 2008
                                            • The supply side: To innovate or hibernate?
                                              • An ageing population structure: Can’t watch, won’t watch?
                                                • Figure 12: Trends in the age structure of the UK population, by gender, 2004-14
                                                • Figure 13: Adult population trends, by lifestage, 2004-14
                                              • Mobile web use led by young
                                                • Figure 14: Demographic profile of PC-based and mobile internet active audiences, by age, Q3 2008
                                              • Socio-economic trends: Upward for mobile
                                                • Figure 15: Adult population trends, by socio-economic group, 2004-14
                                              • Convergence: Functionality we have, content we need
                                                • Digital Britain: Mobile high on the agenda
                                                • Competitive Context

                                                  • Key points
                                                    • How will we watch? It’s smartphone vs media player
                                                      • Figure 16: Trends in portable digital device usage, 2007-08
                                                    • Content: What will we watch?
                                                      • Mobile internet a valuable source of content
                                                        • Figure 17: Most popular mobile websites, Q3 2008
                                                      • Rival functionality: Will we watch?
                                                        • Figure 18: Mobile phone features used and features downloaded, 2004-08
                                                    • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Spread of technology
                                                            • Breadth of appeal
                                                              • Content inventory
                                                                • Mobile internet growth
                                                                  • Content-sharing habits
                                                                    • Weaknesses
                                                                      • The economy
                                                                        • Predominance of pre-pay
                                                                          • Screen size
                                                                            • Consumers’ lack of knowledge
                                                                              • Content convergence
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • 3 goes for free
                                                                                    • News video on the app
                                                                                      • Any video, any phone
                                                                                        • Move home to your handset
                                                                                          • Holograms on the horizon
                                                                                          • Market Size, Segmentation and Forecast

                                                                                            • Key points
                                                                                              • Mobile TV and video still a minority channel
                                                                                                • Figure 19: Mobile TV and video market size, by volume, 2005-14
                                                                                              • Video the entry point to new mobile market
                                                                                                • Figure 20: Mobile TV and video market segmentation, by volume, 2005-14
                                                                                              • TV viewers more valuable, but video offers spin-off gains
                                                                                                • 3G: The ball starts rolling
                                                                                                  • TV and video viewing: The pea starts rolling
                                                                                                    • Movio grinds to a halt as Lobster clams up
                                                                                                      • Big online brands ready for mobile action
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • New tactics in advertising
                                                                                                            • Figure 21: Advertising spend in the mobile handsets and networks sector, by media type, 2006-08
                                                                                                          • Brands talk, but consumers listen to each other
                                                                                                            • Figure 22: How consumers find out about new technology, June 2008
                                                                                                          • The price must be right
                                                                                                            • Green light for Bluetooth
                                                                                                              • Mobile video on TV
                                                                                                              • Companies and Products

                                                                                                                  • BBC iPlayer
                                                                                                                    • ITV Mobile
                                                                                                                      • Sky Mobile TV
                                                                                                                      • Who Watches TV and Video on Mobile Phones?

                                                                                                                        • Key points
                                                                                                                          • Frequency of watching content
                                                                                                                            • Figure 23: Frequency of watching mobile TV and video content, January 2009
                                                                                                                          • Who watches? Not many of us…
                                                                                                                            • Who watches: Detailed demographics
                                                                                                                              • Figure 24: Frequency of watching mobile TV and video content, January 2009
                                                                                                                            • Women catching the viewing habit
                                                                                                                              • A democratic medium?
                                                                                                                                • TV versus video: Youth vote is split
                                                                                                                                • Where Do We Source our Mobile TV and Video Content?

                                                                                                                                  • Key points
                                                                                                                                      • Figure 25: Where people source mobile TV and video content, January 2009
                                                                                                                                    • Security blanket offer little long-term comfort for networks
                                                                                                                                      • Fixed web habits migrate to mobile
                                                                                                                                        • Where material is sourced by frequency of viewing
                                                                                                                                          • Figure 26: Where people source mobile TV and video content, by frequency of viewing, January 2009
                                                                                                                                        • Knowledge gap needs to be filled
                                                                                                                                          • Consumers catch up with convergence
                                                                                                                                            • Mobile video: A social phenomenon?
                                                                                                                                            • What Sort of Content Do We Prefer?

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 27: Preferred mobile TV and video content, January 2009
                                                                                                                                                • Kings of content: Useful and usable
                                                                                                                                                  • Mobile video: Generating content, not consuming it
                                                                                                                                                    • Preferred content by frequency of viewing
                                                                                                                                                      • Figure 28: Preferred mobile TV and video content, by frequency of viewing, January 2009
                                                                                                                                                    • Access and availability are key influences on content choice
                                                                                                                                                      • Experienced viewers are most adventurous
                                                                                                                                                      • What Do We Think About Mobile TV and Video Content?

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 29: Attitudes towards mobile TV and video content, January 2009
                                                                                                                                                          • Inexperience leaves consumers ill-informed
                                                                                                                                                            • Mobile viewers retracing their online steps
                                                                                                                                                              • Attitudes towards mobile content by frequency of viewing
                                                                                                                                                                • Figure 30: Attitudes towards mobile TV and video content, by frequency of viewing, January 2009
                                                                                                                                                              • Try it – you might like it
                                                                                                                                                                • Habitual and occasional viewers: Same views, different reasons
                                                                                                                                                                  • Regular mobile TV dinners for one
                                                                                                                                                                  • Targeting Opportunities

                                                                                                                                                                    • Key points
                                                                                                                                                                      • A majority are potential targets
                                                                                                                                                                        • Figure 31: Mobile TV and video target groups, January 2009
                                                                                                                                                                      • Experts
                                                                                                                                                                        • Unknowing
                                                                                                                                                                          • Apathetic
                                                                                                                                                                            • Dislikers
                                                                                                                                                                              • The Unknowing are ready for long-form
                                                                                                                                                                                • Figure 32: Preferred type of mobile TV and video content, by attitudinal group, January 2009
                                                                                                                                                                              • High-activity group preferences reflect younger interests
                                                                                                                                                                                • Figure 33: Number of activities performed on mobile phone handset, by preferred type of mobile TV and video content, January 2009
                                                                                                                                                                            • Appendix – Where Do We Source Our Mobile TV and Video Content?

                                                                                                                                                                                • Figure 34: Most popular sources of mobile TV and video content, by detailed demographics, January 2009
                                                                                                                                                                            • Appendix – What Sort of Content Do We Prefer?

                                                                                                                                                                                • Figure 35: Most popular types of mobile TV and video content, by detailed demographics, January 2009
                                                                                                                                                                                • Figure 36: Next most popular types of mobile TV and video content, by detailed demographics, January 2009
                                                                                                                                                                            • Appendix – What Do We Think About Mobile TV and Video Content?

                                                                                                                                                                                • Figure 37: Most popular attitudes towards mobile TV and video content, by detailed demographics, January 2009
                                                                                                                                                                                • Figure 38: Next most popular attitudes towards mobile TV and video content, by detailed demographics, January 2009
                                                                                                                                                                            • Appendix – Targeting Opportunities

                                                                                                                                                                                • Figure 39: Mobile TV and video content target groups, by demographic sub-group, January 2009
                                                                                                                                                                                • Figure 40: Preferred types of mobile TV and video content, by number of activities performed on mobile phone, January 2009

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                            • Amazon.co.uk
                                                                                                                                                                            • Apple Computer UK Ltd
                                                                                                                                                                            • Archos
                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                            • BT Group plc
                                                                                                                                                                            • Cisco Systems, Inc.
                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Google UK
                                                                                                                                                                            • HomeChoice
                                                                                                                                                                            • Hutchison 3G UK Limited
                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                            • Microsoft Ltd (UK)
                                                                                                                                                                            • Ministry of Sound
                                                                                                                                                                            • mmO2 plc
                                                                                                                                                                            • Motorola Mobility Holdings
                                                                                                                                                                            • Nokia Corporation (UK)
                                                                                                                                                                            • Orange plc (UK)
                                                                                                                                                                            • Samsung Electronics (UK) Ltd
                                                                                                                                                                            • Sony (UK) Ltd
                                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                            • The Sun
                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                            • Virgin Mobile
                                                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                                                            • Waitrose
                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                            • Yahoo! UK & Ireland
                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                            Mobile TV and Video Content - UK - April 2009

                                                                                                                                                                            US $2,672.70 (Excl.Tax)