Abstract
While marketers are attracted to the idea of combining the reach of television with mobile' s ability to target, consumer adoption of mobile video and TV services has been insignificant compared with other mobile entertainment categories.
The Mobile Video and Television report analyzes the factors behind the slow development of a channel that many marketers would like to “see” grow much faster.
A major barrier to consumer adoption of mobile video and television is the technical immaturity surrounding handsets, networks and the distribution of mobile video content. But a larger hurdle is the conflicting business models among mobile carriers, content owners and broadcasters.
As a result, advertising models for mobile video and television are still at a nascent stage. But with the right combination of technology, economics and marketing the situation could be about to change.
Key questions the “Mobile Video and Television” report answers:
- How mature is the mobile video and TV market?
- What factors are retarding development in the market?
- What are the technological barriers?
- What are the business obstacles?
- What advertising formats are marketers experimenting with?
- What are consumers' attitudes toward mobile video ads?
- What must happen for ad-supported mobile video and TV to succeed?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Mobile Video and Television report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Mobile Entertainment Revenues Worldwide, by Type, 2007-2012 (millions)
- Key Questions
The eMarketer View
- Why the Logjam?
- Heavy Lifting for Marketers Ahead
Does Penetration Equal Revenues?
- Mobile Entertainment Revenues Worldwide, by Type, 2007-2012 (millions)
- Mobile Video Revenues Worldwide, 2006 & 2011 (millions and CAGR*)
- Mobile Video Advertising Revenues Worldwide, 2006-2011 (millions)
- Mobile TV Revenues in Asia-Pacific*, 2007 & 2012 (millions and CAGR**)
Estimating Mobile Video' s Advertising Potential
- Consumer Attitudes Toward Mobile Video/Television
- Adult Internet Users in Select Countries Who Are Interested in Watching TV Programs Online or on Their Mobile Phone, Q1 2008 (% of respondents)
- Portable Device* and Mobile Video Use and Interest Among Adult Internet Users in Japan, May 2007 (% of respondents)
- US Adult Consumers Who Watch* Network TV Programs on iPod** and/or Mobile Phone, by Age, July 2007 (% of respondents in each group)
- Primary Reason that UK Young Adult Mobile Phone Users Have Not Viewed Mobile TV and/or Video, May 2008 (% of respondents)
- UK Young Adult Mobile Phone Users Who Would Watch Short Targeted Advertisements for Discounted Mobile TV and/or Video Content, May 2008 (% of respondents)
- US Young Adult Mobile Phone Users Who Would Watch Short Targeted Advertisements for Free Mobile TV and/or Video Content, by Gender, 2008 (% of respondents in each group)
Mobile Video Advertising in Action
- Switzerland
- Italy
- US
Building Blocks for Mobile Video/Television
- Infrastructure
- 3G Subscribers Worldwide, 2007, 2010 & 2012 (millions)
- Mobile Broadband Subscribers Worldwide, 2007, 2008 & 2012 (millions)
- 3G and Smartphone Penetration in the US and Select Countries in Western Europe, February 2008 (% of mobile subscribers)
- Consumer Adoption
- Mobile Content Used by US iPhone, Smartphone* and Mobile Phone Subscribers, January 2008 (% of total)
- Mobile Subscribers in the US and Select Countries in Western Europe Who Have Listened to Music or Watched Videos on Their Mobile Phone, November 2007 (millions)
- Mobile TV Users in China, by Segment, 2008-2012 (millions)
- Mobile TV Revenues in China, 2008-2012 (billions of RMB and % change)
Related Information and Links
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