April 29, 2008

Free-To-Air Mobile TV Hot In China, Key Driver Of Cell Phone Sales

While mobile TV struggles to catch on in the western world, across the pond in China, the mobile landscape is just plain hot. A survey by mobile TV chip provider Telegent Systems, conducted in China where there are more than 3 million regular mobile TV users, revealed that 85% of cell phone buyers bought the phone mainly for the mobile TV feature. Amazingly 74% watch mobile TV for 30 minutes or more at a time, showing an increased interest in longer form programming, and 54% watch at least 5 times per week. Admittedly this survey may be a little on the biased side being conducted by a mobile TV solution provider and all, but even if we cut those numbers in half, they're still impressive compared to the stickiness of mobile TV in North America. A total of 400 cell phone buyers were surveyed at the point of purchase between July and September 2007 and February 2008.

Other interesting revelations from the survey include:

90% found the free-to-air TV feature interesting or useful, even 4-6 months after purchase
60% recommended mobile TV to their friends and family
about 50% of users watch mobile TV when traveling, 43% watch at home, and 17% at the office
the most popular time to watch mobile TV is between 7-8PM, followed by morning commute time of 8-9AM
88% of those surveyed find mobile TV picture quality "acceptable"

Via Telegent Systems