Report: Consumers Slow to Adopt Mobile Video
According to a new study released by market research firm Knowledge Networks today, much of the buzz surrounding mobile video content is currently little more than marketing hype.
The company's research discovered that more than half of the subscribers of mobile video services such as Verizon’s VCast don’t bother to actually view any video content, and thirty percent of Video iPod owners have never used the device to view videos. However, among laptop users, more than 90 percent use their device to watch video content. The study also showed a growing acceptance for ad-supported content in the form of pre-rolls.
Knowledge Networks derived their data by surveying 2,400 consumers between ages 13 and 54 who owned devices capable of accessing mobile content, and also held individual interview sessions to gain deeper insights on individual consumer behavior.
The bottom line for movie marketers: Unless your film is highly targeted to the same demographic as consumers of video content on cell phones, the user base and consumption habits don’t warrant the investment in video-based marketing content – at least not yet. Producing content for video iPods is advisable, however, simply because the costs for encoding the content alongside the encoding costs for web streaming are marginal. In fact, if movie marketing video content is uploaded to popular video sharing sites like Google Video or Guba, their software will convert the content automatically.
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