US Consumers Weigh In on Mobile Video Content Choices

Executive Summary

Introduction
　　Content Choices
　　　　Mobile Operator-Selected Content (MediaFLO and 3G)
　　　　Broadcaster-Controlled Content
　　　　User-Controlled Content (Internet Access)
　　Access and Device Choices
　　　　3G
　　　　Broadcast Spectrum
　　　　Non-Cellular Broadband and 4G (Wi-Fi, WiMAX, LTE)
　　　　Sideloading

US Consumer Attitudes Toward Mobile Video Options
　　Survey Methodology
　　　　Scenarios
　　　　“Second Chance” Question
　　　　Refining Questions
　　Survey Results: Overall Interest in Mobile Video Scenarios
　　Respondent Demographics and Characteristics
　　Scenario: Out-of-Band Cellular Video (Mobile Operator-Controlled)
　　Scenario: Free-to-Air Local Broadcast (Broadcaster-Controlled)
　　Scenario: Remote Access to Home Programming (User-Controlled)
　　Scenario: Wi-Fi Access to Web Video (User-Controlled)
　　Scenario: 3G Video Clips and Streaming (Mobile Operator-Controlled)
　　The “Second Chance” Response to Scenarios
　　Mobile Content Viewing Preferences
　　　　On-Demand Programming (89.6%)
　　　　Access to STB and DVR Content (82.7%)
　　　　Professionally Produced Content (80.9%)
　　　　Broadcast-Quality Content(79.7%)
　　　　Monthly Payments (70.9%)
　　　　Local and Network Broadcast Content (61.5%)
　　　　Full-Length Shows (60.4%)

Assessment: Mobile Video Networks and Content
　　Two Usage Models
　　　　Waiting Room Usage Model
　　　　Leisure Time Usage Model
　　Networks: Broadcast, Wide-Area, Local-Area, and Sideloading
　　Content: Professionally Produced and User-Generated
　　Content: Made-for-Mobile, Network, and Local

Conclusions and Comparisons: US Consumers Want…
　　…Something Familiar and Free
　　Second Place But First to Market: Out-of-Band Cellular Video
　　Americans Prefer Monthly Payments to Hardware Purchases

Methodology

Related Reports

List of Tables
　　Table 1. Mobile Video Scenarios and Conditions Considered in the Survey
　　Table 2. US Consumer Response to Five Mobile Video Original Scenarios
　　Table 3. Characteristics of Respondents by Interest in Mobile Video
　　Table 4. Refined Responses to Out-of-Band Video Scenario
　　Table 5. Refined Responses to Free-to-Air Local Broadcast Video Scenario
　　Table 6. Refined Responses from Place-Shifting Video Respondents
　　Table 7. Refined Responses from Mobile Internet Access Video Respondents
　　Table 8. Refined Responses to 3G Scenario
　　Table 9. Ranking of Initial, Conditional, and Second Chance Responses
　　Table 10. Either/Or Pairs, All Responses
　　Table 11. Comparison of Mobile Video Usage Models

List of Figures
　　Figure 1. Consumer Interest in Mobile Video
　　Figure 2. Scenario Presentation Process
　　Figure 3. US Consumer Response to Five Mobile Video Original Scenarios
　　Figure 4. Before and After Responses
　　Figure 5. Expected Mobile Video Viewing Time
　　Figure 6. Expected Mobile Video Viewing Location
　　Figure 7. Initial and Modified Responses to Out-of-Band Video Scenario
　　Figure 8. Reasons for Response Change to Out-of-Band Video Scenario
　　Figure 9. Initial and Modified Responses to Free-to-Air Local Broadcast Video Scenario
　　Figure 10. Reasons for Response Change to Local Free-to-Air Local Broadcast Video Scenario
　　Figure 11. Initial and Modified Responses to Remote Access to Home Video Scenario
　　Figure 12. Reasons for Response Change to Remote Access to Home Video Scenario
　　Figure 13. Initial and Modified Responses to Wi-Fi Access to Web Video Scenario
　　Figure 14. Reasons for Response Change to Wi-Fi Access to Web Video Scenario
　　Figure 15. Initial and Modified Responses to 3G Video Scenario
　　Figure 16. Reasons for Response Change to 3G Video Scenario
　　Figure 17. Second Chance Response to Mobile Video Scenarios