iPhone may fuel demand for mobile video, research suggests
A recent study conducted by new media firm Interpret, the iPhone could be a catalyst for growth in the mobile video sector.
Already, 63% of iPhone users watch video on the device, compared to just 28% of regular cell phone owners.
The survey also shows that 51% of iPhone users have watched a YouTube video, 34% have watched the news, and 32% have watched a film trailer.
It appears that this has more to do with the phone than the user, as well, because prior to owning it, only 17% had watched YouTube clips, 21% a music video, 17% the news, and 15% a film trailer.
The survey also shed light on what model of content delivery users would prefer. 66% of iPhone owners and 73% of other mobile phone owners said they'd prefer to watch free, ad-supported, content, whereas 34% / 21% said they'd consider a monthly subscription in order to access online video. 28% / 20% said they'd consider a pay-per-download model.
The survey does suggest that a large proportion of those who don't currently have an iPhone, and hadn't expressed much interest in watching video whilst mobile, were more enthusiastic about the whole concept once they'd watched a video extolling the iPhone's features.
After watching the 2-minute video, 73% of non-iPhone users said they'd be interested in watching video on the iPhone, with 42% "extremely" or "very" interested.
The video capabilities of the iPhone also made people more likely to want to buy one in the future.
"In order to fully capitalise on the opportunity for mobile video, Apple and its competitors will need to move beyond a pay-per-download business model," said Michael Dowling, Interpret's CEO. "Consumers are used to an ad-supported model for video, and are open to a wide range of advertising if companies like Apple can deliver on the user experience."
(Via WorldScreen.com)
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