Mobile TV is mainly used at home and in the evening
Contrary to expectations, mobile TV is used primarily at home and in the evening during traditional television's prime time. This is shown by a study conducted by the Berlin-based strategy consulting firm Goldmedia.
Television via cell phone is not primarily used on the move, as assumed, i.e. on public transport or in waiting situations, but in the comfort of one's own home and at the same time as traditional television at prime time. This is shown by the experience of commercial, broadcast-based mobile TV providers abroad as well as various field tests under real conditions of use, which the Berlin-based strategy consultancy Goldmedia analyzed as part of the Mobile TV 2012 study.14 to 35 percent of respondents in France and the UK use mobile TV on their way to or from work, the so-called "drive times", depending on the field test. However, between 36 and 50 percent stated that they watch mobile TV at home. In some cases, mobile TV even takes on the function of "bedtime reading" before going to sleep.
Not only the classic TV channels and special made-for-mobile video content are watched. In the case of commercially launched services and field tests with an extended radio offering, the offerings of well-known radio stations were often also used. In South Korea, for example, a good quarter of the usage time for mobile TV via the satellite-based service is accounted for by radio programs.
It remains to be seen to what extent the experiences from abroad can be transferred to Germany or Switzerland. "However, if the usage preference in the evening and at home during prime time also proves to be true in this country, mobile TV could become an important component for traditional content brands," says Goldmedia consultant and study author Michael Schmid. "Every single contact counts for advertising marketing, especially during prime time."
