美国消费者权衡选择移动视频内容报告

报告简介：

摘要

In the past year, the mobile video market has shifted radically, and two forces have emerged to radically change the definition of "mobile video." First, Internet delivery of user-generated and professional content is moving viewers from their living rooms to their computers. Second, high-quality mobile devices that use wireless networks (such as Apple's Wi-Fi iPhone and iPod Touch) are improving mobile access to the Internet in general. As a result, "Internet video" increasingly means "mobile video."

This research uses innovative survey techniques to provide an in-depth comparison of US consumer attitudes toward various types of mobile video content delivered over cellular, broadcast, and Wi-Fi networks as well as device preferences and content sources.

In-Stat's 2008 survey illuminated interesting trends and adjustments in the ways people think about mobile video.

In-Stat also defines potential usage models that highlight the benefits of mobile video solutions offered by mobile operators, time-shifting and place-shifting hardware, as well as portable media players and similar devices. Unlike other research that is available, this report also includes an analysis of the ATSC M/H standard now being tested for use by US broadcasters.

目录及图表

• Executive Summary
• Introduction
o Content Choices
 Mobile Operator-Selected Content (MediaFLO and 3G)
 Broadcaster-Controlled Content
 User-Controlled Content (Internet Access)
o Access and Device Choices
 3G
 Broadcast Spectrum
 Non-Cellular Broadband and 4G (Wi-Fi, WiMAX, LTE)
 Sideloading
• US Consumer Attitudes Toward Mobile Video Options
o Survey Methodology
 Scenarios
 “Second Chance” Question
 Refining Questions
o Survey Results: Overall Interest in Mobile Video Scenarios
o Respondent Demographics and Characteristics
o Scenario: Out-of-Band Cellular Video (Mobile Operator-Controlled)
o Scenario: Free-to-Air Local Broadcast (Broadcaster-Controlled)
o Scenario: Remote Access to Home Programming (User-Controlled)
o Scenario: Wi-Fi Access to Web Video (User-Controlled)
o Scenario: 3G Video Clips and Streaming (Mobile Operator-Controlled)
o The “Second Chance” Response to Scenarios
o 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
o Two Usage Models
 Waiting Room Usage Model
 Leisure Time Usage Model
o Networks: Broadcast, Wide-Area, Local-Area, and Sideloading
o Content: Professionally Produced and User-Generated
o Content: Made-for-Mobile, Network, and Local
• Conclusions and Comparisons: US Consumers Want…
o …Something Familiar and Free
o Second Place But First to Market: Out-of-Band Cellular Video
o Americans Prefer Monthly Payments to Hardware Purchases
• Methodology
• Related In-Stat 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