UPDATE: The data given by Telephia has come under a bit of scrutiny (check out this Inquirer post) because some of the sites have been up for a short amount of time (eg the BBC1 mobile TV service since Oct 1), “and Sky has not launched Sky Sports – only Sky Sports News”. I contacted Reza Chady, Managing Director, EMEA,Telephia about the report, and he stands by the figures.
“The fieldwork was carried out in October, and as you say the BBC channels had launched as streamed TV at that point. 33% indicates the share of those that were using the service used BBC1. This makes intuitive sense as the BBC is one of the most dominant brands in TV, and also has a major mainstream content schedule. Only 3% of the sample for TAM UK (8000 interviews in Oct) had watched Mobile TV, so it is still an infant service.
Another point that is well worth noting is that mobile TV has a wider meaning for consumers too of course, beyond simply streamed or broadcast TV signal. Download to mobile device is also important, and accounts for some of the other channels being in the list, Discovery channel for instance. There may also be a Steve Irwin effect on the discovery channel having such a hgh placing.”
Something that Chady also pointed out was that these figures are for mobile TV viewers, or 3% of respondents. That’s 3% of 8,000, or 240 people gave the spread for mobile TV viewing. My statistics course was a long time ago, so I don’t know if that is a valid sample size.
Original post: Telephia latest report breaks down UK mobile video consumption at the channel, website and content title level, and claims that “33 percent of all mobile TV/video viewers watched BBC 1. Twenty-nine percent watched Sky Sports. The BBC also secured the top ranking among mobile Internet sites, with 28 percent of all mobile web users visiting the site. The Sky Sports website secured a 23 percent reach among mobile Internet users…Three percent of U.K. mobile subscribers watch mobile TV or video content, with 70 percent of the audience being male”.
Of the mobile internet sites on the top-ten list, the only mobile-specific one is Jamster, which was visited by 13% of mobile web users in the last month (well, number 10 is AA — I don’t know what that is).
The report also found that the third most common activity was “played or downloaded games”, with 26% of mobile users doing this in the third quarter of this year, behind only messaging applications.
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