Mobile TV is a hot topic for both telecom carriers and broadcasting operators. For mobile carriers, it represents an opportunity to reduce churn rates and raise ever-dropping ARPUs; for broadcast operators, it represents an opportunity to extend the market from TV set to handset. At this point, two mobile operators, China Mobile and China Unicom, have launched Mobile TV services based on their GPRS or CDMA networks, and are cooperating with companies who have obtained Mobile TV licenses from the State Administration of Radio, Film and TV (SARFT).
In-Stat surveyed 725 potential consumers via the Internet to answer the following questions:
- Why do Chinese consumers not watch TV on handsets?
- What is the potential for consumer acceptance of Mobile TV services?
- What kinds of Mobile TV content do consumers prefer?
- What patterns of usage will consumers employ, and how long will they typically watch Mobile TV?
- How much are consumers willing to pay for Mobile TV service?
- How much are consumers willing to pay for Mobile TV-enabled handsets?
In addition, the report provides an analysis of the factors that impact respondent attitudes to and requirements of Mobile TV.
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