Telegent finds preintegrated mobile TV feature critical to consumer adoption

A survey conducted by Telegent Systems suggests that the primary driver for consumer uptake of mobile TV services is the ability to purchase a mobile handset with a built-in free-to-air TV feature.

Telegent interviewed approximately 400 Chinese consumers who had purchased handsets with a chip developed by the company that enabled reception of analog TV signals. Eighty-five percent stated that the primary influence behind their purchase decision was the built-in free-to-air TV feature, as opposed to screen size, camera, music capability or design.

Free-to-air TV continued to be a compelling feature after the purchase, with 75 percent of respondents watching television on their handsets for 30 minutes or more at a time and 54 percent watching five times a week. In addition, 60 percent of those surveyed recommended the free-to-air TV to friends and family.

Among other findings, half of those surveyed watched TV on their handset while traveling, with 43 percent watching at home and 17 percent at the office. The most popular viewing times were between 7 and 8 p.m. as well as during the morning commute peak time of 7-9 a.m.

The survey, which took place between July and September 2007 and in February of this year, also found that consumers seem to increase their mobile TV consumption the longer they have access to such a service. Of the users surveyed five months ago, 54 percent watched mobile TV for 10 minutes at a time, whereas 74 percent of those surveyed this year watched mobile TV for 30 minutes or longer.

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