Video Content Booming

Thanks to Digital Media for this article on how online video is growing in popularity so rapidly its now legitimately competing with regular TV viewing.

Video Content Booming

Online and mobile video consumption is moving to mainstream usage patterns with around a quarter of the Australian population watching online video two or more hours a week.

According to the Consumer Video Insights research report from Pure Profile and Venture One, digital video viewing is no longer the domain of just early-adopters, with 15% of Australians watching online content on their main “television” screen.

The 18 to 24 demographic continues to lead the trend as the heaviest consumers of online video, with 30% averaging 2-4 hours per week. 62% of that segment lists music videos and clips as the content most watched followed by news, comedy, sport and TV shows.

Other content such as webcams, user-generated content and short films are also being watched, but there is no willingness to pay a premium.

The research also indicates a number of significant growth areas, particularly in mobile content as more consumers take up premium content and data packs.

Claudia Sagripanti, VentureOne director, said the Consumer Video Insights report highlights the importance of online and mobile video as a vehicle for connecting and interacting with younger demographics and increasingly the broader Australian population. But warned: “Most consumers accept the advertising supported quid pro quo but will not stomach a forced approach.” Meanwhile, consumers are increasingly turning to their mobile phones for information such as maps, TV listings and restaurant and café guides in addition to traditional services such as news, sport and weather, a survey by the Australian Interactive Media Industry Association has revealed.

Demand for location-based services such as maps on mobile phones has increased by 347% over the past year, while interest in lifestyle information has rocketed by 174%, with television listings up 93%, according to the fourth Australian Mobile Phone Lifestyle Index.

The online survey of 2000 Australians also found that 33% of respondents had purchased mobile content in the last 12 months, down on last year.

However, the number of units bought has risen with purchases of SMS alerts and games up 50%.

The top three types of content bought by mobile phone users over the past 12 months were games 43%, true tones 42% and wallpapers 33%.

The most popular content demanded by consumers in the future is digital music downloads 30%, games 27% and wallpapers 25%. Strong demanded is also expected for maps 31%, news 29% and weather 28%.

Commenting on the survey, Dr Marisa Maio Mackay, director of Research m.Net Corporation, which sponsored the survey along with Ideal Interfaces said:

“This survey indicates clear popular growth areas, such as the way that the content is purchased and shared amongst mobile users especially games, ringtones and wallpapers indicating a growing market and uptake of 3G services.” Over half of those questioned said they did not have a 3G phone, with a further 20% saying they didn¹t know if their phone was 3G.

“The mobile sector is on the cusp of an extremely exciting 12 to 18 months and our results show the growing uptake and interest in mobile technology.

We have reached a point where you are going to go beyond a group of high level users and early-adopters to the masses,” Maio Mackay added.

Visits to social networking and community service sites is still in its early stages according to the report, with 16% of respondents using their phones for this purpose with Facebook, MySpace and MSN Messenger the most popular sites.

Almost all Australian mobile phone users are creating content on their devices, with 96% having taken a photo on their phone.

Some 33% of phone users have created other content. Of those, over 70% had also created videos or music and 50% are sharing that content with MMS (63%) being the most used channel, closely followed by Bluetooth (61%).

The use of Bluetooth demonstrates a preference by consumers to avoid incurring data costs from their carrier when they share content. 55% of respondents had used content on their phones created by others, with 90% viewing photos. Those under 25 years were more likely to have created content to share with others.

http://www.digital-media.net.au/Article/Video-content-booming/203511.aspx