Vuclip, a mobile video and media company, released its third quarter 2013 Global Video Insights with interesting revelations around consumers’ mobile video viewing habits and preferences. With responses from more than 50,000 people globally, including approximately 8,000 from India, the survey reveals a high consumer appetite for watching full-length movies and television shows on their mobile phones, even in areas lacking fast network speeds.
The survey shows that 62 per cent of Indian respondents prefer to view movies or TV serials instead of short movie clips on their phones. At 79 per cent, this preference for long form content is extremely high among the age group of 18 years and under. Additionally, 89 per cent of all respondents say they would watch their favourite movie on their mobiles if it was made available. If divided further by gender, 90 per cent of male respondents and 84 per cent of female respondents from India say they would view their favourite film via mobile.
Of the total respondents likely to indulge in mobile movie viewing, 97 per cent are in the 18 and under age group. In addition to movies, TV shows have emerged as favourites with 81 per cent of respondents saying they would prefer to watch their favorite TV serial on mobile, if available. This preference is particularly strong amongst the 18 and under age group at 95 per cent.
These findings further show how the youth in India are driving the growing trend of long form content consumption via the mobile. Despite this rapid growth, however, concerns remain. For example, the high cost of data access tops the list with 39 per cent of respondents citing this concern. This was followed by buffering at 19 per cent and the lack of interesting content at 12 per cent.
“When you see what the under-18 crowd is interested in, that’s when you know you have a lens into the future of mobile. We’re seeing an important shift as people become more engaged in viewing full movies and television episodes. And apps offer the best possible user experience for this,” said Arun Prakash, Chief Operating Officer of Vuclip.
“Naturally, consumers do have some hesitations about cost and buffering, but through a combination of the penetration of apps and the deployment of network-friendly adaptive bit rate streaming technologies, these issues can be addressed,” he added.
As part of this quarter’s global video insights report, Vuclip aimed to find the most searched terms. Below is a snapshot of top searches in Q3, reflecting the content preferences of the India audience. These focus primarily on the ABCD of content – A: Astrology, B: Bollywood, C: Cricket and D: Devotional – but Bollywood rules the roost, with Indians showing a clear preference to search for movies.
1. Shuddh Desi Romance
2. Grand Masti
4. Katrina Kaif
7. Ganesh Festival
10. Bhaag Milkha Bhaag
All of the statistics in this report were gathered via a global survey conducted over eight days. There were more than 50,000 respondents.