Vuclip, the independent mobile video and media company, has released its report on trends related to consumer behaviour, popular content and mobile operating systems for 2014. The report points out that mobile has emerged as the most-preferred screen among consumers.
Vuclip is experiencing a rapid subscriber growth for its premium products. It has over 5 million monthly subscribers spread across six countries.
The company surveyed 12,000 users in India, Southeast Asia and the Middle East. About 67 per cent of the total respondents preferred mobile phones to watch movies, music videos and TV shows, while only 20 per cent men and 29 per cent women preferred television. Also, people spent more time on watching mobile videos. Eighty per cent of the respondents watched mobile videos at least once in 2-3 days.
The overall experience, from unbuffered viewing to ease of payment, is critical. A total of 73 per cent men and 61 per cent women said it was important that the video did not buffer. Of these, 54 per cent men and 49 per cent women said they would pay to download videos to avoid buffering. Sixty-five per cent men and 54 per cent women preferred to pay through their mobile carrier to purchase videos.
Popular regional content and search terms in Q4 of 2014
Like always, celebrities were a hit among consumers this quarter as well. They mostly watched films, shows and songs. Here are some specifics:
• Users in India consumed a wide variety of content -- from a clip comparing actors Katrina Kaif and Deepika Padukone to a video, featuring two Bangalore-based girls who beat up bikers bothering them and Bollywood trailers/ movie reviews.
• Middle East viewers watched clips from the third season of Arab Idol, new shows from MBC such as Desert Force, Driven, Al Hokm and Happens in Egypt. Also, Vuclip introduced Tagalog content this quarter, which pushed Tagalog music and TV entertainment to top genres consumed in the region.
• Southeast Asia saw a renewed interest in the local pop group Geisha, celebrity wedding of Raffi and Gigi and the usual sports and gossip content.
Mobile operating system and handsets
The year also saw some major shifts in terms of devices that people used to connect with Vuclip. Android emerged as a hit in the market, driven by the rapid proliferation of low-cost smartphones. Besides, consumers preferred higher resolution, large screen devices. Smaller Android phones such as Galaxy Y - not to mention Blackberries and Symbian handsets - gave way to higher resolution offerings such as Galaxy S IV, phablets like Galaxy Note I/II/III and tablets, led by iPad. Established Blackberry handsets declined in share on Vuclip. iPhone almost doubled in usage with the older 4/4S entering these regions, alongside the more accessible 5C, which Apple had added in the last generation.
Some country-specific trends related to Vuclip viewership are as follows:
India: Micromax created a market for itself from a few dozen models in January to over a hundred distinct handsets by the end of 2014. Other domestic manufacturers such as Karbonn, Intex and Spice also made a mark, capturing the market-share of Sony, LG and Nokia.
United Arab Emirates: A traditionally mixed market, Blackberry Bold and Nokia E/N Symbian lines ceded share on Vuclip to iPhone, Galaxy S IV and Blackberry 10 handsets.
Indonesia: Android held a dominant position in the country. Samsung lead the market for Android.
“Mobile video viewing registered a significant growth in 2014. It became the primary form of entertainment for consumers in emerging markets,” said Arun Prakash, COO, Vuclip.
He added, “Our rapid subscriber growth is a testimonial to the fact that people in these markets value an excellent viewing experience and compelling content tailored to this medium. And they are willing to pay for it.”
Prakash said, “With the rapid adoption of low-cost smartphones and increasing accessibility of mobile internet, 2015 will bring tremendous momentum to the mobile video economy. We are enabling transformation in the way people consume entertainment in these markets. We are also aiming at delivering a superior mobile video on-demand experience to consumers.”