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Mobile videos becoming mainstream in emerging markets: Study

MUMBAI: Premium mobile video-on-demand service for emerging markets Vuclip has announced that 67 per cent of 12,000 global survey respondents prefer mobile as their primary method for watching their favourite movies, music videos and TV shows.

Overall, 81 per cent of survey respondents were from emerging markets of India, the Middle East, and Southeast Asia. This illustrates that mobile video popularity in the emerging markets has moved beyond just a few early adopters and is fast becoming mainstream.

The appetite to watch mobile videos in India (74 per cent) is higher than the global average of 67 per cent with 77 per cent of men and 66 per cent of women watching their favourite videos, TV shows, and movies on mobile.

85 per cent of men and 77 per cent of women said they will further increase the amount of time they watch videos on mobile in the future. Buffering of videos is a major constraint for consumers in India with over 55 per cent of them willing to pay for a more seamless experience. For 66 per cent of respondents, paying through their mobile carriers is a preferred way to pay for the videos.

Users in India explored content across a lot of diverse interests from horror movie trailers, Bollywood, the prime minister’s speech, a tiger attack at the Delhi Zoo, and devotional content inspired by all the festivals being celebrated across the country this quarter.

Overall, survey respondents in emerging markets showed an increased desire to pay for a better video experience such as HD and unbuffered video content, and for payment to be through their mobile carriers.

The overall global study results found that:

•70 per cent of men and 56 per cent of women prefer to watch their favourite videos, TV shows, and movies on mobile compared to 20 per cent of men and 29 per cent of women who still prefer their televisions

•85 per cent of men and 75 per cent of women said they will increase the amount of time they watch videos on mobile in the future

•73 per cent of men and 61 per cent of women said it is important that the video not buffer while they are watching it. 54 per cent of men and 49 per cent of women said they would pay to download videos just to avoid buffering

•65 per cent of men and 54 per cent of women prefer to pay through their mobile carrier to purchase mobile videos, followed by credit/store payment and net banking payment, respectively.

In Southeast Asia, carrier affinity is stronger than the emerging market average with 70 per cent of men and 59 per cent of women preferring the convenience of paying through their mobile carrier to purchase mobile videos.

The Middle East region consumers showed a greater willingness to use other forms of payments such as credit card and store payments than the emerging market average. But 55 per cent of men and 43 per cent of women still prefer to pay through their mobile carrier to purchase mobile videos.

“Mobile is fast becoming the medium of choice for consumers in emerging markets to watch their favorite music, movies and TV shows,” said Arun Prakash, COO of Vuclip.“It is only natural for consumers to expect an unbuffered viewing experience in their primary method of consumption, with relevant and high-definition content, and simplicity of payment methods. This expectation and need continues to inspire us as an industry leader to innovate in these areas. We see a strong and fast-growing mobile video economy in emerging markets where the entire ecosystem will come out a winner.”

Popular regional content in the third quarter

Middle East viewers watched the popular first season of ‘Your Face Sounds Familiar’, Ramadan-inspired as well as football content in July, Turkish dramas dubbed in Arabic, and Arabic music videos.

Southeast Asia saw a school holiday increase the viewership for comedy videos on school themes, a concert in Singapore by the winner of Indonesian Idol 2012 increase views of videos by that artist, as well as searches for videos from celebrities such as Kim Kardashian, Miley Cyrus, Shahrukh Khan, and Justin Bieber.

Most common search terms

While the most popular genres provide insight into the broad topic areas in which users have shown interest, the most common search terms provide a snapshot of what was on the minds of viewers this quarter. The most common searches for the quarter show that timely top news stories and important sports events are mixed with beloved celebrities:

India                                        Middle East                 Indonesia

  1. Mary Kom Review                  Jennifer Lopez             Miley Cyrus
  2. Alia Bhatt                          Kim Kardashian       Shahrukh Khan
  3. Salman Khan & Deepika         Nancy Ajram               Kim Kardashian
  4. PM Modi’s Speech                  Haifa Wehbe               Justin Bieber
  5. Classic YRF Songs                    Football                      Rihanna