Movie-mad Indians embrace video on their mobile phones

03rd April 2014
Movie-mad Indians embrace video on their mobile phones

'We are like that only':   Movies on Mobiles? OK!
Mumbai, April 03, 2014 -- The world’s largest independent mobile video, Indian talent fuelled, California-headquartered  Vuclip,   finds that mobile phones are Indians' clear choice for watching video on the hoof.... 80 percent of their customers watch video on their phone every 2 or 3 days at the very least.
These are  India-specific findings from a  global study conducted for Vuclip by marketing and research firm Millward Brown. The study revealed that Vuclip’s more than 20 million mobile video consumers in India are largely trending towards mobile devices as their go-to source for content with 81% of metro and 87% of non-metro survey participants identifying mobile phones as a preferred medium.
The study polled over 500 respondents across numerous locales and demographics in Indiafrom the Vuclip user base. 58% of the study participants were from metros; 42% were from non-metros. The greatest number of respondents, 83%, came from the age group of 18-34, demonstrating tremendous affinity among youth audiences for the mobile medium.
Phones take on TV
The mobile phone has emerged as a strong alternative to traditional entertainment media like television, as most of the Vuclip users surveyed regardless of region, watch videos from home (72%). The most popular genres among participants were movies and music, though in non-metro areas, the popularity of TV shows and lifestyle entertainment videos spikes. It’s notable that there is a growing interest in longer videos on mobile, with most metro users (59%) opting for videos over five minutes in length.
Connection Speeds and Popular Devices
The 2G internet connection is still the most widely used, making up 73% of non-metro and 58% of metro markets, although metro users report higher usage of 3G networks (24% versus 19%). Samsung and Nokia phones lead in both regions, with the former dominating metro areas and the latter favored among those polled in non-metro regions. In metros, 73% of consumers spend over Rs. 4000 (approximately $65 US) for their device where-as in non-metro areas, 44% of consumers favor phones priced less than Rs. 4000, explaining the dominance of Samsung & Nokia devices in metros and non-metros respectively.
“For a majority of Indian consumers, it’s the only screen, and no doubt, the demand for mobile video will be pushed to new heights in the days to come,” predicts Vuclip COO Arun Prakash.