Going Mobile: Most People Want Entertainment On The Go

Almost all of us — nearly 100 percent of U.S. consumers — use a smartphone today, and about 50 percent of us use a wireless tablet of some sort. And what are we doing with these hand-held mobile devices?

According to research from iGR, six out of every ten of us are watching videos on a daily basis. Think about how many times you’ve checked out a new skit from Saturday Night Live or watched highlights from last night’s game. It’s part of our lives these days. We just expect to be able see it on our phones or tablets first, regardless of where we are.

With so many users downloading or streaming video and music to their wireless devices via standard cellular data service, there is mounting pressure on mobile networks to meet the growing demand for more capacity.

The bottom line is that the majority of Americans view high-speed mobile access as a necessity rather than a luxury. They expect access in all locations and at all times of the day. This expectation is only going to grow stronger and stronger in coming years.

Other findings from “Entertainment Services: The Future Is Mobile” include:

• Nearly 20 percent of U.S. consumers use cellular data networks even when they have access to WiFi networks.
• Consumers age 18-34 are significantly more likely than older consumers to stream a new movie on their mobile device.
• Half of all consumers use a tablet and nearly all have at least one smartphone.
• More than 10 percent of all consumers stream video while “on the go” and via their cellular data service.

Keeping Up With The Demand for More Data

The major challenge facing the wireless industry today is keeping up with the wireless data crunch. The new research from iGR clearly shows the role mobile entertainment is playing in driving that demand for more capacity on our mobile networks.

For capacity to keep pace with this constantly growing demand, the industry is deploying more wireless infrastructure in communities around the country. This requires significant capital investments from the wireless industry, but also a commitment from local and state governments to reduce regulatory obstacles standing between advanced mobile networks and the consumers.

The new research addresses a number of consumer behaviors that are sure to influence how mobile networks are designed and deployed.  These include specifics about online entertainment use and preferences, key habits based on demographics, and information regarding which entertainment services are used more often and by whom.

“U.S. mobile consumers expect access to entertainment on their mobile devices,” said Gillott. “The continued success of video and music streaming services is very much dependent on the ability of wireless carriers to provide fast and reliable connections. The entertainment industry therefore has a vested interest in the wireless infrastructure and its continued development.”

Download a complimentary copy of “Entertain Services: The Future Is Mobile” here.