Watching video on mobile devices has a long way to go before it becomes a ubiquitous practice among mobile phone users, according to a new report published by The NPD Group. According to the report, while 28% of all mobile phones in use in February 2006 were capable of playing digital video, only 1% of subscribers currently did so; however, 12% of wireless subscribers report that they are “likely” or “very likely” to use mobile video in the next six months. Although few in number, mobile video users show very positive usage behaviors – just over half (51%) watch video on their phones at least once a week.
“Premium services for mobile phones have only recently become big business, but video has a way to go before consumers are ready to sign on in a big way,” said Drew Hull, research director for mobile content for The NPD Group. “At this point, it’s especially important for wireless operators, service providers and video content companies to understand the mindsets of mobile phone users if they want to position themselves well for future success in marketing video for mobile phones.”