NEW YORK (Hypebot) –
A new Nielson study "The State of Mobile Video: Promise vs. Progress" concludes that at its current 6.5% penetration level, it’s easy be pessimistic about mobile video. But with 70% year over year growth, it may be wiser to be a cautious optimist.
According to the analysis, mobile video is a transformational technology that will require real shifts in consumer behavior. So while mobile video may have a long way to go before having a dramatic impact, when it does – "when mobile video adoption further dissolves barriers of video’s time and place" – the beneficiaries will be those who participated in its evolution, concludes the study.
Some highlights from the report:
Glass Half-Full – Mobile Video’s Best Year Ever
Glass Half-Empty – Many phones not answering the call
A mixed bag for sure, but no matter your take on mobile video, today, it’s hard to deny that a confluence of factors — better devices, faster networks, dedicated programmers, consumer interest – prime the pump for the broader, if bumpy, adoption of the platform. In short, the catalysts for growth are now in place.
A different kind of growth
Perhaps adoption of mobile video may look more like the gradual, linear adoption of DVRs than the exponential growth of portable MP3 players and the similarity wouldn’t be a coincidence. DVRs and mobile video are analogous in their transformational nature: technologies that fundamentally alter the time or place of media consumption. That’s a very distinct evolution from a technology such as the MP3 player, which did not change the time or place of the portable CD player, but simply refined the user experience of that medium – thus the adoption of the MP3 player was a logical adoptive progression for the consumer. The extent to which mobile video asks consumers to fundamentally alter their consumption patterns should not be understated.