51 per cent have watched TV or a movie on a smartphone or tablet

QuickPlay study indicates dramatic shift in viewing habits away from the big screen.

The survey found more than half of UK consumers have watched TV or movies on mobile devices, and that 76 per cent of 18-44 year olds say they are watching more TV on these devices than a one year ago.

It all adds fuel to the belief that the combination of 3G, data bundles, wi-fi and hi-res touchscreens are combining to transform viewing habits.

The other main findings were:

* Mobile TV watchers prefer to view on demand TV (44 per cent) compared to 28 per cent who prefer to use mobile devices to watch live programming.
* Most consumers watch mobile TV at home, but 39 per cent watch TV on mobile devices while commuting.
* TV episodes are the most frequently viewed type of content with nearly 60 per cent of respondents watching them, followed by sporting events and news.
* Tablet device users watch mobile TV for far longer than those using smartphones - 20 per cent of tablet device users reported having spent more than an hour of uninterrupted time watching a TV programme or a movie.
* 33 per cent of mobile TV viewers watch at least once per week and 12 per cent viewing almost every day.
* 75 per cent of respondents would like their service provider to invest more in their mobile TV services.

“We’re in the midst of a massive transformation of the way consumers watch TV and movies,” said Mark Hyland, VP of sales and marketing for QuickPlay Media.