QuickPlay research also shows increased resistance to ad-funded mobile video among consumers.
QuickPlay has revealed the results of an independent Market Tools survey focused on mobile TV and video consumption in the UK.Worryingly, 50 per cent of respondents stated that perceived cost is still the main reason for not accessing such services, an increase from 33 per cent reported in a similar QuickPlay survey last year.
There was also a decline seen in willingness to accept advertising in return for access to free or discounted TV and video content, from 65 per cent to 53 per cent.
Forty-six per cent of respondents were not aware if their mobile operator offered mobile TV or video services.
On the bright side, however, seventy-four per cent agreed that more people will be watching TV and video programmes on their mobile phone at the beginning of 2010.
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Moreover, the number of respondents that have viewed mobile TV and video content was at 48 per cent, compared to 41 per cent in the 2008 survey.
Wayne Purboo, president and CEO at QuickPlay Media, said: “Demand is clearly present with many believing mobile will be a standard viewing platform for 2010, yet many consumers are still unaware of the types of services on offer to them.
"To drive growth and build revenue opportunities, pricing must be reviewed and content must be relevant. By promoting their services and aligning pricing models with customer perceived value, operators will quickly see strong results."
