ruk.blog

People want to see long-form movies on their television sets and are willing to watch short-form television shows on their computers, but few want to see programming on their cell phones, according to new research by the Diffusion Group.

Apple TV, Vudu, Movielink, Unbox: the Internet is littered with services that offer the ability to download Hollywood movies (legally) online. None have had widespread success.

A new report by the Diffusion Group, a research firm, says that less than 10 percent of adults with broadband connections have ever used such services, and only about 1 percent use them frequently.

The problem is that most services deliver movies solely to users’ computers. Those services that send movies to the television generally charge for equipment. When consumers have to purchase more equipment (and even have to re-program their universal remotes), there’s friction. And, consumer friction slows adoption, as well as reduces the market size.

People traditionally want to watch long-form video on their television sets — to get a cinematic experience. That’s where our high-def sets are, and that’s where the surround sound is.

By contrast, consumers are happy to watch short-form video — TV shows and the like — on the Internet. But that interest does not carry over to cellphones yet. All of the research continues to support a lack of interest among consumers in viewing video on the mobile phone.

I would have to agree. I observe very few consumers interacting with video on their mobile phones. It does has limited value, but, when you have little else to do (stuck waiting in a doctor’s office, or on a plane or subway), it can make killing time quite entertaining. I think it will take more time for this to become more mainstream, and for people to “think of it” when they seek short duration entertainment. I know I have used my iPhone to watch my home movies and really marvel at how convenient and entertaining that can be. Whenever I show family and friends the capability, they’re always blown away.

I know mobile video will catch on over time, as more mobile devices provide high quality video playback (like an iPhone) as well as easy access to content. iMemories will play a role by providing consumer generated video content — that is, family home movies in mobile phone video format — making it easy for consumers to watch their home movies wherever they happen to be.