A nascent demand for mobile TV and video services in the UK is being compromised by a lack of awareness of the services available and high service cost according to research by mobile TV and video solutions provider Quick Play Media.

Encouragingly, the study showed that there is a definite demand for mobile TV in the UK: 65% of respondents stated that they were willing to spend time watching an advert if it meant that the mobile TV. However, this was only own the basis of whether the video content was free or discounted.

In general 33% of those surveyed believe that cost was a barrier preventing people consuming TV and video content on their mobile phones, second only to lack of awareness of the mobile TV and video services on offer (44%).

If mobile TV and video were to be charged for, 22% indicated that they would prefer a pay-per-use business model and 13% outlined a preference for an additional monthly subscription that would deliver the content without adverts. The cost barrier will likely erode as ‘all-you-can-eat' data plans become more prevalent in the market place.

"Operators across the world have invested heavily in improving their network structures to handle high-speed data transfer, but as an industry it seems that we are challenged by the last hurdle in marketing and selling these innovative data-based services to the public. There is a clear lack of awareness by end-users about what services they can enjoy, and what it will cost them to start watching," commented Wayne Purboo, CEO of QuickPlay Media.

Two in five of the survey had watched TV and video content on their mobile phone, with many now regularly using such services. Nearly one in five (18%) of those that have tried a mobile TV and video service watch on a weekly basis, with more than a third watching almost on a daily basis.

For consumers that are currently using mobile TV and video, nearly half have used such services at home. Additionally, 30% stated that they would watch mobile TV and video in between activities and 28% said it was a service that they used while in transit. A third watched TV or video on their mobile for up to 60 minutes or longer, and 41% would consider the ability to pause and resume content a deciding factor in whether or not they would watch longer forms of content, such as a full-length movie, on a mobile device.