Lyra Research Survey Finds Low Consumer Interest in Watching TV and Videos on Cell Phones; Marketers Must Overcome Hurdles to Spur Adoption

Business Wire, Sept 27, 2004

NEWTONVILLE, Mass. -- Television-enabled cell phones are on the horizon, but is there strong consumer interest in this new technology? Not yet, according to a study conducted by Lyra Research's DTV View group. Conflicting Signals: A Cell Phone Television Interest Survey polled more than 1,300 U.S. cell phone users, finding that the majority were not interested in watching TV on a cell phone or other portable device.

"TV-equipped cell phones would effectively allow individuals to watch TV anytime and anywhere. This realization was the source of strongly negative survey comments. Concerns ranged from increasingly inconsiderate cell phone behavior to questions about the merit of cell phone-delivered television programming--daunting hurdles for cell phone TV marketers," comments Steve Hoffenberg, principal analyst for the DTV View report series and Lyra Research's director of electronic media research.

Hoffenberg adds, "The most viable audience for marketing cell phone TV may be among younger adult age groups who were more likely to indicate high interest."

Conflicting Signals: A Cell Phone Television Interest Survey is based on a study conducted in July and August 2004. The report examines which consumer demographic and technographic groups are most interested in cell phone television, which types of programs they're most interested in watching, and in which situations they're most likely to watch; it also includes analysis for the marketing of cell phone television in the United States. The report is the fifth in the new DTV View series on the digital television market (www.dtvview.com), published regularly by Lyra Research.

About Lyra Research

Founded in 1991, Lyra Research is recognized worldwide as a leading provider of market, product, and technology information and analysis focused on imaging industries. Lyra Research provides targeted information to more than 2,000 clients in more than 40 countries. Lyra's researchers and analysts have solid professional industry experience and provide clients with decision-critical support and market intelligence. Lyra's portfolio of services includes leading industry newsletters, market reports, advisory services, conferences, and custom consulting. With DTV View, Lyra is applying its research methodologies and publishing expertise to the digital television industry.