FinPilot2 Final Report – User Acceptance of Mobile TV Services ...

7 Overall Results
The mobile TV study was closed with final interviews of four focus groups in March
2008. Before the actual interviews the panellists were asked to fill in forms that
collected their general opinions about mobile TV, feedback of usage situations and
preferred channels and services. The final interviews lasted approximately 1.5 hours
each. In the following sections, we present conclusions from the results of the
interviews, complementing them with findings from the individual surveys.
Figure 7-1. Final interviews were carried out in focus groups
7.1 Usage situations and times
Most of the panellists had been watching mobile TV at least weekly (21/27). The
add-on services were used less than weekly; only three panellists reported that they
had been using additional services weekly.
”I think that this is best what is available in phone market, that I can have always or almost
always TV on, whether I need it or not.. I think that within five years there won’t be on sale
mobile phones without TV.”
Of the panellists surveyed, 14 had been watching mobile TV mainly in vehicles
and 11 panellists had been watching it mainly at home. Some of the panellists had
also used mobile TV at their work place. Mobile TV was used least in hobbies (see
Figure 7-3). Most panellists commented that Mobile TV usage has not affected
their usage of other media, mobile TV was rather one extra medium among others.
Some panellists commented that during the test period they watched or listened
to morning programmes from mobile TV while they ate breakfast and read the
newspaper.
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