BBC iPlayer is mobile’s most wanted

According to recent research by analyst house CCS Insight, the BBC’s iPlayer came out on top in a poll of what the most desired mobile service is with users saying that they want to get access to the TV and radio programmes on their phone.

BBC iPlayerThere are a handful of handsets out there which currently have the ability to play programmes from the iPlayer through 3G and Wifi, for example, a whole host of Nokia’s like the N85, N96 and N97 phone, Samsung’s, Sony-Ericsson’s and the iPhone. The iPhone can however, only stream over Wifi. Considering the amount of storage available on the iPhone, I’d love to to be able to download a programme in an evening and watch it while travelling in to work in the morning. I’d like to think over time, it will be possible!

Consumers’ mobile internet usage is on the increase due to phones like the iPhone coming with ‘all you can eat’ data packages. I use my phone more for web browsing and emailing than I do for actual phone calls. That’s something the telco’s will have noticed as a growing trend and it represents an opportunity for mobile operators to revitalise their ARPU (average revenue per user) and create new data-oriented business models as voice revenues continue to decline.

iPlayeriPhone

In the poll as mentioned above, navigation/maps and unlimited music are the next most desired mobile services after iPlayer, according to the analyst’s report, with around 20% of the votes on each. Maps have been ever present on the more top end of phones for the last few years, I was using an N95 and it’s ‘Maps’ programme about 2 years ago now but it’s becoming more commonplace and a standard feature.

Voda 2005Multiplayer games and other mobile TV were desired by four per cent of the vote apiece, with video calling being requested by just three per cent. Video calling was once a key feature for some top end phones on Vodafone a few years back in 2005. It was expensive, you were prohibited by others needing a front facing camera and well, it never did catch on did it. Picture to the left is Vodafone’s Christmas 2005 handsets which were heavily pushing the 3G technology, increased download speeds and mobile TV.

Interestingly, the respondents of the survey showed that gender informs hardware choice, with Samsung mobiles being twice as popular with women than men – but the reverse being true for the iPhone and BlackBerry. 90% of the users questioned had visited Facebook on their mobile with only 14% having visited Twitter. This for me would be a clear indication of the age of the large majority of users polled, where it was said that 18-35 year olds were polled. I’d think they were mostly of the younger age bracket as it’s well known that Twitter is more widely used by 35+.

Mobile phones are the most searched for consumer electronics product; Apple the top brand

Below is a guest posting on the Hitwise blog by Richard Seymour, their UK intelligence analyst and resident gadget expert.

I found the below a pretty interesting read so hope Hitwise don’t mind me reposting. The hot consumer electronics list is full of insights so the webinar linked to below is a recommended click.

We have developed a tool to analyse the consumer electronics search data – The Hitwise Hot Consumer Electronics List. For the most recent week’s data (week ending 14/03/09), we can see that mobile phones are the most searched for products online, accounting for almost 30% of all consumer electronics searches. The top phone is consistently the Apple iPhone, with approximately 1 in 12 mobile phone searchers currently searching for all variations of the iPhone. The iPhone has so far only been surpassed on the odd week or two during the launches of new phones. For example, the Nokia 5800 XpressMusic which launched on 23rd January 2009, took top spot during w\e 14th Feb, picking up 6.6% of all mobile phone searches. However it fell back to second spot the following week, where it remains with 4.7% of all mobile searches.

Mobile_phones_video_Games_computers_software_televisions_cameras_game_consoles_mp3_players_sat_navs_toys_hobbies_hitwise.png

1 in 10 searches are for video games – over twice as many as for games consoles in seventh place – with Resident Evil 5 the most searched for video game last week. Computers and software sit in third and fourth places, and televisions are the fifth most searched for gadget with 4.5% of all searches last week. Cameras, Mp3 players, Satellite Navigation systems, -dominated by TomTom – and Toys complete the top 10 most searched for consumer electronics product types.

Lego is the top Toys and Hobbies brand, accounting for almost 1 in 8 Toys and Hobbies searches. However, the Danish company doesn’t make it into our list of the overall top 20 most searched for consumer electronics brands. These are highlighted in the treemap below, which shows the most popular brands in the Hitwise Consumer Electronics List. The size of the box represents its relative size to the top 20, with the top 10 represented by their logos.

apple_nokia_samsung_dell_sony_sony_ericsson_lg_hp_panasonic_nintendo_hitwise.PNG

We can see that Apple leads the pack, with 12% of all branded searches – almost twice as many as Nokia. As we saw above, Apple’s iPhone sits ahead of Nokia’s phones in the mobile phone market, but it is iTunes and their iPods that really sets the company apart from the rest of market in terms of searches. In the top 10, Samsung, Sony, LG and Panasonic all compete amongst multiple product ranges (most notably televisions), whereas Dell and HP share their involvement in the computers and printers categories. As we can see, the Hot Consumer Electronics List allows us to compare brand share amongst brands that would never normally be compared based on their niche product ranges, such as Blackberry, Dyson, TomTom and Nikon.

Another great use of the tool is to identify and gauge interest in new products, brands and fast-moving product areas. For example, we were able to track the increase in searches for netbooks in the weeks leading up to Christmas, and the continued interest in them as more models enter the market. The chart below, made up of portfolios of search terms for netbooks extracted from this consumer electronics search tool, allows us to see that not only is the Samsung NC10 clearly the most searched for netbook, but also that the new Archos 10 has shot from nowhere to be one of the most searched for netbooks, and the 6th most searched for computer overall.

samsung_nc10_acer_aspire_one_archos_10_hp_2133_mini_note_asus_ee_hitwise.png

We have also been able to identify seasonal consumer behaviour. For example, there was a 31% increase in searches for garden products last week, with lawn mowers and especially the Bosch Rotak 34 the products of choice. There was also a 10% increase in searches for vacuum cleaners, lead by the Dyson DC25 as the Spring cleaning bug starts to hit.

The question is, are retailers and manufacturers already optimised for these products as we approach Easter? If you want to know more about the Hot Consumer Electronics List and see how it can help you, we’ve put together a short webinar describing how it works in more detail which you can watch here. If you have any further questions, please feel free to use the comments box below.

Follow Hitwise UK on Twitter.