Personally, I’ve always thought it was a daft idea, and never knew why companies are pushing it so hard over here in Japan. The last thing you want from a mobile is for the battery to run out, and trying to follow the action on a tiny screen with a non-existant aerial seems like a lesson in frustration. This survey seems to back up my opinions. It was carried out at the end of July, amongst 2,156 people from a private internet survey group, 55.1% male, predominantly under 50 years old.

Q: On what devices do you watch TV? (Sample size=2,128)

Normal TV
98.0%
Car TV
15.7%
Desktop PC
15.7%
Portable PC
3.3%
Mobile phone
2.8%
Dedicated mobile TV receiver
0.4%
Other
0.3%

I’m not sure if the figures include watching downloaded content. Also, the 15.7% who watch on a car TV probably includes a scarely large percentage who watch when driving!

Next, taking the people who said they watched TV on mobile devices (portable PC, mobile phone or dedicated receiver), they asked this question:

Q: How often do you watch TV on the mobile devices when you go out? (Sample size=131)

Just about every day
13.7%
Four or five times a week
6.9%
Two or three times a week
15.3%
Once a week
10.7%
Two or three times a month
9.9%
Once a month or less
9.2%
Never watch TV when going out
34.4%

Next, taking the people who said they watched TV on mobile devices when outside, they asked these questions:

Q: Where do you watch TV when outside? (Sample size=86)

In a train, bus, or other moving vehicle
46.5%
At school or work
39.4%
Cafe, restaurant or other food and drink establishments
37.2%
On holiday
33.7%
At friends’ houses
14.0%
Whilst walking
10.5%
Other
4.7%

Q: What do you watch on TV when outside? (Sample size=86)

News or current affairs
77.9%
Weather forecast
55.9%
Variety programs
49.9%
Sports programs
29.1%
Music programs
26.7%
Dramas
26.7%
Movies
22.1%
Financial, cooking or other lifestyle programs
7.0%
Others
3.5%
Language, etc educational programs
2.3%

Q: What is unsatisfactory about watching TV when outside? (Sample size=86)

Picture interference
77.9%
Battery life is not long enough
65.1%
Difficult to answer the phone
59.5%
Picture is too small to see easily
43.0%
People round about stare
23.3%
Recorded media is awkward
9.3%
Don’t feel anything unsatisfactory
3.5%
Other
0.0%

Back with the group that doesn’t watch TV, they were asked this question:

Q: Do you want to watch TV when outside in the future? (Sample size=2,156)

Definitely want to
17.1%
Perhaps want to
34.1%
Can’t say either way
28.9%
Don’t really want to
14.1%
Definitely don’t want to
5.8%

Taking the group that wants to watch mobile TV in the future, they were asked this question:

Q: How much would you pay to watch TV when mobile? (Sample size=1,105)

Nothing
39.9%
Up to 100 yen per month
15.3%
Up to 300 yen per month
24.7%
Up to 500 yen per month
14.4%
Up to 1000 yen per month
4.9%
Over 1000 yen per month
0.9%

Finally, taking the group that didn’t want to watch mobile TV in the future, they were asked this question:

Q: Why don’t you want to watch mobile TV when outside? (Sample size=1,051)

Picture may be too small to see easily
50.1%
Battery life may be not long enough
44.6%
Picture may have interference
31.2%
May be difficult to answer the phone
30.1%
Other
23.9%
People round about may stare
17.0%
Recorded media may be awkward
7.0%

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