Mobile TV is one of the non voice-services mobile operators have set their hopes on to increase revenues. However, The Telecompaper research shows that customer interest in mobile TV is low. If mobile TV uptake stays limited, advertising in exchange for discounts or free services could be used to increase consumer uptake. If mobile TV uptake remains low, the service is probably not very interesting for advertising because of the limited reach. Also, consumers must accept mobile advertising otherwise customer satisfaction can be negatively influenced and customers could turn away. In order to get insight in data usage in general and mobile TV usage in particular, as well as acceptance of mobile advertising, Telecompaper has conducted market research. The results are based on 631 online interviews of mobile consumers aged 18 years and older.
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