Free Content Needed to Prime the Pump

Since consumers are not sold on mobile video services, mobile service providers should try offering users free content to prime demand, say researchers at Parks Associates.

While nearly one third of U.S. households have a video-capable mobile phone, operators are struggling to find an audience for their mobile video services, according to John Barrett, Parks Associates research director.

Most consumers with a video-capable mobile phone never have used the video features, Parks Associates finds. About 56 percent never have watched a video clip using a mobile phone, Barrett notes

“Buy before you try is always a tough sell,” says Barrett. "Many consumers are hesitant to pay for a new, unfamiliar service, but they will remain unfamiliar with the service until they or someone they know uses it.”