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These figures also show that 10 per cent have already watched a full length television programme on their mobile phone. This is a positive sign for services that are so young to market.

Have you ever watched a movie or full length television programme on your mobile phone?

3%

I don't know

87%

No 10%

Yes 0%

20%

40%

60%

80%

100%

Figure 6 The research also demonstrated that, despite a number of UK consumers not using mobile TV and video services today, 65 per cent of respondents stated that they would be willing to spend time watching an advert if it meant that the mobile TV or video content they consume is free or discounted.

Would you be willing to watch a short targeted advertisement on your mobile device in order to have discounted access to mobile TV and video content?

14%

I don't know

22%

No

65%

Yes 0%

Figure 7

10%

20%

30%

40%

50%

60%

70%

UK MobileTV+Video Consumer Survey 2008  

UK Mobile TV & Video Consumer Survey 2008