Strong future for mobile TV predicted

According to the report, it is clear that mobile TV will create a market for more TV viewing in addition to that at home, delivering the notion of 'TV snacking' while on the move - news and weather for professionals commuting to work, celebrity gossip and game show updates for the young professional and music videos for teenage fans. Sports aficionados also appear to be keen to grab the latest action whenever they can.

All the evidence suggests that, even at conservative estimates, the market potential is huge.

Video calling, while still in its infancy, obviously holds an attraction for many users, particularly the teen market, 85% of whom expressed a desire to use video calling in the future. Interestingly, pre-paid subscribers were willing to pay more than post paid subscribers per call. Once again, the research indicates a very attractive market, with the potential for perhaps as many as 400 million Europeans using the service.

Zero tolerance to advertising

One of the most intriguing findings of the survey is consumer attitudes to mobile advertising, with over 65% of those questioned expressing zero tolerance to what many consider to be an unwelcome intrusion into their mobile world. As well as being likened to email spam, advertising was considered particularly unacceptable if it intruded on paid for time watching mobile TV.

The survey also provides insights into mobile user attitudes and trends across all major European markets. Italy and Spain, for example, turn out to be the mobile content hotspots while users in Denmark, France and Russia prefer to use content and services pre-installed on their phones. Men continue to prefer buying online while women prefer to go shopping for real.