UAE viewers pioneering ‘social TV’: Motorola

Viewers in the UAE are embracing social media as a way of enhancing the television experience, according to the findings from Motorola Mobility’s 2010 Media Engagement Barometer, an independent global study of video consumption habits among 7,500 consumers in 13 markets by research agency Vanson Bourne.

Sixty per cent of those surveyed from the UAE have used a social network or internet chat software to discuss a television programme or video content while they were watching it; the third highest total behind China (70 per cent) and Russia (66 per cent).

Of this group, a further 67 per cent do it frequently or very frequently, the highest combined percentage of the entire survey.

Spelling good news for service providers, 28 per cent of those who have used social networks or chat service to discuss programming would readily pay a premium for such services to be integrated into their TV service, while 47 per cent would seriously consider paying extra provided they were given a demonstration of its value. A massive 73 per cent would change service provider to one that offered access to these services.

Reinforcing the notion that viewers in the UAE are progressive when it comes to how they consume video content, out of the 13 markets surveyed, the UAE leads the pack in terms of mobile TV and video. Over half of respondents say that it is either very or quite important for them to be able to watch free-to-air and subscription content on a device when they are outside the home.

According to the results, the TV, while still the primary viewing device, is fighting for eyeballs with a range of other screens. Fifty-two per cent of the sample watches TV and video on laptops, 31 per cent on desktops and 13 per cent use either smartphones and/or tablet devices.

“The general trend for the survey has been towards established Western markets being more conservative in their viewing habits than Middle Eastern and Asian ones, and the UAE results certainly bear this out,” said Alper Turken, Sales Director, Middle East and Turkey, Home business, Motorola Mobility.

“The internet era of TV is shaking and breaking existing usage patterns and business models, presenting opportunities for service providers. As the UAE results show, innovations around integrating social media functionality will certainly find favour with viewers, and this should encourage the development and deployment of new services in the region.”

Viewing preference

Respondents are accessing a broad mix of services. As a total percentage of the UAE sample, 58 per cent use free to air service, 67 per cent have subscription services, and 45 per cent access video content via other means including on-demand and media broadcast through the internet.

In regards to which is the most preferred of these services, of the respondents who spent a lot of time viewing each service, IPTV is just as popular as subscription services over satellite, again reinforcing the notion of the UAE viewers being progressive.

Interestingly, regarding weekly viewing hours, the survey suggests that UAE viewers watch the least amount across the sample markets at just 13 hours a week (the same as South Korea). The average for the 13 regions is 17 hours.

Next generation devices

When looking at ownership figures for next generation devices (both now and within next 18 months), the UAE yet again leads the study.

More respondents say they plan to buy a 3D television by 2012 than in any other market (42 per cent plan to own in the UAE against a global average of just 22 per cent). In fact three times as many as in France and Germany and almost four times as many as North America.

There are also high levels of interest in high definition television sets (80 per cent either own or plan to own) and Internet enabled televisions (59 per cent either own or plan to own against an average of 43 per cent).

It's good to talk

In contrast to the overall survey trend where being able to shop through your television was ranked as the most exciting new service, viewers in the UAE are more interested in how TV can enhance personal communication. Chat (53 per cent), updating a social network (46 per cent) and video conferencing/messaging (42 per cent) are the top three services citizens would like to see made available through the TV service.

Another area of stark contrast between UAE findings and the rest of the markets is recommendation engines.

A massive 41 per cent (over double that of the entire survey) would like to see this service – which makes recommendations based on previous viewing and allows viewer to make recommendations to friends – available through the TV with a further 40 per cent showing real interest providing they could see immediate benefit and value.

Turken said: “The research paints a picture of an advanced TV and video market, with clear opportunities for service providers with the vision and content that speaks to the demand for new services and the availability of new devices. Compared to other regions, viewers in the UAE have already bought into the benefits that the Internet can offer. They are also leading the pack when it comes to augmenting their viewing experiences with social media.”