Mobile phones are now the first screen, PCs the second, Televisions are the third and Cinema the fourth screen. 2009 was the year that saw mobile phones replace television sets as the undisputed first screen of entertainment. Traditional televisions have suffered further by failing to outsell PCs as the market accommodates the changing needs of the global population. As research by Gartner, the leading technology research company shows 1.2billion mobiles were sold in 2009 compared to 306million PCs and 211million TVs. Samsung, the largest maker of TVs, sells five times as many mobile phones as it does televisions. The emergence of mobiles as the choice of every generation is fed by the desire of the modern consumer for control. The mobile phone allows the user the choice of searching the internet, watching live mobile TV and video content, listening to music, maintaining contact through social networks and blogs and sending and receiving emails. A recent survey carried out at a university campus asked people to choose which item they would never leave home without, money, laptop, make-up or mobile. The resounding answer amongst those questioned at Swansea University was their mobile. Habits amongst the viewing population are changing. The days of sitting statically in front of the family television are gone. Teenagers don’t want to sit and watch TV at home anymore waiting for their parents to choose a channel they deem suitable. With the emergence of live mobile TV services such as Yamgo Mobile TV, users can access the content they want at the touch of a button. Businessmen in need of up to the minute news whilst commuting from office to meeting are utilising their Smartphone and accessing live mobile TV. The growing demand for a TV service that can benefit today’s 24 hour culture is illustrated by a recent comScore survey of Smartphone users. The company renowned for digital marketing intelligence found 32% of iPhone users and 14.6% of all other Smartphone users who accessed the internet did so in order to watch live mobile TV. These figures will continue to increase as smartphone sales rapidly escalate and mobile phone technology improves and successfully provides a more authentic and enjoyable TV experience.
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