Movie Streaming Customers Prefer Mobile Devices Over PCs, Study Finds

ForeSee research finds iTunes is most highly rated streaming service

Last Updated: July 16, 2014 @ 3:47 PM

The big screen just keeps getting smaller.

Netflix, iTunes and Hulu users prefer to stream movies on mobile devices over personal computers, according to a new report from ForeSee.

The analytics firm surveyed 5,500 consumers over two weeks in June and  found that mobile media scored a 77 in terms of customer satisfaction on an 100-point scale. The study has a margin of error of plus or minus one point.

ForeSeeIn contrast, an earlier study in April of this year found that customers who accessed online video services on a personal computer rated the experience a 67.

"We have reached a tipping point," Eric Feinberg, Senior Director of Mobile, Media and Entertainment, said. "When it comes to the internet traffic the balance of power has shifted from desktops to smart phones and tablets, because mobile offers the screen of convenience. 

Despite the portability that comes with an iPhone or an iPad, most respondents report that they are accessing films and shows in their own homes instead of in transit. Sixty one percent of those surveyed said they view content in their living room, 43 percent watch shows and films in their bedrooms and 32 percent hit play while they are out and about. 

ForeSeeCustomers are primarily accessing these services through apps. When it comes to providing the most seamless access to movies and television shows, Apple’s iTunes scores the highest of any measured company in the study.  ITunes users gave the retailer a score 80.

Right behind were two companies that bet heavily on providing original content. Netflix, which has invested heavily in exclusive programming like "House of Cards" and "Orange is the New Black" scored a customer satisfaction rating of 79.

HBO Go, the digital delivery subscription service that Netflix views as a chief rival, was also a hit with consumers, scoring a 79 rating.

Feinberg said that Amazon’s relatively late entry into the streaming game may have hurt it with consumers. ForeSee historically has found Amazon to be a leader in virtually all of its customer satisfaction studies related to e-commerce and other services, but its Amazon Instant video service was in the middle of the pack with a 78 rating.  

"I didn't expect to find Amazon not winning the customer experience game because they're usually at the top of the leader board," Feinberg said. "This is a very competitive category and it shows that they are really just starting to get serious. There's so much change in this space though that over the next year we could see big changes in the rankings."


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