The Mobile Phone as the Third Screen?: An Adoption Study of Mobile TV in China

Ran Wei; Huang Jinhua

doi:10.1080/23776277.2009.12224396

The Mobile Phone as the Third Screen? An Adoption Study of Mobile TV in China

Ran Wei
, Huang Jinhua

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

1 Citation (Scopus)

Abstract

This study assesses the notion of mobile phones as the third screen. The results of a survey of mobile phone users in China show that the adoption of mobile TV is low. Among the 856 respondents, less than two per cent had viewed TV on their phone. Lacking a critical mass of mobile TV users, the mobile phone has yet to be established as the third screen. Among the 844 non-adopters, one-fifth felt that mobile TV was desirable. They were found to be young professional males who commuted more, used the mobile phone heavily and browsed the Web via the mobile phone.

Original language	English
Pages (from-to)	187-193
Number of pages	7
Journal	Media Asia
Volume	36
Issue number	4
DOIs	https://doi.org/10.1080/23776277.2009.12224396
Publication status	Published - 31 Dec 2009

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10.1080/23776277.2009.12224396

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abstract = "This study assesses the notion of mobile phones as the third screen. The results of a survey of mobile phone users in China show that the adoption of mobile TV is low. Among the 856 respondents, less than two per cent had viewed TV on their phone. Lacking a critical mass of mobile TV users, the mobile phone has yet to be established as the third screen. Among the 844 non-adopters, one-fifth felt that mobile TV was desirable. They were found to be young professional males who commuted more, used the mobile phone heavily and browsed the Web via the mobile phone.",

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The Mobile Phone as the Third Screen? An Adoption Study of Mobile TV in China

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