NEW DELHI: Mobile video is fast becoming the medium of choice for consumers in emerging markets to watch music, movies and TV shows, according to a new survey which says this appetite is particularly strong in India.

Vuclip, a mobile video on demand service, surveyed more than 12,000 people globally, with four fifths of respondents coming from India, Southeast Asia and the Middle East. It found that 67% preferred mobile as their primary method of viewing such content, with men (70%) more keen than women (56%).

But in India these figures were significantly higher. Some 74% liked to watch mobile video content, including 77% of men and 66% of women. This level of popularity indicated, said Vuclip, that mobile video had moved beyond a few early adopters and was fast becoming mainstream.

When it came to intent to spend more time watching mobile video in the future, India was more in line with the global average. Fully 85% of men and 75% of women around the world – 85% men and 77% women in India – said they planned to increase the time they devoted to this activity.

But buffering of videos is a major constraint for consumers in India and more than half (55%) were willing to pay for a more seamless experience. Again, this was broadly in line with the global experience, with 54% of men and 49% of women saying they would pay to download videos and view them uninterrupted by buffering.

"It is only natural for consumers to expect an unbuffered viewing experience in their primary method of consumption," said Arun Prakash, COO of Vuclip. And he also highlighted a desire for relevant, high-definition content and simplicity of payment methods.

As regards the latter, 66% of respondents in India preferred to pay for mobile video via their mobile carriers.

For the former, the survey showed that users in India explored content across a lot of diverse interests from horror movie trailers, Bollywood, the prime minister's speech, a tiger attack at the Delhi Zoo, and devotional content inspired by all the festivals being celebrated across the country.

Data sourced from Business Wire India; additional content by Warc staff