More consumers would pay for mobile video content if services were of a higher quality, claims new media delivery specialists, Vidiator. In India, 50% have paid for mobile video content, compared to 26% in the UK and 47% in Malaysia. However, the company indicates that two thirds of people would be willing to pay for the content if the service was of better quality.

The survey of 1,500 people from the UK, India and Malaysia claims that customers are experiencing poor quality images and slow loading times when watching video content on portable devices. Over 50% of people in the UK, 68% of Indian consumers and 89% of Malaysian consumers state that they are dissatisfied with the time it takes for a video to load.

Customers also complained about poor picture and sound quality. Sixty one percent of Malaysian consumers noted this, compared to 33% in India and 19% in the UK. UK consumers tended to complain about interruptions to playback, which is suffered by 41% of subscribers.

“Video consumption on tablets and mobiles is widely expected to double in the first six months of 2012,” says Tae Sung Park, CEO of Vidiator. “But poor quality content and slow delivery is putting people off using video more often and the results show that operators aren’t yet making the most of the huge mobile video opportunity.”

However, 73% of people in the UK have already paid for mobile video, or would consider it in the future, compared to 64% in India and 74% in Malaysia. Fifty percent of Indian consumers are already paying for mobile video, with 47% of people in Malaysia and 26% in the UK.

caroline@mobilesquared.co.uk