Six out of 10 Americans watch videos on their mobile phones on a daily basis, according to a new research report by iGR and commissioned by the Wireless Infrastructure Association (WIA). With so many users downloading or streaming video and music to their wireless devices via standard cellular data service, there is mounting pressure on mobile networks to meet the growing demand for more capacity.

“Mobile video is now more than half of all mobile data consumers in the United States,” said Iain Gillott, President and Founder of iGR. “Our research found that the majority of Americans view high-speed mobile access as a necessity rather than a luxury. They expect access in all locations and at all times of the day. This expectation is only going to grow stronger and stronger in coming years.”

Key Findings from “Entertainment Services: The Future Is Mobile” include:

“The big challenge facing the wireless industry today is keeping up with the wireless data crunch,” said Jonathan Adelstein, CEO and President of WIA. “This research from iGR clearly demonstrates that mobile entertainment is playing a major role in driving that demand. For capacity to keep pace with this constantly growing demand, the industry is deploying more wireless infrastructure in communities around the country. This requires significant capital investments from the wireless industry, but also a commitment from local and state governments to reduce regulatory obstacles standing between advanced mobile networks and the consumers.”

The new research addresses a number of consumer behaviors that are sure to influence how mobile networks are designed and deployed.  These include specifics about online entertainment use and preferences, key habits based on demographics, and information regarding which entertainment services are used more often and by whom.

“U.S. mobile consumers expect access to entertainment on their mobile devices,” said Gillott. “The continued success of video and music streaming services is very much dependent on the ability of wireless carriers to provide fast and reliable connections. The entertainment industry therefore has a vested interest in the wireless infrastructure and its continued development.”

Download a complimentary copy of “Entertain Services: The Future Is Mobile” here.