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Younger Men More Likely to Watch TV on Cell Phones

23 Apr, 2007 By: John Latchem

The demographic of mobile-TV subscribers skews younger and male, according to results released by comScore Telecom Solutions, a firm specializing in measuring digital services.

A March survey of more than 2,000 cell phone users in America indicated that among subscribers of mobile TV, which is defined as television watched live or on-demand on a mobile phone, 65% are male and 46% range from 18 to 34 years old.

Women were less likely to subscribe to mobile TV, with 59% of female respondents expressing a lack of interest.

Among age groups, those 35 to 44 years old generated 30% of subscribers and 30% of total interest in subscribing, outpacing the 25-34 age group, which tallied 29% in each category. When asked if not interested in mobile, however, 28% of the 35-44 group said they were not, compared to 21% of the 25-34 group.

“While the use of mobile TV is a growing trend among mobile-phone users, its current devotees appear to be the early adopters of new technologies,” said Serge Matta, SVP of comScore. “As is the case with the majority of technology lifecycles, early adopters include many younger and male consumers. Once the early adopters have had a chance to fully engage with the technology and share their experiences with friends, relatives and colleagues, mobile TV is substantially more likely to reach a critical mass in the marketplace.”

Among named mobile-TV brands, Verizon V-Cast generated the highest awareness, recognized by 34% of subscribers and 22% of all respondents, followed by MobiTV (34%/9%) and Modeo (15%/3%).

As to what to watch, 56% favored unedited TV shows, and 53% favored general content such as news (as opposed to focused content such as extreme sports). Of those currently subscribed to mobile TV, 46% prefer general content and 43% prefer whole TV shows.

When considering a mobile-TV service, 71% of respondents indicated cost was the top concern, followed by picture quality and screen size. Also, 67% of respondents indicated a willingness to watch sponsored advertisements in exchange for free subscriptions.

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