Mobile TV Popular Among Males

    April 24, 2007

When it comes to the smallest screen, Mobile TV is a hit with males under the age of 35, according to a new study from comScore. The study found that close to two out of three Mobile TV subscribers are male.

Mobile TV was found to be most popular among 25-34 year olds, as they have a high level of interest and acceptance of the medium. Forty-six percent of those who currently subscribe to Mobile TV are below the age of 35, and 65 percent are male. Males were more likely than average to have an interest in Mobile TV, while females were more likely to have little interest.

"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, senior vice president of comScore TelecomSolutions.

"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."

Verizon V-Cast was found to be the leader in product awareness, with 22 percent of consumers saying they were familiar with the service. Other services mentioned were MobiTV, which had 9 percent awareness, and Modeo with 3 percent awareness.

The majority of consumers favor viewing traditional-style Mobile TV content over modified or specialized content. When it comes to watching, 56 percent said they preferred to view an entire TV show instead of a condensed version, and 53 percent were fans of general content such as news.

Cost is the main consideration among consumers choosing a Mobile TV service. Sixty-seven percent said they would watch sponsored advertisements in exchange for free subscriptions, and 64 percent preferred a test period before deciding on a subscription.

Half of respondents said that picture quality was very important, while 47 percent named screen size as a factor and 43 percent were concerned with channel reception.

The study was based on a survey of 2,000 American mobile phone users.