The report found that around one quarter of 15 to 24 year old Europeans can be defined as mobile entertainment fans, using more than two new multimedia services such as live TV, music or games on their mobile phones.

"The growing importance of user-generated content, social networking, mobile music and free Internet content highlights the need to convince the younger generation to pay for services and to maintain their usage patterns on other services once they grow older." said Thomas Husson, Senior Analyst at JupiterResearch.

"Revenue growth will increasingly depend on the acquisition of digital natives, the loyalty of 15-24 years old as they age and providers’ ability to initiate use among older demographics."

JupiterResearch also found that 15 to 24 year old Europeans tend to be heavy communicators, with 40 percent of them sending more than 10 SMS messages per day.

While mobile youth tend to be more likely to use and to pay for mobile services, 37 percent are not willing to pay for any services besides voice and SMS.

"Implementing a virtuous cycle between messaging and content could augment the current niche of mobile entertainment aficionados because they are also heavy communicators," said David Schatsky, President of JupiterResearch.

"To leverage the nature of a personal communications platform, stakeholders must mix content and messaging."

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.