comScore Study Reveals That Mobile TV Currently Most Popular Among Males and Younger Age Segments

comScore, released the results of
a study analyzing Americans’ usage of, and attitudes toward, Mobile TV, which is
defined as television watched via a mobile phone device (either live or
on-demand). The study, based on a survey of more than 2,000 mobile phone users,
revealed that nearly two out of three Mobile TV subscribers are male and that
nearly half are below the age of 35. Also included in the study are insights
about consumer behavior and attitudes toward Mobile TV, including information on
product awareness, programming content, and key purchase motivators.

Mobile TV Most Popular Among 25-34 Year Olds

An analysis of Americans’ usage of, and attitudes toward, Mobile TV by
demographic segment revealed a higher level of interest and acceptance among
younger adults and males. Forty-six percent of those who currently subscribe to
Mobile TV are below the age of 35 and 65 percent are male. Males were also more
likely than average to be interested in Mobile TV, while females were more
likely to report being not interested.

Demographic Profile of Mobile TV
March 19-23, 2007
Source: comScore Mobile TV Study

Percent of Respondents


All Subscribes Interested Interested

Respondents to Mobile in Mobile in Mobile


Gender 100% 100% 100% 100%

Male 50% 65% 54% 41%

Female 50% 35% 46% 59%

Age 100% 100% 100% 100%

18 – 24 Years Old 8% 17% 7% 5%

25 – 34 Years Old 25% 29% 29% 21%

35 – 44 Years Old 29% 30% 30% 28%

45 – 54 Years Old 24% 13% 22% 26%

55 – 64 Years Old 11% 11% 8% 16%

65+ Years Old 2% 0% 2% 3%

“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 Telecom Solutions. “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 Leads in Product Awareness

As part of the study, comScore asked consumers about their awareness of
various Mobile TV services. Verizon V-Cast generated the highest overall
awareness, with 22 percent of respondents indicating they were familiar with the
service. In comparison, 9 percent were aware of MobiTV and 3 percent were aware
of Modeo. Among those who currently subscribe to Mobile TV, awareness was
substantially higher for Verizon V-Cast (43 percent), MobiTV (34 percent), and
Modeo (15 percent).

Consumers Want Traditional TV Content on Mobile TV

Overall, consumers would prefer to watch traditional-style Mobile TV content
rather than modified or specialized content. Fifty-six percent of respondents
would prefer to watch the “entire TV show” rather than a condensed version and
53 percent favored general content (such as news) over focused content (such as
extreme sports programming). However, of those who currently subscribe to Mobile
TV, 46 percent prefer general content to focused content and 43 percent prefer
entire TV shows to condensed TV shows. Those interested in Mobile TV preferred
local news, dramas, movies and sitcoms above other content.

Primary Motivator in Subscribing to Mobile TV Service is “Cost of Service”

comScore also questioned consumers about their top considerations in
selecting a Mobile TV service. Not surprisingly, approximately 71 percent of the
respondents said that “cost of service” was a top consideration. However, 67
percent of respondents who are interested in subscribing to Mobile TV also said
that they would be willing to watch sponsored advertisements in return for free
subscriptions, while 64 percent also favored a test period before committing to
a subscription.

Americans also indicated that they place a high value on the quality of the
viewing experience when choosing a Mobile TV service. Half (50 percent) said
that “picture quality” was very important, while 47 percent indicated the same
for “screen size” and 43 percent for “channel reception.”

Key Motivators in Subscribing to Mobile TV Service
March 19-23, 2007
Source: comScore Mobile TV Study

Percent of Respondents


All Subscribes Interested Interested

Respondents to Mobile in Mobile in Mobile


Cost of service 71% 64% 76% 63%

Picture quality 50% 49% 59% 36%

Screen size 47% 47% 49% 44%

Channel reception 43% 46% 54% 27%

Available channels 40% 52% 53% 20%

Sound quality 39% 39% 48% 27%

Ease of use 25% 36% 29% 16%

Security 16% 21% 19% 8%


Population: U.S. Internet users who use mobile phones for personal use

Time Period: March 19, 2007 – March 23, 2007

Survey Mode: E-mail survey sent to comScore panelists

Total Respondents: n=2,020

— Respondents who currently subscribe to Mobile TV: n=210
— Respondents who are interested in Mobile TV: n=752
— Respondents not interested in Mobile TV: n=757
— Respondents unaware of/no opinion on Mobile TV: n=301

Contributing analysts: Serge Matta, Brian Jurutka, Lacey Caldwell, Gillian
Heltai, and Elizabeth Emmart