News Brief

Mobile Video Users Prefer Short Clips

According to a study released Tuesday by Starcom USA, a division of the Starcom Mediavest Group, 80 percent of "early adopters" preferred to watch longer programs on their TV, leaving short-form items for video iPods and other mobile devices. The survey, which questioned 1,000 consumers ages 13 and older, and segmented them into three groups--early adopters, early majority, and late majority--also found that cell phones are primarily considered an informational device, while MP3 players are used for entertainment: 65 percent of early adopters would watch a video on their iPods, while only 40 percent would do so on their cell phones.

--Shankar Gupta

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