• by Jack Loechner , Staff Writer @mp_research, August 14, 2009

Transpera and InsightExpress, announced a consumer research survey of consumers' reactions and feedback to mobile video advertising, which finds that avid mobile video users represent a unique audience that may not be reachable via other digital media, as well as an audience profile that is attractive to brand advertisers.

For example:

• 75% of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47% of the non-mobile video watchers
• 59% of the avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34% of the none-mobile video watchers
• 40% of the avid mobile video users earn more than $75k income, as compared to only 25% of the non-mobile video watchers
• 60% of the avid mobile video users in the study are male

Joy Liuzzo, Director of Marketing & Mobile Research for InsightExpress, says "... we are seeing a new breed of media consumers that are using mobile to supplement or replace their previous digital media consumption."

Mobile video users rely on their device, spending more time on their mobile than they do on their computer, compared to non mobile video viewers, says the report. 62% of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.

Mobile users who watch mobile video at least once a week report their media preferences and behaviors, suggesting, says the report, that mobile video is a great feature for reaching an unduplicated unique audience news, sports and information services.

Media Preferences & Behaviors (% of Respondent Classification, Mobile Viewers Watch Mobile Video at Least Once a Week)
	Mobile Video Viewers	Non-Mobile Video Viewers
Rely on mobile for up to the minute info	78%	19%
Prefer to receive info via mobile Internet	71	13
Get news from mobile more than any other source	58	10
Spend more time away from computers than in front of them	50	21
Source: Transpera & InsightExpress survey, July 2009

Phuc Truong, Managing Director, US - Mobext, says "The mobile video audience is savvy and focused on their mobile experience... these devices are an integral part of their lives... brands will find this audience highly attentive."

Frank Barbieri, CEO and founder of Transpera, says "... more consumers are turning to their phones for 24/7 access to news, sports, entertainment, weather and more"

For additional information, please visit here.