• by March 27, 2006

Is mobile TV catching on? Well, maybe among young adult males, according to Telephia, a provider of metrics to the mobile industry. A survey by the company finds that 1.5 percent, or about 3 million wireless subscribers in the U.S., streamed TV or played video content on their mobile devices in the fourth quarter of 2005.

Mobile subscribers ages 18 to 24 have the highest penetration for mobile TV and video usage, with a 3.3 percent rate, doubling since the beginning of 2005. Overall, men are more likely to stream TV and play video content on their wireless devices than women; men have a penetration rate of 1.8 percent, or more than 3.5 million wireless subscribers during the fourth quarter of 2005. Female mobile subscribers who accessed mobile TV and video content over their handsets registered a rate of 1.2 percent for the same period, or more than 2.5 million consumers, according to Telephia.

"During this early adopter stage, audience demographics play a significant role in directing mobile companies how to best develop mobile TV and video content offerings," said Kanishka Agarwal, Telephia's vice president of new products, in a statement. "The key for providers is to be able to understand the needs of these individual groups and supply targeted content that they will pay for."

In addition, Telephia's survey found that Verizon VCast and MobiTV subscribers spent roughly $40 more per month versus non-TV subscribers. During the fourth quarter of 2005, VCast and MobiTV subscribers spent an average of $94 a month versus non-TV subscribers, who spent an average monthly total of $54.

Telephia's Mobile Applications Report, due this spring, will measure revenue performance on a wide range of mobile applications, including mobile TV, news, weather, sports, and travel. The report is part of Telephia's Audience Metrics product suite, which evaluates mobile content revenues directly from the bills of an opt-in panel of 33,000 mobile consumers.