• by Jack Loechner , Staff Writer @mp_research, October 17, 2006

According to Telephia, primetime viewing for mobile video hits during the afternoon and early evening. 30 percent of mobile video users watch mobile TV and video clips on their cell phones during the hours of noon and 4 pm, and 31 percent watch during the early evening commute hours of 4 pm to 8 pm. Mobile video viewing drops to just nine percent during the regular television primetime hours of 8 pm to 11 pm.

Contrary to popular belief, mobile video usage is being consumed by older age groups, not just the 18 year olds. Fifty percent of mobile video users are 25-36 year olds, compared to 24 percent of the total mobile population.

In terms of gender, mobile video usage does resemble an early adoption profile, where seven out of ten users are men, compared to a nearly even male/female ratio for all mobile subscribers.

16 percent of mobile video users are African-American and 27 percent Hispanic, compared to 11 percent for each group for general mobile subscribers. In contrast, Caucasians under index for mobile video usage.

Mobile video users claim

• 22 percent of their viewing at home
• Twenty-two percent of their viewing while they are commuting
• Sixteen percent while they are shopping
• 14 percent while they are at work

Kanishka Agarwal, VP of New Products, Telephia, said "The TV at home is a household device that people often have to share. On the other hand, the cell phone is as personal a device as you can get, and it allows consumers to watch what they want, when they want, and where they want."

More about the digital consumer here.