Daytime is Primetime for Mobile TV 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.
Mobile TV Usage based on Daypart (U.S.) |
Daypart | Percent of Viewers |
6am - 9am | 9% |
9am - noon | 9%
|
Noon - 4pm | 30% |
4pm - 8pm | 31% |
8pm - 11pm | 9% |
11pm - 2am
| 11% |
2am - 6am | 3% |
Source: Telephia Mobile Video Diary Report, Q2 2006 |
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."
Current Mobile Video Demographic
Breakdown(U.S.) |
| % of Mobile Video Users | % of All Mobile Subscribers |
Age Group |
18-24 | 23% | 11% |
25-36 | 50% | 24% |
37-55 | 24% | 39% |
56+ | 3% | 26% |
Gender |
Male | 70% |
47% |
Female | 30% | 53% |
Race/Ethnicity |
Caucasian | 42% | 74% |
African-American |
16% | 11% |
Hispanic | 27% |
11% |
Other | 15% | 4% |
Source: Telephia Mobile Video Diary Report, Q2 2006 |
More about the digital consumer here.