• by Jonathan Blum , February 27, 2007

Is the video iPod a marketing mirage? Maybe yes, maybe no.

Nielsen Media Research announced a new study late last year arguing that video usage of iPods was essentially nonexistent. The study followed 400 users for about a month, finding that little more than 2 percent of participants watched a video clip.

The study was part of Nielsen's Anytime Anywhere Media Measurement initiatives.

The iPod's low video score got plenty of play: Most media outlets ran the story hard. But savvy marketers have their doubts.

"I'm suspicious," says Doug Powell of ad agency Maiden Lane. "People I deal with in the portable video market said the study didn't make sense."

He claims other iPod growth metrics are positive, with new records in both total downloads and new video content offerings.

Powell doesn't see how usage could be so low, and wonders if there was a problem with the study. "New research products can take time to get stable," he adds.

Nielsen declined to comment.