Mobile TV, which comScore defines as "television watched via a mobile phone device," is currently most popular with young men. About two-thirds of subscribers are male, and almost half are under the age of 35.
Respondents who showed interest in mobile TV, however, skewed relatively equally between both genders, a factor highlighting mobile TV's potential as an alternative communication channel for advertisers in the young adult market.
The study also found that respondents with interest in subscribing to mobile TV were not averse to advertisements. To the contrary, some 67% of them "would be willing to watch sponsored advertisements in return for free subscriptions."
This also presents an opportunity for marketers to partner with traditional content providers, as slightly more than half of consumers interested in subscribing would prefer to watch "local news, dramas, movies and sitcoms," but cite "cost of service" as a primary factor in their considerations of mobile TV.
Advertisers who are able to establish a strong mobile TV presence now may reap the benefits of word-of mouth, and primary visibility.
"Once the early adopters have had a chance to fully engage with the technology and share their experiences ... mobile TV is substantially more likely to reach a critical mass in the marketplace," said Serge Matta, senior vice president of comScore Telecom Solutions.