The Early Adopter Profile Supporting Mobile TV
A recently released comScore study analyzing Americans' usage of, and attitudes toward, Mobile TV, (television watched via a mobile
phone device) revealed that forty-six percent of those who currently subscribe to Mobile TV are below the age of 35 and 65 percent are male. Males were also more likely than average to be
interested in Mobile TV, while females were more likely to report being not interested.
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Included in the complete study are insights about consumer behavior and attitudes toward Mobile TV,
including information on product awareness, programming content, and key purchase motivators.
An analysis of Americans' usage of, and attitudes toward, Mobile TV by demographic segment
revealed a higher level of interest and acceptance among younger adults and males.
Demographic Profile of Mobile TV March 19-23, 2007(Percent of All Respondents) |
| Respondents | Subscribes to Mobile TV | Interested in Mobile TV | Not Interested in Mobile TV |
Male | 50% | 65% | 54% | 41% |
Female | 50 | 35 | 46 | 59 |
18 - 24 Years Old | 8 | 17 | 7 | 5 |
25 - 34 Years Old | 25 | 29 | 29 | 21 |
35 - 44 Years Old | 29 | 30 | 30 | 28 |
45 - 54 Years Old | 24 | 13 | 22 | 26 |
55 - 64 Years Old | 11 | 11 | 8 | 16 |
65+ Years Old | 2 | 0 | 2 | 3 |
Source: comScore Mobile TV Study, April 2007 |
Serge Matta, senior vice president of comScore Telecom Solutions, said "While the use of Mobile TV is a growing trend among mobile phone users, its current
devotees appear to be the early adopters of new technologies... 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."
comScore asked consumers about their awareness of Mobile TV services:
- Verizon V-Cast generated the
highest overall awareness of Mobile TV services, with 22 percent of respondents familiar with the service
- 9 percent were aware of MobiTV
- 3 percent were aware of
Modeo
Among those who currently subscribe to Mobile TV,
awareness was substantially higher:
- Verizon V-Cast (43%,
- MobiTV (34%)
- Modeo
(15%)
Overall, consumers would prefer to watch traditional-style Mobile TV content rather than modified or specialized content:
- 56% of respondents would prefer to watch
the "entire TV show" rather than a condensed version and
- 53% favored general content (such as news) over focused content (such as extreme sports programming)
Of those who currently subscribe to Mobile TV:
- 46% prefer general content to focused content
- 43% prefer entire TV shows to condensed TV shows
Those interested in Mobile TV preferred local news, dramas, movies and sitcoms above other content.
Approximately 71 percent of the respondents said that "cost of
service" was a top consideration in selecting a Mobile TV service. However, 67 percent of respondents who are interested in subscribing to Mobile TV also said that they would be willing to
watch sponsored advertisements in return for free subscriptions, while 64 percent also favored a test period before committing to a subscription.
Half of the respondents said that
"picture quality" was very important in selecting a Mobile TV service, while 47 percent indicated the same for "screen size" and 43 percent for "channel reception."
Key Motivators in Subscribing to Mobile TV
Service (March 19-23, 2007 Percent of Respondents) |
| % Of All
Respondents | Subscribers to Mobile TV | Interested in Mobile
TV | Not Interested in Mobile TV |
Cost of service | 71% | 64% | 76% | 63% |
Picture quality | 50 | 49 | 59 | 36 |
Screen size | 47 | 47 | 49 | 44 |
Channel reception | 43 | 46 | 54 | 27 |
Available channels | 40 | 52 | 53 | 20 |
Sound quality | 39 | 39 | 48 | 27 |
Ease of use | 25 | 36 | 29 | 16 |
Security | 16 | 21 | 19 | 8 |
Source: comScore Mobile TV Study, April 2007 |
For
additional information, please visit comScore here.