Mobile TV Most Popular with Males, the Young; Cost a Concern

April 26, 2007

This article is included in these additional categories:

Media & Entertainment | Sponsorships | Telecom | Television | Women | Youth & Gen X

Nearly two out of three Mobile TV subscribers are male and nearly half are below age 35, according to a comScore study analyzing Americans’ use of and attitudes toward Mobile TV (live or on-demand TV watched on a mobile phone).

Also included in the study are insights about consumer behavior and attitudes toward Mobile TV, including product awareness, programming content and key purchase motivators.

Some 46% of those who subscribe to Mobile TV are below the age of 35, and 65% 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.

“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,” said Serge Matta, senior vice president of comScore Telecom Solutions.

“Once the early adopters have had a chance to fully engage with the technology and share their experiences with friends, relatives and colleagues, Mobile TV is substantially more likely to reach a critical mass in the marketplace.”

Verizon V-Cast had the highest overall awareness level among all those surveyed: 22% said they were familiar with the service. Only 9% were aware of MobiTV and 3% were aware of Modeo. However, among those who already subscribe to Mobile TV, awareness was substantially higher for Verizon V-Cast (43%), MobiTV (34%) and Modeo (15%).

Overall, consumers would prefer to watch traditional-style programming on Mobile TV rather than modified or specialized content: 56% 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).

However, of those who currently subscribe to Mobile TV, 46% prefer general content to focused content, and 43% prefer entire TV shows to condensed TV shows. Those interested in Mobile TV preferred local news, dramas, movies and sitcoms above other content.


A primary consideration in subscribing to mobile TV service is “cost of service,” cited by some 71% of respondents. However, 67% of those who are interested in subscribing to Mobile TV also said they would be willing to watch advertisements in return for free subscriptions; also, 64% also favored a test period before committing to a subscription.

Half (50%) said “picture quality” was very important; also, 47% said so regarding “screen size,” and 43% for “channel reception.”


  • Population: U.S. Internet users who use mobile phones for personal use
  • Time Period: March 19, 2007 – March 23, 2007
  • Survey Mode: E-mail survey sent to comScore panelists
  • Total Respondents: 2,020
  • Respondents who currently subscribe to Mobile TV: 210
  • Respondents who are interested in Mobile TV: 752
  • Respondents not interested in Mobile TV: 757
  • Respondents unaware of/no opinion on Mobile TV: 301
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