comScore Study Reveals That Mobile TV Currently Most Popular Among Males and Younger Age Segments

comScore Study Reveals That Mobile TV Currently Most Popular Among Males and Younger Age Segments

Cost is Primary Concern for Current and Future Mobile TV Service Subscribers

comScore, a leader in measuring the digital world, today released the results of a study analyzing Americans’ usage of, and attitudes toward, Mobile TV, which is defined as television watched via a mobile phone device (either live or on-demand). The study, based on a survey of more than 2,000 mobile phone users, revealed that nearly two out of three Mobile TV subscribers are male and that nearly half are below the age of 35. Also included in the study are insights about consumer behavior and attitudes toward Mobile TV, including information on product awareness, programming content, and key purchase motivators.

Mobile TV Most Popular Among 25-34 Year Olds

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. 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.

Demographic Profile of Mobile TV

March 19-23, 2007

Source: comScore Mobile TV Study

                                        Percent of Respondents
                                                                     Not
                             All        Subscribes   Interested   Interested
                         Respondents    to Mobile    in Mobile    in Mobile
                                            TV           TV          TV
  Gender                    100%           100%         100%        100%
  Male                       50%            65%          54%         41%
  Female                     50%            35%          46%         59%
  Age                       100%           100%         100%        100%
  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%

“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. “As is the case with the majority of technology lifecycles, early adopters include many younger and male consumers. 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 Leads in Product Awareness

As part of the study, comScore asked consumers about their awareness of various Mobile TV services. Verizon V-Cast generated the highest overall awareness, with 22 percent of respondents indicating they were familiar with the service. In comparison, 9 percent were aware of MobiTV and 3 percent were aware of Modeo. Among those who currently subscribe to Mobile TV, awareness was substantially higher for Verizon V-Cast (43 percent), MobiTV (34 percent), and Modeo (15 percent).

Consumers Want Traditional TV Content on Mobile TV

Overall, consumers would prefer to watch traditional-style Mobile TV content rather than modified or specialized content. Fifty-six percent of respondents would prefer to watch the “entire TV show” rather than a condensed version and 53 percent favored general content (such as news) over focused content (such as extreme sports programming). However, of those who currently subscribe to Mobile TV, 46 percent prefer general content to focused content and 43 percent prefer entire TV shows to condensed TV shows. Those interested in Mobile TV preferred local news, dramas, movies and sitcoms above other content.

Primary Motivator in Subscribing to Mobile TV Service is “Cost of Service”

comScore also questioned consumers about their top considerations in selecting a Mobile TV service. Not surprisingly, approximately 71 percent of the respondents said that “cost of service” was a top consideration. 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.

Americans also indicated that they place a high value on the quality of the viewing experience when choosing a Mobile TV service. Half (50 percent) said that “picture quality” was very important, 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
Source: comScore Mobile TV Study

                                        Percent of Respondents
                                                                     Not
                             All        Subscribes   Interested   Interested
                         Respondents    to Mobile    in Mobile    in Mobile
                                            TV           TV          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%

Methodology

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: n=2,020

— Respondents who currently subscribe to Mobile TV: n=210
— Respondents who are interested in Mobile TV: n=752
— Respondents not interested in Mobile TV: n=757
— Respondents unaware of/no opinion on Mobile TV: n=301

Contributing analysts: Serge Matta, Brian Jurutka, Lacey Caldwell, Gillian Heltai, and Elizabeth Emmart

About comScore

comScore, Inc. is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Starcom USA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit http://www.comscore.com/ .