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Low Usage of Mobile Video Viewing Services

A new Knowledge Networks research study has found that 50 percent of those who subscribe to video cell phone services �- and 30 percent of video iPod owners �- never use these devices for viewing video.

The study also revealed that 88 percent of people who download mobile video would watch a commercial in exchange for free content, and that laptop computers are actually the 'most commonly used' devices among those who view mobile video.

Based on a large-scale quantitative survey � conducted among homes with broadband Internet access � as well as in-depth ethnographic research, the study measured:

- where mobile video is used,
- what sources of video viewers rely on,
- satisfaction with mobile video devices, and
- perceived effects on regular television (TV) viewing.

In addition, those without mobile video devices were surveyed about their degree of interest in the technology and their reasons for wanting or not wanting the devices and services. The study found that consumers are usually not purchasing video cell phones and video iPods for their mobile video capabilities.

Using the data in this study, Knowledge Networks can project the proportion of video iPod or video cell phone owners who actually watch video on either of those devices to be just 3 percent of the 13-54 broadband population, whom we would normally consider to be technologically oriented.

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