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Insights from Early Adopters of U.S. Mobile TV

comScore released the results of a study analyzing American's usage of, and attitudes toward, Mobile TV, which is defined as television watched via a mobile phone device -- either live or on-demand programming.

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.

An analysis of American's 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.

"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."

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).

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.

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