Survey on mobile TV

comScore has published the results of a study analyzing Americans' usage of, and attitudes toward Mobile TV. 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.

Mobile TV Most Popular Among 25-34 Year Olds
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.

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."

Source - http://www.cellular-news.com