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US Mobile Video Usage Passes 10 Million Customers
A recent report from Neilson Mobile says that there are now 10.3 million mobile phone subscribers in the USA accessing mobile video content each month - which is still lagging adoption rates when compared to other mobile media.
Of the 11 mobile video markets tracked by Nielsen, penetration of mobile video consumption is highest in the U.S. at 5 percent, followed by France and Italy, where 4 percent of mobile subscribers access mobile video each month. The most popular means of mobile video consumption is mobile Web video: 66 percent of mobile video users say they consume their mobile video through mobile Web.
The profile of mobile video users is broad enough to not merely classify this medium as a young, affluent man's medium. Though the audience skews young, Neilson says that it finds an audience for mobile video content across the demographic spectrum.
Unsurprisingly, Apple's iPhone is the most popular phone for mobile video consumers - as of Q3 2008, already 11 percent of all streaming video users were using an Apple iPhone.
As of Q3 2008, NBC is the most watched mobile video brand in the U.S., and 4.7 million mobile video users watched NBC-branded mobile video entertainment in the typical month in the third quarter - 46 percent of the overall mobile video audience. Comedy makes the most popular mobile video content: 40 percent of mobile video viewers in Q3 2008 said they had watched comedy content, at an average of 10 minutes per session.
Finally, 71 percent of mobile video viewers said they were satisfied with the mobile video experience.
Posted to the site on 11th January 2009