Mobile TV and video usage is growing slowly, but is attracting a higher proportion of the young adult and male demographic, reports Telephia. According to the research firm, 1.5% or roughly three million wireless subscribers in the U.S. streamed TV or played video content on their mobile devices in Q4 2005. Historical data from early 2005 show penetration of 1.4%. Younger mobile subscribers, age 18-24 have the highest penetration for mobile TV and video usage, securing a 3.3% rate, doubling since the beginning of 2005.
Overall, men are more likely to stream TV and play video content on their wireless devices than women, showing a penetration rate of 1.8% or more than 3.5 million wireless subscribers during Q4 2005. Female mobile subscribers who accessed mobile TV and video content over their handsets had a rate of 1.2% in Q4 2005, equaling 2.5 million consumers, according to Telephia.
"During this early adopter stage, audience demographics play a significant role in directing mobile companies how to best develop mobile TV and video content offerings," said Kanishka Agarwal, Vice President of New Products, Telephia. "The key for providers is to be able to understand the needs of these individual groups and supply targeted content that they will pay for."
Penetration Rates of Mobile TV/Video Activity (U.S.)
| Demographic Segment | Q1 2005 | Q2 2005 | Q3 2005 | Q4 2005 |
| All Subscribers | 1.4% | 1.4% | 1.4% | 1.5% |
| Youth Subscribers | 1.8% | 2.9% | 2.9% | 3.3% |
| Male Subscribers | 2.2% | 1.9% | 1.7% | 1.8% |
| Female Subscribers | 1.1% | 1.0% | 1.2% | 1.2% |
V CAST and MobiTV Users Show Higher Total Monthly Spend than non-TV Subscribers
According to Telephia, V CAST and MobiTV subscribers spend roughly $40 more per month as compared to non-TV subscribers. During Q4 2005, V CAST and MobiTV subscribers spent an average of $94 in total monthly charges in comparison to non-TV subscribers who had an average total monthly spend of $54.
"The revenue stream for mobile TV and video content is very strong and shows upward promise. The combination of price, quality, diversity of content, and handsets capable of viewing content will be instrumental in the long-term growth," added Agarwal.
Launching in Spring 2006, the Telephia Mobile Applications Report will measure revenue performance of a wide range of mobile applications, including mobile TV, news, weather, sports, and travel. The report is part of Telephia's Audience Metrics product suite that is the industry's only source for actual measurement of mobile content revenues directly from the bills of an opt-in panel of 33,000 mobile consumers."
Posted to the site on 23rd March 2006
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