Primetime viewing for mobile video in the US is in the afternoon and early evening, according to new research from Telephia.
According to Telephia’s
Mobile Video Diary report, 30% of mobile video users watch mobile TV and video clips on their mobile phones between noon and 4pm, and 31% watch during the early evening hours of 4pm to 8pm.
| Mobile TV Usage based on Daypart (U.S.) |
| |
| Daypart |
Percent of Viewers |
| |
| 6am – 9am |
9% |
| |
| 9am – noon |
9% |
| |
| Noon – 4pm |
30% |
| |
| 4pm – 8pm |
31% |
| |
| 8pm – 11pm |
9% |
| |
| 11pm – 2am |
11% |
| |
| 2am – 6am |
3% |
| |
| Source: Telephia Mobile Video Diary Report, Q2 2006 |
| |
Telephia says that mobile video usage is being consumed by older age groups, not just 18 year olds. 50% of mobile video users are 25-36 year olds, compared to 24% of the total mobile population.
Mobile video usage resemble an early adoption profile in terms of gender, with seven out of ten users being men, compared to an almost even male/female ratio for all mobile subscribers.
A report from IMS Research said that by the end of 2011, nearly half a billion people will be watching TV on their mobile phone handsets (see Mobile TV To Experience Strong Growth).
In addition, mobile video user demographics show an ethnically diverse group, with 16% of mobile video users being African-American and 27% Hispanic, compared to 11% for each group for general mobile subscribers. In contrast, says the Mobile Video Diary report, Caucasians under index for mobile video usage.
Mobile video users claim that around 22% of their viewing happens while they are at home. Similarly, twenty-two percent of their viewing is also done while they are commuting, 16% while they are shopping, and 14% while they are at work.
Kanishka Agarwal, VP of New Products, Telephia, said: “The TV at home is a household device that people often have to share. On the other hand, the cell phone is as personal a device as you can get, and it allows consumers to watch what they want, when they want, and where they want.”
Another recent report from Telephia said that the US mobile television audience grew 45% to 3.7 million subscribers in the second quarter of 2006 (see US Mobile Television Market Grows 45% In Q2 2006).
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