Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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MOBILE TV PRIMETIME IS DURING THE AFTERNOON AND EARLY EVENING COMMUTE, ACCORDING TO TELEPHIA

Surprises: Mobile Video Not Just for 18 Year Olds; Nearly One-Fourth of Viewing Happens on the Proverbial Couch

Primetime viewing for mobile video hits during the afternoon and early evening, according to Telephia, the largest provider of consumer research to the communications and new media markets. According to Telephia’s Mobile Video Diary Report, 30 percent of mobile video users watch mobile TV and video clips on their cell phones during the hours of noon and 4 pm, and 31 percent watch during the early evening commute hours of 4 pm to 8 pm (see Table 1). Not surprisingly, mobile video viewing drops to just nine percent during the regular television primetime hours of 8 pm to 11 pm.

Table 1: Mobile TV Usage based on Daypart (U.S.)

Daypart        Percent (%)
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6am - 9am                9%

9am - noon               9%

Noon - 4pm              30%

4pm - 8pm               31%

8pm - 11pm               9%

11pm - 2am              11%

2am - 6am                3%

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Source: Telephia Mobile Video Diary Report, Q2 2006

 

Telephia’s Mobile Video Diary Report, is the first and only measurement product in the industry that provides detailed research on mobile TV viewership, revenue performance, demographic profiles, behavioral measures, and advertising preferences. Telephia’s research on mobile video includes measurement of both streaming TV and video-on-demand services.

 

Who is watching mobile video and where are they watching from?

Contrary to popular belief, mobile video usage is being consumed by older age groups, not just the 18 year olds. Fifty percent of mobile video users are 25-36 year olds, compared to 24 percent of the total mobile population (see Table 2). In terms of gender, mobile video usage does resemble an early adoption profile, where seven out of ten users are men, compared to a nearly even male/female ratio for all mobile subscribers. Mobile video user demographics show an ethnically diverse population, with 16 percent of mobile video users being African-American and 27 percent Hispanic, compared to 11 percent for each group for general mobile subscribers. In contrast, Caucasians under index for mobile video usage.

 

Mobile video users claim nearly one-fourth (22%) of their viewing happens while they are at home. Similarly, twenty-two percent of their viewing is also done while they are commuting, sixteen percent while they are shopping, and 14 percent while they are at work.

 

“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,” said Kanishka Agarwal, VP of New Products, Telephia.

Table 2: Mobile Video Demographic Breakdown (U.S.)

 

Demographic Current Mobile Video Users             (%)             All Mobile Subscribers (%)

Age Group

18-24                                                                    23%                                                11%

25-36                                                                    50%                                                24%

37-55                                                                    24%                                                39%

56+                                                                         3%                                                26%

 

Gender

Male                                                                      70%                                                47%

Female                                                                   30%                                                53%

                           

Race/Ethnicity

Caucasian                                                               42%                                                74%

African

American                                                                16%                                                11%

Hispanic                                                                  27%                                                11%

Other                                                                      15%                                                4%

Source: Telephia Mobile Video Diary Report, Q2 2006

 

Please join Telephia at the following industry events:

 

* IIR Mobile Broadband Americas For more information, visit: www.iirusa.com

 

* IQPC Mobile Content Partnership Summit For more information, visit: www.iqpc.com

 

About Telephia

Telephia is the largest provider of syndicated consumer research to the communications and new media markets. Telephia is your connection to the digital consumer.

 

Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer’s behavior, attitudes and experience.

 

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or sales@telephia.com 

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