comScore Releases Study on U.S. Mobile TV Usage

RESTON, April 24: Users of mobile TV in the U.S. are
predominantly male and below the age of 35, according to a new study from
digital media research firm comScore.

The study, based on a survey of more than 2,000 mobile phone
users, revealed that 65 percent of mobile TV subscribers are male and that 46
percent are below the age of 35. Males were also more likely than average to be
interested in mobile TV, while females were more likely to report being not interested.

"While the use of mobile TV is a growing trend among
mobile phone users, its current devotees appear to be the early adopters of new
technologies," said Serge Matta, the senior VP of comScore Telecom
Solutions. "As is the case with the majority of technology lifecycles,
early adopters include many younger and male consumers. Once the early adopters
have had a chance to fully engage with the technology and share their
experiences with friends, relatives and colleagues, mobile TV is substantially
more likely to reach a critical mass in the marketplace."

As part of the study, comScore asked consumers about their
awareness of various mobile TV services. Verizon VCast 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).

Overall, consumers would prefer to watch traditional-style
mobile TV content rather than modified or specialized content; 56 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.

Price was a determining factor for respondents; 71 percent
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. Further, 50 percent said that "picture quality" was
very important, while 47 percent indicated the same for "screen size"
and 43 percent for "channel reception."