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BizReport : Mobile Marketing : April 25, 2007


66% of mobile TV viewers are male

Young males are the current target market for mobile television advertisers, but don't expect this to always be true. According to a new study from comScore, interest in mobile TV is growing across all segments of the population.

by Kristina Knight

According to the study, 65% of male and 35% of female survey respondents currently subscribe to mobile television. However, 54% of males and 46% of females showed interest in the medium, which is encouraging.

Serge Matta, senior vice president of comScore Telecom Solutions said, "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.”

So far, the under 35 age groups have more subscribers (46%) than any other age groups, but the 35 and over categories show a growing interest in mobile TV. Roughly 62% of those over the age of 35 are interested in mobile television viewing options.

So far the cost has held most subscribers back. 71% of survey respondents said cost was the biggest factor in their decision not to subscribe, however, 67% said they would be willing to watch ads in exchange for mobile television content.

Tags: mobile advertising, mobile display ads, mobile television










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