MUMBAI: American youth are more interested in a free ad-supported mobile video service than in a subscription video service, such as those offered by Verizon Wireless.

Management consultant firm The Management Network Group (TMNG) has announced key findings from recently completed proprietary market research, Mobile Broadband Applications and Content: A Market Assessment among Youth and Young Adults.

Males in the 13-24 age bracket are extremely interested in multimedia wireless services. Two out of five respondents said that they would be receptive to commercially supported video clip services. this represents an an opportunity for advertisers seeking to reach the highly lucrative young male demographic.

Among services, music ranks first among consumer interest with mobile TV and video ranking second and multiplayer, 3D gaming coming in third

Nearly one in four would either be extremely likely or very likely to switch to a competitive carrier if their existing carrier did not offer advanced, multimedia wireless content and services. The study states that wireless carriers should prepare to offer broadband multimedia services to their customers. Service providers risk losing up to one fourth of their younger subscriber base without these content and applications. The American cable industry is not well positioned today to take advantage of mobile broadband applications without a wireless service offering.

TMNG chairman and CEO Rich Nespola says, "The new generation of consumers is demanding greater choices, a more personalised telecommunications experience and will influence the direction that carriers will need to take as 3G and future mobile technology is delivered to the marketplace."

While many wireless service providers in the US hope to boost their revenue streams with services like streaming music or video clip and music downloads to mobile phones there are still questions about demand for the new services.