Indiantelevision.com's Digital Edge: Mobile TV is creating a new demographic appeal in the US: Study

Indiantelevision.com's Digital Edge

Mobile TV is creating a new demographic appeal in the US: Study

Indiantelevision.com Team

(19 June 2006 2:00 pm)

MUMBAI: Telephia, a measurement information provider to the mobile industry in the US, has announced a research undertaken shows that more than two million, or 1.4 percent, of the US wireless user base subscribed to a mobile video plan during the first quarter of 2006.

The average U.S. mobile TV subscriber spends $40 a month more on wireless services than non-TV subscribers.

Telephia president and CEO Sid Gorham says, "Mobile TV represents a huge revenue opportunity for companies in all parts of the communications and entertainment value chain."

Telephia research shows that the Hispanic and Black/African-American demographic groups made up 23 and 19 per cent of the mobile TV subscriber base in the US during the first quarter of this year, respectively. This is approximately double the share these groups represent of the broader mobile user population.

"The early popularity of mobile TV with these groups continues the demographic trend we see in the adoption of all advanced mobile data services. Mobile TV will allow marketers to reach this audience with a wide range of innovative advertising and commerce approaches. To execute successfully on this exciting opportunity, the industry needs detailed research that tracks the evolving behavior and preferences of the mobile TV user. Our clients are particularly interested in using audience measurement data to target advertising and interactive commerce" adds Gorham.

Demographics of mobile TV subscribers, wireless and non-subscribers in the US

Demographic Group	Mobile TV Subscribers	Wireless Subscribers	Non Subscribers
White	47 per cent	72 per cent	76 per cent
Hispanic	23 per cent	10 per cent	8 per cent
Black/African-American	19 per cent	11 per cent	8 per cent
Asian or Pacific Islander	7 per cent	2 per cent	2 per cent

Telephia, had launched the industry’s first mobile television user panel last month. This longitudinal research panel will provide the mobile industry with detailed measurement of the attitudes and behaviours among the rapidly growing mobile TV audience.

Telephia will begin by tracking users of the current unicast-based services (e.g. the MobiTV-based offerings on Sprint and Cingular Wireless, and Verizon’s V Cast service). The panel will expand to include subscribers of multicast mobile TV networks when they launch in late 2006 and 2007. Telephia is currently building its panel in the US and the UK and will expand coverage to the rest of Europe and parts of Asia in 2007.