The research firm Telephia says according to its "Mobile Video Diary Report" that 30 percent of consumers watch mobile television between 12:00 p.m. and 4:00 p.m. and 31 percent watch it between 4:00 p.m. and 8:00 p.m. (see below), according to the company's press release in Cellular-News.
U.S. MOBILE TV USAGE BASED ON DAYPART
| Daypart | Percent (%) |
| 6am - 9am | 9% |
| 9am - noon | 9% |
| Noon - 4pm | 30% |
| 4pm - 8pm | 31% |
| 8pm - 11pm | 9% |
| 11pm - 2am | 11% |
| 2am - 6am | 3% |
Viewership drops significantly between 8:00 p.m. and 11:00 p.m. when nine percent of consumers watch mobile TV.
"Mobile video users claim nearly one-fourth (22%) of their viewing happens while they are at home. Similarly, 22 percent of their viewing is also done while they are commuting, 16 percent while they are shopping, and 14 percent while they are at work," Telephia says.
Olders viewers than expected
Although it's assumed that kids watch lots of mobile TV, Telephia says a surprising number of older people (I need to place "older" in quotes since it depends on your age perspective!).
Telephia's research shows 50 percent of mobile video viewers are 25 years old - 36 years old, compared to their 24 percent representation in total wireless population (see below).
U.S. MOBILE VIDEO DEMOGRAPHIC BREAKDOWN
| 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% |
The male-female ratio "does resemble an early adoption profile," the research firm says. About 70 percent of mobile video watchers are men compared to about a 50-50 ratio in the general population.
Ethnically diverse
Telephia says, "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."
Caucausians, however, watch less mobile TV (42 percent) than their percentage of the general population (74 percent).
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