Tuesday, October 31, 2006

Meet The Mobile Video Early Adopters

People, these days, are looking at their mobile phone screens, PDAs, iPods, laptops, even video programming in elevators.

DVD sales growth is still occurring, but at a slower pace than past years'. There is yet another media shift going on now. People are renting more DVDs in the TV category than any other. And of TV DVDs, the strongest growth has occurred in sales of one-hour TV dramas like "Desperate Housewives," "Lost" and "24," which tracked an increase of 48% year over year. The adult-animation category, which includes "The Family Guy" and "The Simpsons," rose 36%, while sales of science fiction titles increased 34% and half-hour comedies grew 7%.

According to eMarketer, iTunes is the leading Web site when it comes to paid video downloads in the US, with a 67% market share, compared to MovieFlix at 19% and CinemaNow at 9%.

Metrics to watch:
* 60 % of the folks who watch TV on their cell phones and other mobile devices do so between noon and 8:00 in the evening.
Mobile video usage is not just for the kids. Half of all mobile video consumers are between the ages of 25 and 36.
70 % of mobile video users are male (as is the case with most early adopter technologies).
Mobile video users watch about 22 % of the time at home, 22 % of the time while they're commuting, 16 % of the time when they're shopping (I suspect this means when their wife is shopping and they're sitting on a bench in the mall) and 14 % of the time when they're at work.
Among all mobile TV users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40% of the total mobile TV audience.

Is it that consumers can't find the remote, or that they don't need to? --Seana Mulcahy, Online Spin/Media Post

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