Who Watches Mobile Video?

Ryan Unger
  • Ryan Unger
  • June 16, 2007
Who Watches Mobile Video?

VCast VideoA recent article by Katie on NewTeeVee pointed out that according to data from Nielsen, middle-aged men with high incomes are the main demographic of Americans watching video on their cell phones. On the surface it may seem that this proves that the price point is still too high (which it is), but my theory is that the type of video programming also plays a part.

Nielsen is launching a mobile stat service called Nielsen Wireless, and has compiled some preliminary data. In the first quarter of 2007:

  • Eight million persons 12 and older viewed video on their mobile phone (this excludes videos created with a phone’s camcorder function)
  • The mobile video audience skewed somewhat older and male: 46 percent of the mobile video audience is 35 years or older and 54 percent of the audience is male.
  • At least 7 percent of 18- to 34-year-olds viewed mobile video programming in the first quarter of 2007, while at least 25 percent used their mobile phone to connect to the Internet
  • A total of 33 million people in the US used the mobile Web.
  • As of May 31, more than half, 55 percent, of primary users of video-enabled mobile phones lived in households with total incomes of $75,000 or above


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