From a Nielsen Co. press release:
Nielsen Wireless estimates that in the first quarter of 2007, more than 33 million persons 12 and older used mobile web in the past 30 days, and more than 8 million persons 12 and older viewed video on their mobile phone (this excludes videos created with a phone's camcorder function). According to the CTIA (the international association for the wireless telecommunications industry), there are more than 230 million wireless subscriptions in the U.S. Nielsen also estimates that:
- At least 7% of 18-34 year-olds viewed mobile video programming in the first quarter of 2007 while at least 25% used their mobile phone to connect to the Internet
- As of May 31, more than half, 55%, of primary users of video-enabled mobile phones lived in households with total incomes of $75,000 or above.
- Subscribers to different carriers vary in terms of cable status: people in Sprint households were 30% more likely than people in T-mobile households to have a digital broadcast satellite (DBS) system. People in Verizon Wireless households are 26% more likely to have digital cable service in their home (39% of Verizon Wireless household persons had wired digital cable compared to 31% of U.S. Persons 2+).
- The mobile video audience skews somewhat older and male: 46% of the mobile video audience is 35 years or older and 54% of the audience is male.
- There are differences in traditional television viewing by wireless carrier:
- The rating for the May 23 American Idol finale on FOX was higher among people in Verizon households than those in Sprint or AT&T households by differences of 11 percent and 7 percent, respectively.
- Looking at primary users of mobile video-enabled phones across the 2006-2007 TV season, American Idol earned the highest rating among Sprint subscribers, averaging a 13.2 rating during Tuesday telecasts and a 13.5 rating during Wednesday telecasts among Sprint's primary users of video-enabled phones. ...
Link: Nielsen Media Research.