Telephia, a performance measurement company for the mobile industry, has launched a mobile television user panel, which will measure the attitudes and behaviors of the mobile TV audience. Telephia will begin by tracking users of the current unicast-based services (for instance, 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, a statement said. Telephia said it is currently building its panel in the U.S. and the U.K., and will expand coverage to the rest of Europe and parts of Asia in 2007.
Meanwhile, Telephia said mobile TV subscribers in the US have reached more than two million subscribers in the US. The average U.S. mobile TV subscriber spends $40 a month more on wireless services than non-TV subscribers. Besides, Hispanic and African-American mobile consumers show strong adoption rates of mobile TV usage, a release said.
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