Who Watches Mobile Video?

What kind of Americans are starting to watch video shows on cell phone screens? According to data from Nielsen, middle-aged men with high incomes. That proves the price point is just too high right now — oh yeah, and rich old men always have all the fun.

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
  • 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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