Of the more than 229 million Americans who use a mobile phone, 10% have used their device to view mobile video as of the second quarter 2010, according to Nielsen Company. That is a 44% increase in mobile video users from the second quarter 2009, whereas the number of mobile phone owners increased only 4%.
Those who view mobile video are also spending more time with the medium. They spent an average of 3 hours, 37 minutes, a month watching video content on their cell phones, up 11% over 2009.
Men account for a larger portion of the mobile audience than women (55% vs. 45%). Those under the age of 18 account for only an 18% share of the mobile video audience, but they spend the most time per month watching video on their phones:
• 13-17 year olds spend 7 hours, 13 minutes a month with mobile video;
• 18-24 year olds spend an average of 4 hours, 20 minutes per month;
• 25-34 year olds spend an average of 3 hours, 37 minutes per month;
• 35-49 year olds spend an average of 2 hours, 53 minutes per month;
• 50-64 year olds spend an average of 2 hours, 10 minutes per month;
• Those aged 65 and older spend an average of 1 hour, 48 minutes per month.
Source: “More Americans Watching Mobile Video,” Nielsen Company, Susan Whiting, Vice Chair, 770 Broadway, New York, NY 10003; 646-654-8499; susan.whiting@nielsenmedia.com; www.nielsen.com. Price: Call for information.
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