Four in five consumers who watch mobile video say they are willing to view mobile advertising if the reward is free content but less than 30% feel that mobile ads are relevant to them. These are among the findings from a new Knowledge Networks/SRI report, How People Use Mobile Video 2007.
How People Use Mobile Video 2007 details mobile video usage and interest among those with video iPods, video-capable cellphones, and laptop computers, making distinctions between those who actually use mobile video functions and those who do not. The report also offers trends for 2006 versus 2007; for example, use of iPods and cell phones to view video has doubled in the past year.
The new report also shows that: the proportion of users paying for mobile video dropped notably in the past year among both video iPod users (from 81% to 61%) and among video cell phone users (from 64% to 50%); the average viewing session is quite different for video cell phones (46% of users report an average session of 5 minutes or less) compared with video iPods or laptops (53% of these users report an average session of 30 minutes or more); and viewing of movies has risen dramatically among those use who use the video functions on iPods (from 1% to 54%) and laptops (2% to 34%).
Originally posted on July 13, 2007 @ 1:23 pm