Comscore Reports 6.5 Million Americans Watched Mobile Video in August

With 4.4 percent of its subscribers tuning in, AT&T leads the pack in mobile video adoption

Reston, VA,October 31, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, reports that 6.5 million Americans tuned into mobile video in August. Among the top operators in the United States, AT&T claimed the most mobile video viewers, with 4.4 percent of subscribers accessing either programmed or on-demand mobile video.

Percent Subscribers Watching Programmed or On Demand Mobile Video
Three-month average ending August 2008
Source: Comscore M:Metrics

AT&T

4.4%

Sprint

4.2%

T-Mobile

2.4%

Verizon

2.4%

Total

2.8%

According to the study, on-demand video was the most popular format, with 3.6 million viewers. With 1.3 million viewers, amateur videos, such as those on YouTube, represent the most popular type of content, followed by music videos and comedy videos.

On-Demand Video Consumption, by Type
Three-Month Average Ending August 2008
Total U.S. Mobile Subscribers
Source: Comscore M:Metrics

Type of Video

Subscribers (000)

% Mobile On-Demand Video Audience

Amateur Video Clips

1,346

37.9%

Music Videos

1,224

34.5%

Comedy Videos

1,179

33.2%

Movie Trailers

1,074

30.2%

Full TV/film

727

20.5%

Local/National/World News

645

18.1%

Entertainment/Celebrity News

629

17.7%

Sports action or news

603

17.0%

TV highlights

598

16.8%

Weather information

581

16.4%

Music videos are the top choice for programmed mobile broadcast video users, followed closely by full television shows or films and movie trailers.

Mobile Broadcast Video Consumption, by Type
Three-Month Average Ending August 2008
Total U.S. Mobile Subscribers
Source: Comscore M:Metrics

Type of Video

Subscribers (000)

% Mobile Broadcast Video Audience

Music Videos

639

32.8%

Full TV/film

622

31.9%

Movie Trailers

617

31.7%

Comedy Videos

596

30.6%

Weather Information

581

29.9%

Local/National/World news

563

28.9%

Sports action or News

561

28.8%

Animations or Cartoons

473

24.3%

Entertainment/Celebrity news

458

23.5%

TV Highlights

425

21.8%

“While the most popular forms of mobile TV and video are genres such as music videos and movie trailers which offer short video snacks, the data also show a nascent audience for long-form mobile content such as TV shows,” said Mark Donovan, senior analyst, Comscore. “At under three percent penetration, the mobile video audience in the United States remains small, but it is composed largely of males between 18 and 34 years old, which could make it attractive to advertisers seeking to reach multi-tasking early-adopters who don’t have time for appointment television.”

Comscore also announced the results of its August Benchmark Study. Mobile social networking posted the highest growth, at 8.8 percent, while photo and video messaging had the highest rate of penetration, at 26.3 percent. Comscore M:Metrics delivers mobile market metrics through a monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings.

Comscore Mobile Benchmark Study of Mobile Media Consumption
Three Month Average Ending August 2008 vs. Same Period in 2007
Total U.S. Mobile Subscribers
Source: Comscore M:Metrics

Activity

Subscribers (000)

% Mobile Subscribers

% Change

News & Info via Browser

36,185

15.9%

1.3%

News & Info via Download

13,274

5.8%

7.0%

IM

21,032

9.2%

6.1%

News & Info via SMS

18,727

8.2%

4.0%

Social Networking

14,947

6.6%

8.8%

Email (Work & Personal)

33,564

14.7%

4.5%

Purchased Ringtone

20,124

8.8 %

-2.0%

Purchased Games

5,478

2.4%

-1.0%

Used Network for Photos/Video

59,877

26.3%

-1.1%

Listened to music

19,001

8.3%

-2.2%

Received SMS ads

48,943

21.5%

-0.5%

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/boilerplate.

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