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