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Mobile Video Despite Uptick, Still Room For Growth In U.S.

1 minute read | January 2009

Nielsen has released a new white paper on mobile video use, as reported in Nielsen’s “Consumer Insight” online newsletter.  Details from the report include:

-Each month, 10.3 million U.S. mobile phone subscribers access video content via their phones — up 14% from 2007

-Still, mobile video use in the U.S. remains low (5% of all subscribers), compared to other mobile media

-Among mobile video users, Apple’s iPhone is the most popular phone: as of Q3 2008, 11% of all streaming video users were using an Apple iPhone, and 35% of iPhone users reported regularly using mobile video (compared to about 5% of all mobile subscribers)

-Mobile Web video has fast become the most popular means (66% of mobile video users) of mobile video consumption — however, many mobile video users continue to pay for access to a video service (42% of mobile video users)

-YouTube was the leading Web video provider in Q3 2008, accessed by about three million U.S. mobile subscribers — the Web video giant’s mobile audience grew by 277% from October 2007 to October 2008

-Subscriptions to mobile video are also growing — from 13.2 million in Q3 2007 to 16.4 million in Q3 2008

-Usage frequency among mobile video users is relatively low (17 videos per month median), but overall satisfaction with the mobile video experience is high among current users — as of Q3 2008, 71% of mobile video viewers said they were satisfied with their mobile video experience

Download a copy of Nielsen’s new white paper, “Tuned into the Phone: Mobile Video Use in the U.S. and Abroad.”

Read more about who’s watching mobile video and what they’re watching in the January 2009 issue of Nielsen’s “Consumer Insight” online newsletter.

Read coverage of Nielsen’s findings in Mediaweek.

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