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/ 08.11.2010 2:00PM
Size Matters in Mobile TV
EMERYVILLE, CALIF.: Size
is a factor in mobile TV. That’s the message from the folks at MobiTV, who
endeavored to find out. The mobile video content provider parsed its FIFA 2010
World Cup viewership--100 million minutes on ESPN Mobile TV “with 100 percent
uptime.” (The figure is up from last month’s tally of 88 million.)
“This volume of coverage delivered to the world’s largest mobile TV subscriber
base affords MobiTV a deeper look into a number of viewing trends and behaviors
from mobile video users in the U.S.,” MobiTV said. The Mobi folks found that
the larger the screen size of the device, the longer folks watched World Cup
coverage:
Screen Size: Minutes Viewed
5-inch screen: 118.2 average minutes viewed
4-inch screen: 102.2 average minutes viewed
3-inch screen: 67.4 average minutes viewed
2-inch screen: 61.1 average minutes viewed
MobiTV also looked at platform preference “for various social personas. Viewers
were identified by the most likely reason they purchased a device. For example,
the ‘Business Person’ uses their mobile device to check e-mails and manage
their schedule, while the ‘Gadget Geek’ is more interested in multimedia.”
Viewer Type Platform Minutes
Viewed
Gadget Geek Android 125.7
Sophisticated Tween BREW 84
TREO Loyalist Palm 84
Status Seeker iPhone 77.8
Business Person RIM 65.4
Tween WinMo 62.7
Geographically, Mobi subscribers in California and New York accounted for the
most World Cup watching at nearly 23 percent of the total.
City Percentage of Total World Cup
Viewing Time
Los Angeles 12.9 percent
New York 10.1 percent
Chicago 6 percent
San Francisco 4.4 percent
Weekday games played at 2:30 p.m. ET were watched the longest in terms of average
minutes per game. Weekday watching accounted for more than 72 percent of total
viewing.
“As the mobile device evolves into a multimedia powerhouse, and as the screen
sizes increase in both size and resolution, consumers will demand more relevant
and live content,” said Charlie Nooney, CEO of MobiTV. “Although mobile TV does
not replace our traditional TV viewing habits in does provide a viable alternative.
Similar to the need to be connected to email, friends and family, being
connected to the latest news and events will drive consumers to mobile
television.”
MobiTV launched in 2003 and now has around 10 million subscribers. The company
rolled out an iPhone app in April that had more than a million downloads by the
end of June. Expansion onto more Android-based mobile phones was announced last
month.
July 7, 2010: “MobiTV
Reports Delivering ’88 Million Minutes’ of Live World Cup Coverage”
“That number is equivalent to one viewer spending 61,111 consecutive days
in front of the TV.”
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