Nearly two out of three Mobile TV subscribers are male and that nearly half are below the age of 35, revealed a survey of more than 2,000 mobile phone users.

comScore released the results of a study analyzing Americans' usage of, and attitudes toward, Mobile TV. By demographic segment, the report revealed a higher level of interest and acceptance among younger adults and males.

Forty-six percent of those who currently subscribe to Mobile TV are below the age of 35 and 65 percent are male. Males were also more likely than average to be interested in Mobile TV, while females were more likely to report being not interested.

Demographic Profile of Mobile TV

All Respondents
Male - 50%
Female - 50%
18-24 Years Old - 8%
25-34 Years Old - 25%
35-44 Years Old - 29%
45-54 Years Old - 24%
55-64 Years Old - 11%
65+ Years Old - 2%

Subscribes to Mobile TV
Male - 65%
Female - 35%
18-24 Years Old - 17%
25-34 Years Old - 29%
35-44 Years Old - 30%
45-54 Years Old - 13%
55-64 Years Old - 11%
65+ Years Old - 0%

Interested in Mobile TV
Male - 54%
Female - 46%
18-24 Years Old - 7%
25-34 Years Old - 29%
35-44 Years Old - 30%
45-54 Years Old - 22%
55-64 Years Old - 8%
65+ Years Old - 2%

Not Interested in Mobile TV
Male - 41%
Female - 59%
18-24 Years Old - 5%
25-34 Years Old - 21%
35-44 Years Old - 28%
45-54 Years Old - 26%
55-64 Years Old - 16%
65+ Years Old - 3%

As part of the study, comScore asked consumers about their awareness of various Mobile TV services. Verizon VCAST generated the highest overall awareness, with 22 percent of respondents indicating they were familiar with the service. In comparison, 9 percent were aware of MobiTV and 3 percent were aware of Modeo. Among those who currently subscribe to Mobile TV, awareness was substantially higher for Verizon VCAST (43 percent), MobiTV (34 percent), and Modeo (15 percent).

Overall, consumers would prefer to watch traditional-style Mobile TV content rather than modified or specialized content. Fifty-six percent of respondents would prefer to watch the "entire TV show" rather than a condensed version and 53 percent favored general content (such as news) over focused content (such as extreme sports programming). However, of those who currently subscribe to Mobile TV, 46 percent prefer general content to focused content and 43 percent prefer entire TV shows to condensed TV shows. Those interested in Mobile TV preferred local news, dramas, movies and sitcoms above other content.

comScore also questioned consumers about their top considerations in selecting a Mobile TV service. Not surprisingly, approximately 71 percent of the respondents said that "cost of service" was a top consideration. However, 67 percent of respondents who are interested in subscribing to Mobile TV also said that they would be willing to watch sponsored advertisements in return for free subscriptions, while 64 percent also favored a test period before committing to a subscription.

Americans also indicated that they place a high value on the quality of the viewing experience when choosing a Mobile TV service. Half (50 percent) said that "picture quality" was very important, while 47 percent indicated the same for "screen size" and 43 percent for "channel reception."

Key Motivators in Subscribing to Mobile TV Service

All Respondents
Cost of service - 71%
Picture quality - 50%
Screen size - 47%
Channel reception - 43%
Available channels - 40%
Sound quality - 39%
Ease of use - 25%
Security - 16%

Subscribes to Mobile TV
Cost of service - 64%
Picture quality - 49%
Screen size - 47%
Channel reception - 46%
Available channels - 52%
Sound quality - 39%
Ease of use - 36%
Security - 21%

Interested in Mobile TV
Cost of service - 76%
Picture quality - 59%
Screen size - 49%
Channel reception - 54%
Available channels - 53%
Sound quality - 48%
Ease of use - 29%
Security - 19%

Not Interested in Mobile TV
Cost of service - 63%
Picture quality - 36%
Screen size - 44%
Channel reception - 27%
Available channels - 20%
Sound quality - 27%
Ease of use - 16%
Security - 8%