Nielsen’s A2/M2 Three Screen Report for the fourth quarter of 2008 shows that males make up 63 percent of the mobile video market. The report also reveals that more people are watching video on their phones for longer periods of time.
The male-dominated mobile video audience can be attributed to the content, according to Roger Entner, head of Telecom Research at Nielsen. “General mobile data usage actually trends towards females, but mobile video content is driven by news and sports, which appeals to males.”
Women are slightly ahead of men for TV and Internet viewing.
The number of people watching video on their phones is up 9 percent for the quarter, with the amount of time spent watching mobile video up by 2 percent. Teenage users aged 13 to 17 spend over six-and-a-half hours per month watching video from their phones, nearly twice as much as any other group. While there are many more mobile video users in the 25 to 34 age demographic, the average viewing time per month is less than four hours.
The growth of mobile Web access and an increase in mobile content are contributing to the growth of the mobile video market, according to the Nielsen press release. A recent Nielsen Mobile Video Report revealed that NBC Universal more than doubled its share of the mobile video market during the first half of 2008 by increasing the availability of its content.