Study: Pricing determines interest in mobile TV

A new survey issued by market research firm comScore reports 71 percent of consumers named cost of service the primary factor in their decision to subscribe to mobile TV services. According to comScore, 67 percent of respondents who expressed interest in subscribing to mobile TV said that they would be willing to view sponsored advertisements in exchange for free content; in addition, 64 percent favored a trial period before committing to the service.

Other results of the comScore survey, conducted in March 2007 among 2,020 U.S. mobile subscribers: nearly two out of three existing mobile TV subscribers are male, and nearly half are below the age of 35. In addition, 56 percent of consumers said they would prefer to watch traditional, unedited TV content over condensed or modified broadcasts; 53 percent favored general content like news over more niche-oriented content. Local news, dramas, movies and sitcoms generated greater interested than other content.

For more on the comScore study:
- read this release

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