New data from comScore for the three months ending June 2011 measures the demographics of viewers of TV and mobile video via smartphones in the US. Over 16 million mobile users in the U.S. watched TV or video on their phones. The mobile video viewing audience is dominated by males at 62%, while only 38% of those watching via mobile phone are female.
65% of those watching mobile video are under the age of 35. The age breakdown for those watching mobile video:
- 32% of the mobile video audience is composed of users ages 24-34
- 22% of viewers are ages 18-24
- mobile video viewers ages 35-44 represent just under 21%
Are mobile marketers successfully targeting this young, male demographic?