Primetime for viewing mobile video is during the afternoon and early evening, according to the consumer researchers at Telephia. And contrary to what might be expected, most viewers are not kids – half of all viewers are in the 25- to 36-year-old demographic segment.

Thirty percent of mobile video users watch mobile TV and video clips on their cell phones from noon to 4 p.m., and 31% watch during the early evening commute hours of 4 p.m. to 8 p.m. Viewership drops to 9% during the traditional TV primetime hours (8 p.m. to 11 p.m.).

As for the demographics, 25- to 36-year-olds make up only a quarter of all mobile subscribers. Seven out of ten viewers are men, though the universe of mobile subs is close to evenly split among men and women.

Mobile video users claim nearly one-fourth (22%) of their viewing happens while they are at home; the same percentage of their viewing is done while they are commuting; 16% while they are shopping; and 14% while they are at work.

Mobile Video Demographic Breakdown (U.S.)

Age segment: As % of mobile video users – As % of all mobile subs

18-24: 23% – 11%

25-36: 50% – 24%

37-55: 24% – 39%

56+: 3% – 26%

Male: 70% – 47%
Female: 30% – 53%

Source: Telephia Mobile Video Diary Report, Q2 2006