Content providers flirting with mobile video content should take note: An estimated 40 percent of the youth market, including those 18-34, is receptive to advertisement-supported mobile video content, according to a new study from the Management Network Group Inc.
The study, "Mobile Broadband Applications and Content: A Marketing Assessment Among Youth and Young Adults," determined two out of five respondents overall "would be receptive" to commercially supported video-clip services.
That, the company said in the report, is a chance for advertisers taking aim at the lucrative demographic of males ages 13-34, the age group the company determined is most interested in wireless multimedia.
"The new generation of consumers is demanding greater choices, a more personalized telecommunications experience, and will influence the direction that carriers will need to take as 3G and future mobile technology is delivered to the marketplace," said Management Network Chief Executive Rich Nespola in announcing the study's release this week.
The study's other key findings indicated music is the top wireless kick among consumers surveyed, with mobile television and video coming in second and multiplayer, 3D gaming third, "based on a combination of usage interest, likelihood to recommend, and likelihood to purchase."
Almost 25 percent of those questioned would be "extremely likely or very likely" to switch to competitive carriers if their current broadband carriers don't offer advanced wireless multimedia content and services, Management Network said in the report. Just under 20 percent were interested in monthly subscription mobile video services, and just over 20 percent in mobile multiplayer games, the study found.
"Wireless carriers … should prepare to offer broadband multimedia services to their customers," the report continued. "Service providers risk losing up to one-fourth of their younger subscriber base without these content and applications." The report also said the cable industry is not well positioned now to take advantage of mobile broadband without wireless offerings.
