MobiTV Says It Has 3 Million Subscribers And That Ads Spur Responses

MobiTV, the mobile video provider, released key information on the demographics and habits of mobile TV watchers in the U.S., saying that its viewers collectively love TV, are highly mobile, are early adopters, are more likely male and between the ages of 18 and 39. Of course, this is the company’s business, so take it with a grain of salt. The company, which offers more than 50 live TV channels and digital music, said it has signed up more than 3 million subscribers and is available on more than 60 million handsets in the U.S. Release.

In addition, it conducted an advertising test to see how viewers would respond to 30-second TV ads. It said it found that viewers who watch TV ads on their phones are 300 percent more likely to respond than traditional direct response standards. MobiTV said viewers frequently clicked to learn more information about a product after watching an ad to the point where “branded” TV channels actually gained in popularity compared to some of the “premium” channels.

In addition, the company found:
— 9 percent of users watch in their office or home.
— 43 percent of parents use the service to entertain kids in the car.
— 67 percent of users have shared the service at a party or other social gathering.
— 85 percent of MobiTV’s users say they watch more TV at home since signing up.

MobiTV powers Sprint’s (NYSE: S) TV service, while MediaFlo, a service owned by Qualcomm (NSDQ: QCOM), is used by Verizon Wireless (NYSE: VZ) and is expected to roll out soon with AT&T.