Okay, so maybe it’s pushing it to talk about “habits” in something as new as mobile TV in the U.S., but Telephia provides detailed research on mobile TV viewership, and they’ve discovered some interesting results. The one I find most fascinating shows when people are most likely to be watching TV on their cell phones or PDAs. The most popular segment is 4 PM to 8 PM (31%), with the noon to 4 PM time close behind (30%). Primetime — 8 PM to 11 PM — and the morning — either 6 AM to 9 AM or 9AM to noon — each garnered just 9%.
These results pass the sniff test, in my opinion. Getting ready for work and the morning commute are not times to watch TV, nor is it when you first arrive on the job. And prime time programming is more often shared with other family members, and you watch the big screen together. The noon to 4 PM segment makes sense, as this includes lunchtime when I would expect people would want to catch up on breaking news, or review sports scores, or keep up with their favorite soap opera. And the top spot being the early evening seems reasonable; it’s tough to focus on work during the evening commute, and this is the ideal time to catch up on the day’s news.
Mobile TV clearly has a strong appeal to a lot of people, not necessarily as a replacement for the traditional TV, but as an adjunct to it that lets you get some video content in your down times during the day. As the services expand, I expect to see more and more people taking advantage of it.