RESTON, Va., Oct 31, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, reports that 6.5 million Americans tuned into mobile video in August. Among the top operators in the United States, AT&T claimed the most mobile video viewers, with 4.4 percent of subscribers accessing either programmed or on-demand mobile video.

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    Percent Subscribers Watching Programmed or On Demand Mobile Video
    Three-month average ending August 2008
    Source: comScore M:Metrics

    AT&T                          4.4%
    Sprint                        4.2%
    T-Mobile                      2.4%
    Verizon                       2.4%
    Total                         2.8%

According to the study, on-demand video was the most popular format, with 3.6 million viewers. With 1.3 million viewers, amateur videos, such as those on YouTube, represent the most popular type of content, followed by music videos and comedy videos.

    On-Demand Video Consumption, by Type
    Three-Month Average Ending August 2008
    Total U.S. Mobile Subscribers
    Source: comScore M:Metrics
                                                                  % Mobile On-
                                                                  Demand Video
    Type of Video                       Subscribers (000)            Audience
    Amateur Video Clips                            1,346               37.9%
    Music Videos                                   1,224               34.5%
    Comedy Videos                                  1,179               33.2%
    Movie Trailers                                 1,074               30.2%
    Full TV/film                                     727               20.5%
    Local/National/World News                        645               18.1%
    Entertainment/Celebrity News                     629               17.7%
    Sports action or news                            603               17.0%
    TV highlights                                    598               16.8%
    Weather information                              581               16.4%

Music videos are the top choice for programmed mobile broadcast video users, followed closely by full television shows or films and movie trailers.

    Mobile Broadcast Video Consumption, by Type
    Three-Month Average Ending August 2008
    Total U.S. Mobile Subscribers
    Source: comScore M:Metrics
                                                                   % Mobile
                                                               Broadcast Video
    Type of Video                       Subscribers (000)           Audience
    Music Videos                                     639               32.8%
    Full TV/film                                     622               31.9%
    Movie Trailers                                   617               31.7%
    Comedy Videos                                    596               30.6%
    Weather Information                              581               29.9%
    Local/National/World news                        563               28.9%
    Sports action or News                            561               28.8%
    Animations or Cartoons                           473               24.3%
    Entertainment/Celebrity news                     458               23.5%
    TV Highlights                                    425               21.8%

"While the most popular forms of mobile TV and video are genres such as music videos and movie trailers which offer short video snacks, the data also show a nascent audience for long-form mobile content such as TV shows," said Mark Donovan, senior analyst, comScore. "At under three percent penetration, the mobile video audience in the United States remains small, but it is composed largely of males between 18 and 34 years old, which could make it attractive to advertisers seeking to reach multi-tasking early-adopters who don't have time for appointment television."

comScore also announced the results of its August Benchmark Study. Mobile social networking posted the highest growth, at 8.8 percent, while photo and video messaging had the highest rate of penetration, at 26.3 percent. comScore M:Metrics delivers mobile market metrics through a monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings.

    comScore Mobile Benchmark Study of Mobile Media Consumption
    Three Month Average Ending August 2008 vs. Same Period in 2007
    Total U.S. Mobile Subscribers
    Source: comScore M:Metrics
                                        Subscribers      % Mobile
               Activity                    (000)       Subscribers   % Change
    News & Info via Browser                36,185          15.9%      +1.3%
    News & Info via Download               13,274           5.8%      +7.0%
    IM                                     21,032           9.2%      +6.1%
    News & Info via SMS                    18,727           8.2%      +4.0%
    Social Networking                      14,947           6.6%      +8.8%
    Email (Work & Personal)                33,564          14.7%      +4.5%
    Purchased Ringtone                     20,124           8.8%     (-2.0%)
    Purchased Games                         5,478           2.4%     (-1.0%)
    Used Network for Photos/Video          59,877          26.3%     (-1.1%)
    Listened to music                      19,001           8.3%     (-2.2%)
    Received SMS ads                       48,943          21.5%     (-0.5%)

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/boilerplate.

SOURCE comScore, Inc.

http://www.comscore.com

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