comScore released the results of a study analyzing Americans' usage of, and attitudes toward, Mobile TV, which is defined as television watched via a mobile phone device (either live or on-demand). The study, based on a survey of more than 2,000 mobile phone users, revealed that nearly two out of three Mobile TV subscribers are male and that nearly half are below the age of 35. Also included in the study are insights about consumer behavior and attitudes toward Mobile TV, including information on product awareness, programming content, and key purchase motivators.

CTIA Wireless announced three key principles of mobile marketing. The principles are a guide for mobile operators preparing to capitalize on mobile marketing opportunities.

Interactive mobile marketing, which prompts consumers to respond to advertising messages using their mobile devices, is a vast new frontier that has elevated direct marketing to supreme new heights.

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