Local appeal for Mobile TV.

Nearly one-half of US mobile users are interested in watching live digital television on a mobile device, according to an Open Mobile Video Coalition (OMVC) survey conducted by Frank N. Magid Associates. Interest was highest, unsurprisingly, among millennials and early technology adopters.

When asked the narrower question of how likely they were to actually watch mobile TV, more than one-third said they probably would.

Programming with a strong local element, such as emergency reports of school closings or severe weather, weather forecasts, and local or regional news, saw especially high interest from overall respondents as well as younger adults ages 18 to 29.

News and weather content was overall the most appealing live mobile programming, with almost nine in 10 respondents interested in watching. Entertainment and sports ranked lower among adults of all ages.

Notably, young adults’ interest in local news programming on mobile was very strong compared with on conventional television. The report suggests mobile is a better fit for the times and places younger users want this content.

The study also found that one-half mobile users say they will “watch (not just tolerate) advertisements” in exchange for free live mobile programming. Young adults (61%) and early tech adopters (71%) expressed the most willingness to see ads in exchange for content. More than one-third of respondents also said they would pay for premium content.

For more information at http://www.emarketer.com