Temporary Price Reduction: Was $595, Now $295. Already a ubiquitous device, the cell phone is the most likely class of consumer electronics to have a chance at mass-market adoption for watching portable television and video. But the mere mention of the concept of watching TV on a cell phone brings out strong reactions, both negative and positive, among consumers who have established love-hate relationships with cell phones and television sets.
This report reveals the findings of Lyra's DTV View survey of more than 1,300 existing cell phone users about the prospects for watching TV on their phones. Questions examine which types of programs respondents are most and least interested in watching, in which situations they would be most likely to watch, how much cell phone TV they would watch, and how they would prefer to pay for such a service, with findings cross-tabulated by demographic and technographic traits. Content programmers, cell phone service providers, hardware manufacturers, and technology developers are among those who will be interested in the data and market analysis presented in this report. 36 pages including 21 figures.
List of Figures:
1. Respondent Demograhpics
2. Respondent Technograhpics
3. Percentage of Respondents with Color Screen on Existing Cell Phone, by Respondent Age
4. Percentage of Respondents with Camera Built into Existing Cell Phone, by Respondent Age
5. Percentage of Respondents Who Have Paid to Download Ring Tone, Game, or Other Cell Phone Application, by Respondent Age
6. Frequency of Carrying Cell Phone at Home and Away from Home, by Respondent Age
7. Percentage of Respondents Using Cell Phone as Only Phone at Home, by Respondent Age
8. Average Weekly Hours Spent Watching TV, by Education Level
9. Average Weekly Hours Spent Watching TV, by Respondent Age
10. Percentage of Respondents Who Have Used Telephone/Cell Phone or Computer/Internet to Respond to Question Posed on TV Program, by Respondent Age
11. Likelihood of Watching TV Program Types on Cell Phone
12. Average Likelihood of Watching TV Program Types on Cell Phone, by Respondent Age
13. Likelihood of Watching Cell Phone TV in Specific Situations
14. Preferred Payment Plan for Cell Phone TV Service
15. Estimated Number of Minutes per Month That Respondents Would Watch Cell Phone Television
16. Median Estimated Number of Minutes per Month Respondents Would Watch Cell Phone Television, by Respondent Age
17. Likelihood of Switching Service Providers to Obtain Cell Phone TV
18. Likelihood of Switching Service Providers to Obtain Cell Phone TV, by Respondent Age
19. Portable Device Other Than Cell Phone Respondents Were Most Interested In Using to Watch TV
20. Overall Interest in Watching Television or Videos on Cell Phone or Other Portable Device
21. Overall Interest in Watching Television or Videos on Cell Phone or Other Portable Device, by Respondent Age
| 
