- NielsenWire

NEW YORK According to data compiled by Nielsen for the third quarter of 2008, more than 100 million U.S. consumers -- 42 percent of mobile subscribers -- have video-capable cell phones. An estimated 10.3 million of those mobile consumers are watching TV/video on their cell phones.

These findings indicate that mobile video viewing has increased 14 percent compared to Q2 2008.

On average, viewers spend 17 sessions per month viewing video, spending roughly 15 minutes per session. Apple's iPhone emerged as the top device among mobile video viewers, with 9 percent of mobile video viewers citing the iPhone as their primary cell phone.

Who's Watching?

-- 65 percent of mobile video viewers are under the age of 35 compared to 35 percent for total mobile subscribers.
-- 32 percent of mobile video viewers are between 25-34 years old.
-- 18 percent of mobile video viewers are teens, an avid and engaged mobile video segment.
-- On average, teens watch 22 mobile video sessions per month and spend 15 minutes per session viewing mobile video.
-- Over half of teens (54 percent) report watching video on their cell phones in bed. That's 1.5x more likely than average viewers.
-- 64 percent of teens report watching programs to completion, the highest portion of any age group.
-- Teens are watching an average of 11.7 channels a month on their cell phones.
-- Teens are also more interested in seeing more user-generated content in the future than average viewers.

Adweek is a unit of the Nielsen Co.